A number of UK retailers are offering free Wi-Fi in-store to take advantage of the current ‘showrooming’ trend, a new report from EE shows.
According to retailtimes.co.uk, showrooming is when customers browse online whilst in a store. Around 44 per cent of the UK do it and Agata Laight, senior propositions manager for Connected Retail at EE, says that it presents a great omni-channel opportunity for retailers.
“John Lewis has turned the trend to its advantage by introducing a mobile app that encourages customers to use their device to get additional information on products in-store, by providing free Wi-Fi and by offering price promises,” she explains. “By doing this, John Lewis is building loyalty with its customers so they’re more likely to buy from them, whether in-store or online.”
She adds that John Lewis’ efforts mean that 40 per cent of its online traffic now comes via mobile devices. John Lewis isn’t the only store to provide such a service, as EE also offers free public Wi-Fi in-store.
Some 88 per cent of consumers use showrooming to ensure they’re getting the best deal possible, whilst 77 per cent prefer to look at product ranges online, as there often isn’t as big a selection in-store, reports dailymail.co.uk.
