Report: Shopping online and buying in-store, or ‘webrooming,’ becoming more prominent
BOSTON — Brick-and-mortar operators may be able to take solace in the fact that a growing number of consumers are reverse-showrooming, or ‘webrooming,’ according to a report published Friday by Merchant Warehouse.
‘Webrooming’ is the practice of shopping for something online and buying it in-store. "The popularity of web-based shopping has adversely affected brick-and-mortar stores, but a change in the way consumers make purchases may give traditional retailers a fighting chance," the report noted. "Showrooming, the process of browsing in-store and buying online, is beginning to take the backseat to webrooming. This is the exact opposite of showrooming, and conventional businesses may be able to take advantage of the trend."
Approximately 75% of male shoppers webroom, while 53% choose to showroom. Female buying habits are similar with 63% making in-store purchases after browsing the web and 40% doing the reverse. Additionally, 9 out of 10 showroomers have also webroomed, but only 6 out of 10 webroomers have showroomed.
The amount of webrooming consumers between the ages of 18 and 67 hovers around 70%. Showrooming in this age group varies; shoppers between the ages of 18 and 48 fall near the 50% mark, and 44% of shoppers between ages 49 and 67 choose this option. Only 33% of shoppers in the 68+ category prefer showrooming, while 62% are webroomers.
When shoppers were asked why they would search for items online prior to making a store purchase, the responses varied. Approximately 47% wanted to avoid shipping costs, 23% didn’t want to wait for delivery of the items and 42% wanted to check product availability. Roughly 37% would choose webrooming because it’s easier to return a product to the actual store, and 46% prefer physically feeling an item before making a purchase.
"Providing online order forms, allowing in-store pickup and including product descriptions and availability are easy ways to address these concerns," Merchant Warehouse noted. "Offering savings or coupons to consumers who browse the website but make in-store purchases may expand the actual customer base as well. Retailers should also provide alerts regarding last-chance purchases and inventory restock."
Being able to pay online prices for store-bought products is important to 36% of the consumers.
Norwalk Hospital FastCare to open clinic inside Fairfield, Conn. Stop & Shop
PURCHASE, N.Y. — Grocer Stop & Shop has joined with Norwalk Hospital FastCare to introduce a new in-store health clinic in Fairfield, Conn.
The clinic will have its official opening on May 20 when Stop & Shop management will be joined by Fairfield first selectman Michael Tetreau and Norwalk Hospital VP business development Michael Marks at a ribbon-cutting ceremony.
"For many years our pharmacists have been strong health resources in our stores by providing information and offering flu clinics. This new partnership with Norwalk Hospital FastCare will expand the health and wellness resources we are able to offer to our customers and provide them with an alternative choice for those needing medical treatment," said Arlene Putterman, public and community relations manager, Stop & Shop New York Metro Division. "This concept increases accessibility to health care at a low, set cost and adds value for our customers."
NYT: Pfizer testifies before British Parliament on AstraZeneca deal
LONDON — Pfizer testified before British Parliament Tuesday regarding its proposed offer to acquire AstraZeneca, the New York Times reported. According to the report, British lawmakers challenged Ian Read, Pfizer CEO, on the company’s commitment to keep jobs in the United Kingdom.
In response, Pfizer committed to keep at least 20% of its combined research-and-development teams in Britain and would follow through on completing a center in Cambridge, England that AstraZeneca has started. Beyond that, Pfizer could make no guarantees, Read said.
The report also suggested Pfizer may be willing to raise the stakes with a higher offer in its proposed acquisition of AstraZeneca, asking AstraZeneca executives to help draft an acceptable deal.