Fitting the "perfect" store for Webrooming

Fitting the “perfect” store for Webrooming Opportunities for physical stores facing showrooming Metic, Barcelona April 15, 2015

• Online browsing

• In store purchasing

What is Webrooming?

Source: Merchant Warehouse, 2014

But, where do we buy?

• Ecommerce sales: 75.012 m$ • In store sales (including

vending): 1.099.109 m$

How much do we buy online?

How much do we buy from webrooming?

Fuente: Merchant Warehouse, 2014

The smartphone, is a distraction?

Source: Merchant Warehouse, 2014

Nearly 80% of local searches made with a smartphone turn into sales.

Texting and much more…

Source: Deloitte holiday survey, 2014

Real business opportunitites

• 47% do not want to pay shipment

• 42% want to know availability in store

• 23% do not want to wait for delivery

• 46% want to “touch” product in the store

• 37% want the option of returning item to the store

• 36% will ask to match on line prices

Source: Merchant Warehouse, 2014

But, do we have

information on what to

deploy?

Knowledge and usage of interactive digital tools…

Source: IAB Spain, 2015

But, do we have information on what to deploy?

And value these elements…

Fuente: IAB Spain, 2015

But, what do our customers

value?

Interact with digital displays, to…

• Get a discount (49%) • Require more information (40%) • Will not take too long… (36%) • Was easy

Source: IAB Spain, 2015

The “perfect” store

First: invitation to enter

Inside the perfect store • Pleasant surrounding • Videowall with a purpose • No videos, please (no Fashion TV) • Updated content • Tone & Feel

Opportunities

Interactive kiosks with updated stock availability info and with on site purchase option.

Opportunities

Best way to display all available stock that cannot be stored in the shop due to space reasons (ie: fridges, fitness gear, etc.).. And buy it!

Opportunities • Rebate coupons or

discount codes even after the online purchase: cross selling!!

• 3D pictures and accurate descriptions

• Do not use the company’s web page for this purpose

New opportunities: Click & Collect

New opportunities: Click & Collect

New opportunities: Click & Collect

Click & Collect spaces are a business opportunity, not a locker:

• Win – win among non-cometitive partners

• Cross selling • Enter the store

Do not forget:

• Expert sales staff • Measurement (of success ) • No screens inside the fitting room!

Obviously some do not need this stuff…

www.neoadvertising.es info@neoadvertising.es

Fitting the “perfect” store for Webrooming Rafael Negro

rnegro@neoadvertising.es

@rafaelnegro

www.somedooh.wordpress.com