"Showrooming" Gains Ground in US - somersault

"Showrooming" Gains Ground in US

According to a survey by GroupM Next (@groupmnext), 43% of US shoppers have used their mobile phone to engage in "showrooming" (#showrooming) the practice of using a mobile device to research products while in a store, including comparing prices online.

"Consumers have shifted their path to purchase to include the store as a step, but not necessarily the final step; and this will likely continue to increase over time," Chris Copeland, CEO of GroupM Next, says.

The study suggests that if bricks-&-mortar stores could stay within 5% of the price available via the Web (e.g., 5% of $17 is 85-cents), almost half of "potential showroomers" say they would finalize their purchase in stores.

Interacting with a member of staff in stores can also make a difference. Consumers who spoke to an associate are 12.5% more likely to purchase from a bricks-&-mortar outlet.

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Announcing Somersault Group, doing business as Somersault. We believe the unprecedented changes occurring in the publishing world aren’t a crisis; they’re a playground of possibilities. We're here to help clients embrace change and leverage it to fulfill their mission. We're flipping the publishing world right-side up! Due to rapidly churning communication technology and seismic shifts in the book market distribution landscape – from the Internet to eReaders and the iPad to individual book print-on-demand capability – publishers expect authors to take more responsibility for the development, promotion, and sales of their books. Somersault helps publishers, agents, ministry partners, and Christian authors adapt to these changes with dexterity. We combine the experience and vision of Somersault publishing executives with the integrated marketing and technology expertise of digital natives. We honor good ideas and the creative people who embody them. We believe in the power of books to change lives, and are committed to help authors tell their stories and actively engage their readers. We want to be known for our nimbleness and responsiveness. Anticipating and embracing the future, being attentive to consumer behavior, inviting collaboration, and encouraging entrepreneurship are our core values, as we operate within the framework of having fun and reflecting the kingdom of God. We’re seeking ‘blue water’ opportunities, be they pond, lake, or ocean. We provide authors with brand counseling, editorial direction, research capabilities, marketing strategy, Internet and social media presence, and a comprehensive portfolio of publishing assistance. Our mission is to change lives by connecting inspirational content creators with readers using exceptional creativity, right-now technology, and old-fashioned personal care. See all our social networks on our Google profile. Contact us at hello@somersaultgroup.com, 1.616.551.1539, 131 Division Ave. S., Suite 300, Grand Rapids, MI 49503-4215.

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