E-commerce: UK Online Shoppers are Boomeroomers

Application_for_online_shoppers (1)

Through the process of boomerooming products are researched online, seen in the flesh in-store and then bought online for the lowest price possible.

First came showrooming, which means examining items in-store and price shopping online, and then came webrooming (researching online and buying in-store).

UK-based e-commerce Agency, RedSnapper, has recently uncovered a new trend in online consumer behaviour – Boomerooming.

Boomerooming is the process of researching products online, visiting a physical store to see/feel/touch/try a product in the flesh and find the best deals online before making the final purchase.

Showrooming has been a cause for concern for bricks and mortar retailers for several years, until a study was released by Merchant Warehouse earlier this year, revealing that 69% of smartphone users had webroomed, compared to just 50% claiming they had showroomed – a much-welcomed sigh of relief for offline retailers.

RedSnapper took Merchant Warehouse’s research one step further to identify whether consumers were actually using a combination of webrooming and showrooming in a practice they aptly dubbed, ‘Boomerooming’.

The research found that 62% of UK consumers had in fact boomeroomed, which debunks the idea that the ‘physical store experience’ and convenience prevails over a bargain-priced product.

The research looked into what consumers’ main gripes with shopping online are, and the overwhelming majority stated that not being able to see/touch/try a product in the flesh was the main issue.

Photo: “Application for online shoppers” by Dressformer – Own work. Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons – 

Advertisements

Posted by

I'm a Brazilian journalist based in West Midlands. In Brazil, I have worked with International Trade and Logistics publications. Now in the UK, I keep writing and I dedicate myself to a new project : Midlands Trade - a blog focused on business in Europe and Brazil. It's also supporting small businesses throughout the #MeetTheBusiness.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s