Why retailers should warm up to "showrooming"

I discussed the practice of showrooming in a previous post and since then I've read more articles on the subject (like this one).  I was surprised to learn that Deloite predicts smartphone's impact on in-store sales in the U.S. will represent 5% of total sales in 2012 and eventually grow to 19% by 2016.

If you are a retailer or a marketer, you can't ignore these figures. Chances are smartphone use is already impacting your sales and will continue to do so for years to come. In order to be ready for these changes you must act now and consider every tool at your disposal.

Take digital signage for example.

When properly implemented, digital signage can engage smartphone users and turn them into paying customers.

Here's how:

• Incite smartphone users to interact with your digital signage by adding QR Codes to your programmed content.  This way smartphone users will be able to obtain additional information on your products or download valuable coupons redeemable at the store's check-out.
  
• There is nothing more frustrating for customers to drive up to a store and discover an advertised item is out of stock.  Instead of losing a sale to Amazon or eBay, display stock levels in real-time on your digital signage screens.  If you run out of stock, publish directions to the closest store that still has the item in stock.
  
• Invite customers to shop online and then match your competitor's prices whenever they are lower.  You may lose a few points on one or two items but you will make it up in overall sales.  Many retailers are already doing this for their "bricks and mortar" competitors so this is just an extension of the same program.
  
• Highlight your online competitor's shipping charges and point out all the disadvantages of shopping online (waiting for delivery, receiving the wrong item, product returns, etc...).
  
• If you really feel daring, install an internet kiosk in your stores and let customers check out prices online.  Since you control the environment, you can always add some elements to the screen for in-store promotions.  You should also promote a shortcut to your own e-commerce store's web site.  Here again, digital signage technologies can provide added value by delivering ads while the kiosk in unattended.
  
• Provide free in-store WiFi and be sure to publish a splash screen when customers log in so you can display links to your own e-commerce site or QR codes.

Smartphones will continue to add new features so this technology is not going away anytime soon.  Better get used to it and take action now rather than face declining sales in the years ahead.