Larger retailers’ ability to invest in cross-channel marketing helps them fight off showrooming, according to a report from Internet Retailer.
A study conducted by research group CrossView compared the marketing strategies of larger retailers to those of their smaller competitors. In a group of 95 retailers, eight of the 10 largest by sales offered store availability information online, while just 39 percent of the remaining group did so. And seven out of the top 10 offer in-store pickup for online orders, compared to 26 percent of smaller retailers.
“Cross-channel consistency and superior customer service are two of the most powerful assets to help retailers win against showrooming,” says CrossView CEO Mark Fodor.
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