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Retail Showrooming credit: istock Putting beauty on show What retailers can do to counter the growing showrooming trend by Naomi Marcoulet he trend towards showrooming—that guarantee programs. that deliver personalized approaches, like special Tis, viewing a product in store, but buying More retailers are also launching programs like in-store deals to loyal consumers, have been also it online—is on the rise. The trend has been ‘shop online, buy in-store’, to drive the consumer been effective. According to mobile marketing fueled by mobile and more accessible free wif. from the web to the store. “Our exclusives and company Vibes, even light personalization “Widespread use of smartphones connected to new products work well for us online—it’s segmentation, such as targeting women versus the internet is certainly making showrooming what we are known for. At the end of last men, can feel relevant. more popular. It drives transactions from year, we launched Click and Collect and a Click Another popular product is the app that brick-and-mortar to online. There is not much and Collect drive-through, which have proved rewards users for visiting stores. For example, retailers can do to prevent this from happening; incredibly popular with our customers. It also Shopkick offers rewards or ‘kicks’ when the they can only adapt and use this trend to their makes our complete product offer available in consumer walks into a participating store or advantage,” says L2 Think Tank research analyst all our stores,” says UK-based department store scans QR codes. Sephora even encourages Elena Bohenick. Selfridges director of beauty Jayne Demuro. consumers to consult their mobiles in store. Some retailers seem to have faced up to “Sephora is a well-known adept of digital this and are now looking to counter the trend Driving in-store sales with apps strategies, and a brilliant example of how through store-only price incentives, exclusive Strategists stress the value of enhancing mobile retailers can use showrooming for its own products, and free services. connections in the store. Nine West, which beneft. The Sephora To-Go app provides value In the US, retailer Target sought to fend off launched an iPad program to help salespeople to consumers by helping to keep track of their showrooming by introducing beauty concierges and allow customers to place online orders orders, loyalty points and ongoing promos,” says and exclusive products, while electronics store directly from the store, helped the brand set Bohenick. Best Buy launched a campaign called “the sales records in more than 70 stores just a few “Mobile is often the starting point that may ultimate showroom”, as well as low-price weeks after its launch, notes Bohenick. Apps result in an online purchase or drive an in-store 44 September-October 2014 - N°19 - BW Confidential