Warc, 1 March 2013
SEATTLE: Retailers like Toys 'R' Us, Bed Bath & Beyond
and TJ Maxx are at the greatest risk from showrooming, a study assessing the
mobile shopping habits of Amazon users has claimed.
Analytics company Placed used its panel of 14,000 mobile
phone users, who consent to have their locations tracked in exchange for store
gift cards and other perks, to track who bought items on Amazon after first
looking at the same item in-store.
Its Aisle to Amazon Study found Bed Bath & Beyond,
PetSmart and Toys 'R' Us were the retailers that Amazon showroomers visited the
most, scoring 127, 125 and 121 on Placed's 'Retailer Risk Index', respectively.
This meant that they were 27%, 25% and 21% more likely to
visit these stores than the average consumer.
"All the attention to date has been on Target and Best
Buy as the early victims of showrooming," said David Shim, Founder and CEO
at Placed, "but significantly more retailers are at risk."
"Retailers need to know that it's not a question of if
or when showrooming will impact their business, as an aisle to Amazon is
already in their store," he added.
Best Buy and Target, two retailers that responded to the
growing practice of showrooming by permanently matching the prices of online
retailers, registered scores of 120 and 115 in turn.
But Jon Sandler, a spokesman for Best Buy, told the New York
Times that "showrooming is now dead to us" following the change in
the company's pricing policy.
Among other leading retailers, Sears scored 119, Barnes
& Noble 118 and Kohl's 117. CostCo and JCPenney both came in at 114.
And users of Amazon's Price Check app, which allows shoppers
to instantly compare prices and purchase on Amazon while in a brick-and-mortar
store, were 53% more likely to visit TJ Maxx and 49% more likely to visit
CostCo.
Placed also broke down the Amazon showroomers by gender and
found that men were most likely to visit Best Buy, Home Depot and Lowe's, while
women were more likely to go to Kohl's, PetSmart and Bed Bath & Beyond.
Data sourced from Placed/New York Times; additional content
by Warc staff
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