'Reverse Showrooming': Bricks-And-Mortar Retailers Are Fighting Back Against Amazon And Others

In the past few years, as online shopping exploded and smartphones became the norm, the showrooming phenomenon — consumers using their phones to comparison shop in stores — seemed poised to gut the revenue of offline retailers.

But now a recent report from BI Intelligence finds that retailers have discovered “reverse showrooming,” or “webrooming,” which is when consumers go online to research products, but then head to a bricks-and-mortar store to complete their purchase.

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Here are some of the key points from the report:

In the report, we examine the numbers behind showrooming and reverse showrooming, what’s driving each trend, and what the different showrooming behaviours look like. We also look at what in-store advantages retailers have, and what they are doing both to capture in-store sales from reverse showroomers and to drive up purchases across channels.

In full, the report:

For full access to the report on reverse showrooming, and all of BI Intelligence’s charts and analysis sign up for a free trial subscription today.

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