Showroomers
A showroomer is a person who comes into a brick-and-mortar
store with the sole intention of gathering information about a product. They
want to “kick the tires” so to speak. They want to gain information about a
product and then comparison price that product with the same or similar
products online. These showroomers are using their smart phones to comparison shop
from the sales floor. Great!
I have worked in retail for the last thirty-eight years. I
have been a mystery shopper for various companies for the last seven years and
I think I have an unusual insight to most shopping experiences.
I think that stores should embrace the showroomer. If I can
get you into my store to comparison shop, then I have over half the battle won.
I know I can’t convert 100% of the people coming in my doors, but if I can
convert even one of them who come in simply to comparison shop, then that is
one more customer.
If I offer great customer service and I have the product in
stock and at a reasonable price, then I have a great shot at converting the
showroomer into a paying customer. Perhaps by creating displays of more popular
items that give actual comparisons of different online retailers listing their
prices along with shipping charges and estimated delivery dates, then I can
help my showroomers make the decision to buy today.
By having knowledgeable salespeople who are helpful and
friendly without being overbearing or using high-pressure techniques, I provide
something the online stores can’t: face-to-face service. Even in today’s highly
competitive market, people want to deal with people. Most people have dealt
with those faceless companies that offer little in the way of customer service.
Many have decided it is better to deal with a company that speaks their
language and is available when they need help.
By placing the product in their hand and getting them to
take ownership of the product in the store I have an advantage over the online
stores. You can’t feel the product online. The only differentiator is the
price. If I can get my price in the ballpark, then I have the sale. Some people
don’t mind waiting, but many are looking for that immediate gratification. Send
me all the showroomers you have.
Disclaimer
The opinions or advice listed in this blog or website should be used as a place to start only. It is not a substitute for the use of a professional.
Please be sure to consult your attorney and/or accountant with any specific questions.
There is no one right answer to any business question that will cover all circumstances. Please Visit McClendon Enterprises
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