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Monday 19 November 2012

Showrooming 'is changing the retail environment'

The popularity and prevalence of smartphones is beginning to have an effect on the retail environment in the UK.

According to new research from Aprimo, one in five consumers is now 'showrooming' - a term used to describe the practice of visiting retail stores to try products and then using their handsets to find the best price online.

Sales executives may need to change the way they approach their jobs because the report found that of those customers who do showroom, one-third will end up buying the product elsewhere and 96 per cent state they will continue to use the practice.

"This research confirms what many in the retail industry have suspected: Showrooming is here to stay," said Sucharita Mulpuru, vice president and principal analyst for Forrester Research, who helped develop the survey questions and analyse results.

He added that personal service and loyalty programmes need to be adopted by retailers.

Based in Milton Keynes, Aaron Wallis are a sales recruitment and sales training business committed to sales excellence.

Posted by Richard EsquilantADNFCR-1617-ID-801490545-ADNFCR

Source: The Sales Executive News

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