Have you ever wandered into a shop, had a browse, found something you liked and checked the price online to see if you can find it cheaper? Well you are not alone. But this type of shopping is killing the high street as many retailers struggle to compete with online prices.
This type of browsing and buying elsewhere has become known as ‘showrooming’. But some ‘showroomers’ take it even a step further and ask for a full demo of the product they are interested in purchasing, knowing full well that they are more than likely to buy it later online for much less.
But what can high street retailers do to combat the issue and encourage people to buy the products they see in store? Lowering their prices isn’t an option because shops have to pay wages and bills, as well as rent and business rates on their commercial property, whilst online businesses only have a fraction of the costs as the majority of their business is online.
Some retailers overseas have taken the step of introducing a browsing charge. $5 or £3.37 will allow you to browse the shop and try on items as you wish. If you do buy something, the browsing charge is simply removed from your bill. But do you think that would catch on over here? Bill Grimsey, former chief executive of Iceland and Wickes, believes retailers will trial it, but shoppers will soon get bored of paying to browse.
He said: “Things are going to change a lot, the whole thing is about to explode. People won’t pay to browse. It may start but it will die quickly. People will expect the service.”
Are you a showroomer? Do you feel guilty looking for a product in a shop and seeking advice about it from staff then simply buying it elsewhere? Or do you think it’s the best way to shop, to save yourself a bit of cash along the way?
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