Walmart, Target, Bed Bath & Beyond Most Vulnerable to Showrooming, Says Study
March 28, 2013,
NEW YORK-Walmart, Bed Bath & Beyond and Target are among the retailers most vulnerable to showrooming consumers, according to a study by Placed, a location-based data analytics firm.
Placed's CEO, David Shim, presented the results of the study in a webinar conducted by Wells Fargo Equity Research earlier this week. It surveyed about 15,000 consumers and tracked their mobile phones in stores to measure the brick-and-mortar retailers in which they shopped.
Those who use Amazon.com's price-check application were most likely to visit Walmart (25.2 percent of Amazon shoppers went to a Walmart store in January), Target (10.7 percent), Walgreens (7.7 percent), CVS (6.6 percent) and Best Buy (4.8 percent). Consumers who said they showroom or browse products in a store but ultimately buy online are 27 percent more likely to shop at a Bed Bath & Beyond than an average consumer.
Showrooming shoppers are more value-conscious than non-showroomers and are more likely to belong to a membership club such as Costco and BJ's Wholesale Club; they also indexed high with Sears and T.J. Maxx. Consumers who are Amazon Prime members are 45 percent more likely to visit Costco than the average consumer and 39 percent more likely to visit a BJ's.