Study: 'Webrooming' is a Challenge to Retailers

A new study by PricewaterhouseCoopers (New York) revealed that consumers are increasingly more likely to engage in “webrooming,” or browsing products online and making decisions before conducting in-store purchases.

The authors of the study say the challenge this poses to retailers is how to engage customers, encourage longer visits, upsell and sell additional items to increasingly decisive customers. “Integrating technology, along with the power to engage on social media, has enhanced the consumer experience while requiring companies to transform their legacy system,” said Steven Barr, PwC U.S. retail & consumer practice leader.

He said savvy retailers are figuring out new ways to engage the customer: “The retail store will likely become an experiential venue for both online and non-online purchases. From in-store design studios, and personal shopping assistants to coffee and tea ateliers, retailers are offering a comprehensive experience, evolving into something sleeker, more customized, and increasingly attuned to shoppers' expectations of what the in-store experience should be.”