Well, just when I thought I’d seen it all with regards to “showrooming” — you know what that is – when shoppers come into your store to view the goods and then search online for it to get it cheaper and make the purchase elsewhere.
Many of the larger retailers have started changing the SKU numbers so that shoppers cannot easily search online for the items, but we all know that a good description will turn up the item online. So, what to do? Some retailers trail behind the shoppers interacting with them and in my opinion that makes for an unpleasant shopping experience for many of them. Aside from getting into the shoppers face when they jot down the item there really hasn’t been a good solution.
Today I read the ultimate solution – and it really is a crazy idea that only seems to have been tried overseas. Pay to browse!
At the Vera Wang bridal boutique in Shanghai, customers must pay 3000 yuan (approx. $480 US) for a 90 minute time slot to browse and try on dresses. There is also a food store in Australia that charges customers $5 for coming in to browse.
Could you imagine your store implementing this policy? Seems that these fees are quite drastic and not really the answer to keeping brick and mortar stores around. Educating the consumers is key here — they need to understand that if they like their local neighborhood or chain stores to go shopping in – they need to do just that — SHOP!
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