31 Jul '14, 9am

Showrooming fears displaced by Webrooming cheers: L2: Not long ago retailers were afraid that showrooming woul...

Still from L2′s omnichannel report video Not long ago retailers were afraid that showrooming would gut in-store profits, but now the implications of the trend seem to have reversed, according to a new report by L2 and RichRelevance. Unlike “showrooming” where consumers let in-store prices duke it out with discounted online prices, “Webrooming” occurs when consumers research online before shopping in-store. However, many retailers are failing to provide consumers with the resources they need to make Webrooming a seamless affair, and are losing sales in the process. “Most luxury brands are at least several years out from putting in place the back-end investments that enable inventory visibility across channels,” said Claude de Jocas, lead researcher of the report at L2, New York. “As a result, brands have ignored omnichannel for the time being, relying entirely on the effort...

Full article: http://www.luxurydaily.com/showrooming-fears-displaced-by...

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