The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
But smaller store operators lag in their efforts, a new report says.
Smaller retailers are often getting trounced by larger retailers when it comes to the battle against showrooming, according to a new study from CrossView, which sells software designed to unify web, store, call center and other retail operations.
CrossView arrived at its findings via an analysis of 95 retailers and brands that sells products via bricks-and-mortar stores. CrossView says that its report, “Retailers: Don’t Become a Victim of Showrooming,” includes none of its clients, though CrossView did not identify the retailers it studied. Showrooming refers to the practice of consumers checking out products in stores before buying from other retailers online.
“Cross-channel retailers have a number of advantages that can help them combat showrooming,” says Mark Fodor, CrossView CEO. “Cross-channel consistency and superior customer service are two of the most powerful assets to help retailers win against showrooming.”
The report says that of the top 10 retailers in the study as measured by sales, 80% of them offered on their e-commerce sites information about in-store product availability. By comparison, 39% of the other 85 retailers did so.
Of those Top 10 retailers, 60% of them offered product availability via their mobile sites, compared with 21% of the rest.
The Top 10 retailers also beat their smaller rivals when it comes to letting consumers order online for in-store pickup, 70% compared with 26%.
Each of the Top 10 retailers, along with 97% of the rest, offered pricing information on their e-commerce sites. When it came to consistent pricing on e-commerce and mobile sites, all of the Top 10 did so, compared with 74% of the smaller merchants.
The report also found that:
• 80% of the Top 10, and 76% of the rest, offered the same promotions on the web and inside stores.
• 90% of the Top 10, and 56% of the rest, provide the same promotions via the web and mobile.