The tides have changed.. the consumer seems to be leaning toward Web-rooming v.s Show-rooming. What’s the dif? Showrooming is when the consumer comes in the door, cruises around, takes some pictures, gets the information and walks back out the door to see if they can find the same product for less on the Internet
Conversely, Web-rooming is when the customer searches first for a product online. Then they go to find the closest brick and mortar place that carries the product. Good news for eyecare providers.
For those who were treating the consumer- customer as lookie- lou, watch it. they might just be your next new patient.
Eye Bogglers: Source Harris Poll
- 73% of shoppers have showroomed in the past six months,
- 88% have engaged in web rooming.
- 9% of consumers believe the best way retailers can improve the shopping experience is to better integrate in-store, online and mobile shopping channels.
- 89% of respondents said they want retailers to make it easy for them to shop for products in whatever channel is most convenient.
- 21% of U.S. shoppers plan to increase in-store purchasing,
So what can you do to capitalize on the growing trend?
- Adapt, the consumer is running the show and your business model most likely needs to be updated and refined.
- Get it together, as a team, so you all the same goals, the same dedication to customer service and experiences.
- Make sure your Website is up to date and showcases the products you carry. Expand your site, where you become the final destination spot.
- Utilize Content Marketing.. this makes it easier to be found in Search.
- Get your geo-location up and running now, add google maps, if you have not already done so.
- Enhance The human factor, reach out to your patients, send birthday cards, Thanksgiving cards. I just received a $20 food card from my local auto repair shop. What a great way to reward your spenders and loyal customers.
- Track, Track and Track some more. Use that tracking to understand your patient behavior which ultimately will improve the customer experience.