Brands and shopping malls benefit from webrooming

Although we spend more and more time in online stores, we still buy stationery in a phenomenon, known as webrooming. In that way, traditional trade is becoming the beneficiary of the e-commerce boom.

“Consumers are increasingly treating online stores not as a destination for shopping, but as a product knowledge base. Browsing the web allows them to get a close look at the thing they buy, its parameters, opinions about it on social media or prices. The result of such "polling" is shopping, except that not online, but in a traditional store,” Marta Drzewiecka, Marketing & Customer Experience Manager at Newbridge, said.

Research by JRNI platform suggests that 74 percent of consumers are already webrooming, with 57 percent doing so by buying clothes, electronic equipment or gifts. This also translates into the popularity of click&collect, which stands for online purchases, but with the collection of goods in a physical store. 54 percent of respondents are already using such a channel.

(RetailNet)