As consumers we’re always on the lookout for the best deal. You know it’s important to provide shoppers with a comparison feature when you see articles with titles such as “The 10 Best Shopping Apps to Compare Prices.” Visitors to your website want to compare more than just prices.
“Webrooming” is a shopping trend that is growing in popularity. Webroom is a catchy word to describe the change in shopping behavior as the percentage of shoppers that browse and then make the actual purchase in a store. An Accenture report on the 2013 holiday shopping season foundthat 65% of online shoppers had plans to “webroom.”
This has some important implications for retailers, especially those who are selling high ticket items. The higher the price tag the more important it is to enable shoppers to compare things like product features, installation or assembly requirements, technical specifications, and dimensions.
Before the days of webrooming, shoppers would go to the closest brick-and-mortar location and stroll through the showroom comparing the product attributes I just mentioned. Now the behavior is shifting and they’re making those comparisons online and well before they set foot in a store.
Today your category and search results pages are the equivalent of the showroom. Visitors to your website navigate through the products on your site to identify the ones that are of most interest to them.
