How Showrooming is changing in Europe
Internet has completely change the way we consume and buy things, and it has change more than just the way we buy online, its also changing the offline sales as well, the buying process has completely change if you look at how it was ten or even five years ago.
This changes are quite clear in the markets, specially during the special times of the year like Christmas or the start of the College season, Europe is part of this changes and its consumers are changing dramatically, a recent study conducted by Forrester talks about this things and its quite impressive.
The study shows that brands in Europe are investing a lot of money and other resources in this changes, they want to reinvent their selfs and adapt to the new consumers.
The multichannel consumers are here and they are changing everything, they make researches before deciding what or where to buy, brands are aware of this, and that is why they are changing their classical stores to showrooms, places where they show the products that the consumers will later purchase online, the study shows that a third of all the sales that were made in Europe during 2015 had an offline research.
The process also goes backwards, a lot of consumers do online researches before doing any offline buying.
The offline buying process still carries a lot of weight
A lot of people says offline buying is dying, but this is not true, offline buying still has a lot of weight, 95% of the 2015 sales were made with some sort of offline influence (this is, they were directly made offline, or they were made online with an offline research).
Brand need to offer customers the facility to switch between offline and online buying easily.
But the streets are emptier
However, the traffic of physics store are decreasing everywhere, people dont "go shopping" as they used to do, studies conducted in the United Kingdom, Germany or France show this tendency. This is why brands need to work on strategies for attracting customers to their stores, even if they only do it for making some research and not to buy.
Everything must be multichannel
If the customers are multichannel, brands must be multichannel as well, they need to adapt to the new buying processes, and offer their customers multichannel experiences to secure the sales.
Showrooms must be multichannel as well, they need to allow the customers to have a multichannel experience when they visit the stores.
However, for achieving this, brands really need to adapt, and they really need to teach their employees, when we go to a showroom, the employees tries to sell us a product at all costs, and this is natural, is their job, but brands need to teach them how to interact with new customers.
Apple showrooms are perhaps the best example of this, they have multichannel stores that allow the customers to switch between offline and online without any troubles. Brands should really look this example and start to replicate it.
This changes are quite clear in the markets, specially during the special times of the year like Christmas or the start of the College season, Europe is part of this changes and its consumers are changing dramatically, a recent study conducted by Forrester talks about this things and its quite impressive.
The study shows that brands in Europe are investing a lot of money and other resources in this changes, they want to reinvent their selfs and adapt to the new consumers.
The multichannel consumers are here and they are changing everything, they make researches before deciding what or where to buy, brands are aware of this, and that is why they are changing their classical stores to showrooms, places where they show the products that the consumers will later purchase online, the study shows that a third of all the sales that were made in Europe during 2015 had an offline research.
The process also goes backwards, a lot of consumers do online researches before doing any offline buying.
The offline buying process still carries a lot of weight
A lot of people says offline buying is dying, but this is not true, offline buying still has a lot of weight, 95% of the 2015 sales were made with some sort of offline influence (this is, they were directly made offline, or they were made online with an offline research).
Brand need to offer customers the facility to switch between offline and online buying easily.
But the streets are emptier
However, the traffic of physics store are decreasing everywhere, people dont "go shopping" as they used to do, studies conducted in the United Kingdom, Germany or France show this tendency. This is why brands need to work on strategies for attracting customers to their stores, even if they only do it for making some research and not to buy.
Everything must be multichannel
If the customers are multichannel, brands must be multichannel as well, they need to adapt to the new buying processes, and offer their customers multichannel experiences to secure the sales.
Showrooms must be multichannel as well, they need to allow the customers to have a multichannel experience when they visit the stores.
However, for achieving this, brands really need to adapt, and they really need to teach their employees, when we go to a showroom, the employees tries to sell us a product at all costs, and this is natural, is their job, but brands need to teach them how to interact with new customers.
Apple showrooms are perhaps the best example of this, they have multichannel stores that allow the customers to switch between offline and online without any troubles. Brands should really look this example and start to replicate it.
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