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Beyond the physical store and online purchases, showrooming and retailtainment trends - Lifestyle

2021-06-30T21:08:44.942Z


(HANDLE) Showrooming, online shopping and retailtainment: the way of shopping is in full evolution, accelerated as it is known by the emergency of the pandemic. According to a recent idealo survey that took into consideration the top 200 most searched products on its Italian portal, for each of these products you can find, on average, 13 online offers as an alternative to the offline price. The data is par


Showrooming, online shopping and retailtainment: the way of shopping is in full evolution, accelerated as it is known by the emergency of the pandemic.

According to a recent idealo survey that took into consideration the top 200 most searched products on its Italian portal, for each of these products you can find, on average, 13 online offers as an alternative to the offline price.

The data is particularly significant if we consider that over 70% of Italians visited (or still visit now)

a physical store to examine the products before buying them online.

This buying behavior is termed

“showrooming” e

it consists, in fact, in going to a physical store to personally examine the product you intend to buy and, subsequently, buying it online taking advantage of a generally cheaper price.


To quickly compare the offline price with the online offers and therefore choose where to buy, we go to the increasingly sophisticated comparators: the idealo app, for example, integrates a barcode reader and allows you to

check in real time if the online cost of a product is more advantageous than the one in the physical store

. In a few seconds, after having brought your smartphone closer to the desired product, all the offers on idealo will be available and it will be possible to make evaluations also based on any shipping costs.


The reopening of the shops and shopping centers and the approach of summer and the period of the relative sales, is restarting 'physical' shopping. This is how large shops and shopping centers try to make the experience more and more special. And we are witnessing the phenomenon of 

retailtainment

 , in-store shopping with spaces for relaxation and moments of entertainment.


An example of this trend is from Primark, the Irish-born brand now with 390 points of sale in 13 countries and a great acceleration on the Italian market (a second point in Rome in the Romaest shopping center has just opened after the store in the Maximo center).



"We have introduced a series of refreshment corners - the Primark Cafes - and beauty corners in some stores in the United Kingdom, Ireland, Spain and Portugal, thanks to the collaboration with third-party suppliers and licensed partners, such as Disney and Warner Bros, for to further improve the in-store experience and offer to our customers, "said a spokesperson for the brand about expanding in-store experiences.


But the e-commerce boom that took place during the pandemic and that made online shopping fly with home deliveries of anything (delivery anything) as well as the most classic food? One wonders what will happen. According to many analysts it is now a consolidated fact, a new purchasing behavior that will not be reversed even in those who, for the first time, bought online for the pandemic. According to a survey commissioned by idealo in February 2021, 52.8% of respondents said they bought products online that were rarely or never bought in the past and 16.3% said they made an online purchase for the first time. time. 86.7% of respondents did one or more online research on products before buying them in a physical store and,among those who visited physical stores before buying online, one year after the restrictions began

25.8% said they buy directly online, without taking advantage of the showcase offered by physical stores

. 56.1% have instead reduced this habit while 18.1% continue to try the products in the "real" world before buying them online. As for 2021, 34.5% of users will buy even more online than in 2020 while 58.4% likewise. Only 7.0% plan to reduce their e-commerce purchases.


Among the online purchases of Italians in the summer, there is a boom in products for the garden and balconies such as outdoor umbrellas and then sunshades, sandals, products for water sports, camping and everything related to motorcycles.

Source: ansa

All life articles on 2021-06-30

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