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Study: Practice Of ‘Showrooming’ Affecting Brick-And-Mortar Sales

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File photo of people shopping in a mall. (Photo by ADEK BERRY/AFP/Getty Images)

File photo of people shopping in a mall. (Photo by ADEK BERRY/AFP/Getty Images)

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WASHINGTON (CBSDC) – A recent study shows that the practice of “showrooming” – the act of looking at an item in person at a store before completing the purchase online – is affecting business for brick-and-mortar operations.

A reported 6 percent of people who “showroomed” made their purchases online instead of at the store, a Gallup Poll indicated. An additional 3 percent told Gallup researchers that they intended to make purchases online.

In all, approximately 10 percent of shoppers are lost to retail stores because of the practice.

“A key reason showrooming happens is because online retailers – who do not have the same overhead costs as brick-and-mortar stores – frequently offer lower prices,” a release on the poll’s findings stated. “Retailers have cited showrooming as being costly to their bottom line due to the loss of the sale.”

The study found that 40 percent of all Americans have engaged in showrooming at least once.

Researchers polled 2,559 randomly selected American adults for the study between Nov. 12 and Nov. 16 of this year.

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