Physical store retailer "reverse Hall Effect" highlights

Absrtact: Hall phenomenon has been seen as a huge threat to physical retailers, but now the reverse effect of this phenomenon seems more obvious. Reverse Hall phenomenon, that is, people in the online browsing, purchase in the physical shop, in fact, more common than the exhibition hall phenomenon. Harris Tune

The "showroom phenomenon" was once seen as a huge threat to physical retailers, but the reverse effect of the phenomenon seems to be more pronounced now. "Reverse Hall phenomenon", that is, people browsing the Internet, in the physical store to buy, in fact, than "exhibition hall phenomenon" more common. According to a Harris survey, 69% of the people in the United States have had "reverse hall" shopping, and only 46% have done "showroom" shopping.

Another understanding of the phenomenon of showrooms is that young people like to do so. But according to the latest report from the BI FDI, we know from the data analysis that the "Millennium generation" in the United States, the young people actually prefer the reverse hall-style shopping. For electronics, shoes, sporting goods and cosmetics, more young people in the new millennium say they prefer to shop in reverse showrooms instead of looking at physical stores and buying them online.

We studied the figures behind the phenomenon of showrooms and reverse halls, and the impetus behind each trend. Here are some data about reverse hall behavior and the Millennium generation:

-only 20% of Americans aged 18 to 35 said they preferred to buy clothes online, according to a survey conducted by the American Urban Land Association (hints lands Cato).

-Other respondents referred to multiple offline retail outlets as their preferred place to buy clothes, with 12% per cent of respondents specifically referring to reverse showroom shopping as their preferred way of shopping, saying they liked to study online and then go shopping in person.

-In the purchase of electronic products, the United States, the millennium, particularly in favor of "anti-hall" shopping, 50% of respondents said they look online, and then buy in the physical store.

The following are some of the ways in which entity retailers use their strengths to enhance the "reverse showroom" effect:

-Free Wi-Fi: Retailers have started to install free Wi-Fi in their own shop, ostensibly a mistake, why give consumers a more convenient way to view products and compare prices online? Actually offering free Wi-Fi allows customers to be happier in the store, encouraging them to use their own mobile Web sites and client applications.

-Smartphone discounts: Retailers such as Target are promoting shop smartphone discounts and offering discounts to customers through mobile apps from retailers. Such activities are often carried out in conjunction with mobile loyalty activities, where consumers earn points through shopping.

-Bring social and online trends offline: Integrating the results of the on-line retail research into offline promotions may be the most effective way to attract "reverse showroom" customers. Last summer, for example, U.S. retailer Nordstrom launched a shop-wide promotional campaign to promote the company's most-watched Pinterest online.

-Online ordering, in-store delivery: Many retailers, including Target, Toys "R" us and the Container store, integrate online and offline stores to provide customers with on-line ordering and in-store pick-up services. Recently Sears even launched the online ordering, through the delivery service. The purpose of such measures is to provide a convenient, so that consumers can immediately get the goods they want, without experiencing the inconvenience of physical stores.

-Customer Service: Many retailers are taking steps to ensure that their sales teams are knowledgeable and helpful. A survey conducted by Deloitte found that a more comprehensive sales team was the most likely reason for customers to shop.

-A new approach to networking entity stores: Tablets and smartphones are used as payment tools, robotic arms to deliver clothing to fitting rooms, and other hardware that can support services such as in-store maps and automated billing.

The idea behind these new changes is that successful retailers are no longer seeing themselves as commodity suppliers, but more as a full range of client resources.

The report of the BI FDI includes the following:

-To determine the difference between the two behaviors by studying the data behind the exhibition hall phenomenon and the anti-hall phenomenon;

-What factors have been highlighted to promote "showroom shopping" or "Reverse showroom shopping";

-Explain people's "showroom shopping" or "Reverse showroom shopping", including what information they want to look for and what motivates them to change their minds;

-introduces some methods for retailers to increase sales by using reverse Hall effect;

-discuss how much the retailer needs to invest in the next round of technology.