Practical Sales Training™ > How To Lose The Sale > Showrooming
What is it?
Showrooming is the art of checking things out physically in a shop and then buying them online at a lower price.
Why does it work?
It works because as buyers we are price driven, despite holding the product we want in our hands, we’re often happy to wait if we can save some money.
How can you use it?
If you sell physical products in a store, you will be aware of Show-rooming and how it can affect your sales. There are a number of ways you can seek to overcome it:
- Go niche – Become the specialist for your niche rather than a generalist supplier.
- Go unique – Can you offer unique things that can’t be purchased online?
- Promote service – Some people prefer a personalised, humanised service over faceless online transactions.
- Price match – It’s dangerous, but it works. Could you price match the online retailers?
- Promote impatience – Buying online is cheaper, but it involves waiting. Promote the immediate gratification of buying in store and having the thing right now.
Example of Showrooming in Action:
Imagine a customer walks into a high-end electronics store to check out the latest noise-cancelling headphones. They test the headphones, ask the salesperson questions, and confirm they like the product. Then, instead of buying in-store for £299, they pull out their phone, find the same model online for £249, and place the order right there on Amazon.
The store provided the experience and expertise, but the sale went to an online retailer due to price sensitivity and the willingness of the customer to wait for delivery.
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