Now that we know how consumers buy, it’s time to change the way we sell.
Reverse Showrooming is changing our understanding of the consumer buyer journey. E-commerce may be on the rise, but the majority of consumers still prefer making a purchase in a store—after lots of online research. This shopping trend known as Reverse Showrooming, also called webrooming or ROBO, is even growing among millennials. 54% of them and 71% of baby boomers would rather buy goods in a store than online.
So why aren’t marketers selling the same way? If Research Online, Buy Offline is the new consumer mantra, for marketers, it should be Persuade Online, Sell Offline.
Put your money where the trust is
Marketers continue to spend their budgets in digital, often excluding traditional media. This is a huge mistake because when it comes time to buy, consumers place their trust in tried-and-true media.
Whether you’re targeting baby boomers, millennials, or Gen Xers, one thing is mutual: TV and print rank as the most trustworthy mediums* for influencing consumers to make a purchase. Baby boomers respond especially well to these tactics, since they are cited as the least likely generation to believe advertising and marketing.
Digital + traditional = the sweet spot
Boomers like information; millennials like imagery. Using a multichannel strategy that incorporates digital and traditional marketing tactics can do wonders for conversions. Utilize digital to inform and build trust with your consumers. Then, implement traditional advertising to motivate your customers to take action with direct mail incentives and the urgency to “act now.”
Remember that today’s omnichannel consumer is also seeking a consistent and unified journey. Your mobile site must be as user-friendly as your desktop version so that a customer can simultaneously get instant information online while seeing, holding, or using the product in a store. With a strong multichannel and omnichannel approach, you create a well-rounded strategy for maximizing the Reverse Showrooming trend.
The key to conversions
Look beyond the Internet and realize that conversions are happening offline. Keep up with the changing consumer journey that is Reverse Showrooming by using a combination of top-of-funnel digital strategies and offline media tactics. Your customers will walk away without buyer’s remorse, and you’ll get an increase in conversions.
*2017 Clutch survey: How Consumers View Advertising