You could be in for some fantastic savings soon, from stores around the country trying to keep your business in their brick and mortar stores.
They’re tired of the “scan and scram.” That’s where shopper check out products in the store, but then use their smart phones to find the item less elsewhere.
They want you to do more than “check out” their goods. They want you buying themand they’re making your shopping experience even sweeter.
Before Jeffrey Goldsten buys anything at the store, he whips out his smartphone, uses an app to scan the bar code of the item, and he comparison shops for the lowest price online.
“I will take a look at everything on the shopping list,” he says.
It’s what is now called “scam and scram” or “showrooming” and it’s changing the retail landscape.
Shoppers are virtually price checking TV’s, appliances, clothes, and even wedding rings.
One online jewelry store, which says it offers the same rings major retail chains do for less, was actually surprised to see that 8% of its customers purchased their new bling through their phones.
“As soon as they find the deal they want, they’re ready to jump on it because they’ve been educated,” says Vipul Lakhi from MyTrioRings.com. “They’re fully aware of what’s out there and what they want.
How many customers are scanning and scramming?
One study found that 25% of adult cell phone owners used their phones in a store to see where they could buy an item for less.
And 5% of those mobile price matchers bought the item online.
Amazon and EBay event launched price comparison apps to make it easier for shoppers.
It is so frustrating for stores, that when digital marketing agency resource interactive went undercover “show rooming”, one big department store chased them out.
Klay Huddleston says it’s time for the big box stores to step up and compete.
“The number of e-commerce sales that were don’t thru this phenomenon, this trend, were large enough that retailers should be paying attention.”
Some traditional retail stores are fighting back through a number of tactics.
Target offers exclusive products you can’t buy anywhere else.
Nordstrom offers free shipping if you buy something in a store, or online
Macy’s and Old Navy send in-store only coupons.
Sears stresses the immediate gratification
“You can actually get the product the same day you purchase it,” says Don Perkins from Sears. “Not waiting for something to ship to your house, no paying extra shipping charges to get it expedited.”
But they’ll have to try harder to convince show rooming shopper Jeffrey to stop.
“In the big picture, you can save a lot of money,” he says.
Copyright 2012 Scripps Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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