fitting the "perfect" store for webrooming
TRANSCRIPT
Fitting the “perfect” store for Webrooming Opportunities for physical stores facing showrooming Metic, Barcelona April 15, 2015
• Online browsing
• In store purchasing
What is Webrooming?
Source: Merchant Warehouse, 2014
But, where do we buy?
• Ecommerce sales: 75.012 m$ • In store sales (including
vending): 1.099.109 m$
How much do we buy online?
How much do we buy from webrooming?
Fuente: Merchant Warehouse, 2014
The smartphone, is a distraction?
Source: Merchant Warehouse, 2014
Nearly 80% of local searches made with a smartphone turn into sales.
Texting and much more…
Source: Deloitte holiday survey, 2014
Real business opportunitites
• 47% do not want to pay shipment
• 42% want to know availability in store
• 23% do not want to wait for delivery
• 46% want to “touch” product in the store
• 37% want the option of returning item to the store
• 36% will ask to match on line prices
Source: Merchant Warehouse, 2014
But, do we have
information on what to
deploy?
Knowledge and usage of interactive digital tools…
Source: IAB Spain, 2015
But, do we have information on what to deploy?
And value these elements…
Fuente: IAB Spain, 2015
But, what do our customers
value?
Interact with digital displays, to…
• Get a discount (49%) • Require more information (40%) • Will not take too long… (36%) • Was easy
Source: IAB Spain, 2015
The “perfect” store
Inside the perfect store • Pleasant surrounding • Videowall with a purpose • No videos, please (no Fashion TV) • Updated content • Tone & Feel
Opportunities
Interactive kiosks with updated stock availability info and with on site purchase option.
Opportunities
Best way to display all available stock that cannot be stored in the shop due to space reasons (ie: fridges, fitness gear, etc.).. And buy it!
Opportunities • Rebate coupons or
discount codes even after the online purchase: cross selling!!
• 3D pictures and accurate descriptions
• Do not use the company’s web page for this purpose
New opportunities: Click & Collect
New opportunities: Click & Collect
New opportunities: Click & Collect
Click & Collect spaces are a business opportunity, not a locker:
• Win – win among non-cometitive partners
• Cross selling • Enter the store
Do not forget:
• Expert sales staff • Measurement (of success ) • No screens inside the fitting room!
Obviously some do not need this stuff…
www.neoadvertising.es [email protected]
Fitting the “perfect” store for Webrooming Rafael Negro
@rafaelnegro
www.somedooh.wordpress.com