The term “webrooming” refers to the practice of researching information about products and services online and then proceeding to purchase them offline.
Features, price, but not only: the Web is now also becoming a preferred channel for finding reviews and comments on a product/service to consult before its purchase.
The practice of webrooming, also referred to in some contexts as R.O.P.O (Research Online Purchase Offline), is contrasted with that of showrooming, for which instead the purchase is made online.
Its spread, as we mentioned just above, is due in particular to the emergence of price comparison platforms and marketplaces, as well as platforms for online reviews and reviews.
Showrooming and Webrooming are two phenomena that are undoubtedly relevant in a context where a single watchword prevails, that is, personalisation of the customer experience: the customer is increasingly looking for value experiences tailored to him and moves with ease in a context where there is no longer a boundary between the physical and digital worlds, between physical store and eCommerce.
Here, then, these two practices can be considered two sides of the same coin: for a retailer, the Web can thus represent both an ancillary channel to in-store sales (more showrooming-oriented approach), and a tool to increase its services directly at the point of sale, (click&collect, booking of reserved appointments).
