Showrooming - Advice in specialist stores and purchases online

Around a third of Germans seek advice in specialist stores before buying online. The term showrooming was coined to describe this phenomenon. Although a good half of respondents reject this behavior, many consumers like to rely on local expertise and then often buy cheaper products online. This behavior is increasingly becoming a topic of discussion in brick-and-mortar retail - and at the same time an opportunity for online retailers.

Effects on retail stores

A good two decades after the advent of online retail, the desire to physically experience products before buying them is still very important for many people and a decisive factor in their purchasing decision. However, on-site consultations do not necessarily lead to a direct purchase. For retailers with retail stores, "advice theft" through showrooming has become a noticeable problem. Customers are increasingly seeking expert advice on site and even taking photos of products in order to then search for them online, compare prices and ultimately purchase them online. Stefan Genth, Managing Director of the HDE, emphasizes that investments in store rent and qualified staff are lost if advice is only sought and then bought elsewhere. At the same time, he points out that customers today decide for themselves where they get information and where they buy. In a free market economy, the best overall offer in terms of price, service and convenience always wins out in the end.

How are brick-and-mortar retailers reacting?

In response to showrooming, more and more specialist stores are introducing paid consultation appointments. Customers book 30 to 45 minutes with trained staff in advance and receive a voucher in the amount of the fee paid when they buy the item on site. This model creates a clear commitment. Sellers can assume that there is a genuine intention to buy, while consumers receive high-quality, personalized advice.

This concept is relatively easy to implement for higher-priced product groups such as sports equipment, kitchen appliances or running shoes. The professional appearance of the staff and their in-depth knowledge of the market also increase the acceptance of the fee.

This model is more difficult to implement for books, jewelry, fashion or inexpensive goods. The omnichannel approach is ideal here, whereby offline and online offerings are seamlessly interlinked. Retailers who also operate an e-commerce platform can reorder out-of-stock variants directly online and deliver them via Click & Collect. This maintains loyalty to their own range and keeps the business competitive even after the store visit.

What opportunities arise for online retail

Online retailers can actively exploit the "in-store advice, buy online" behavior by using showrooming as a marketing and sales channel. Strategies include, for example, partnerships with brick-and-mortar stores, digital advice tools or targeted content marketing.

Online retailers can also use showrooming to their advantage by establishing digital consulting services. Live chat and video consulting simulate the sales talk on site, while augmented reality tools bring furniture into the home virtually or fashion stores offer avatar try-ons. Interactive buying guides, detailed specialist articles and video tutorials cover typical questions that would otherwise be answered in-store. This also helps to avoid the reverse situation, where customers gather information online and then buy in-store.

An SEO strategy based on long-tail keywords such as "Advantages and disadvantages of fully automatic espresso machines" or "Which running shoe suits overpronation?" specifically attracts prospective customers and converts offline showroom visits into online sales.

Conclusion

The key to success lies in the balance between personal expertise and digital efficiency. Brick-and-mortar retailers strengthen their customer loyalty through paid consultation appointments and omnichannel ordering options. Online retailers can use digital showrooms as a service to save on consultation costs and at the same time gain detailed usage data. The decisive factor is not just the price, but the combination of expertise, convenience and a seamless shopping experience. In this way, showrooming can turn from a thorn in the side of brick-and-mortar retail into a profitable lead generator for digital sales.