Viewpoint Point­of­Persuasion


Kris Munt, Director of Business Development at arken P-O-P discusses the process of engaging ‘Showrooming’ shoppers.


technology. In many ways, the concept of


Showrooming should be seen as a retail state of mind, which will allow retailers to free themselves from the traditional confines of pursuing the sale and instead concentrate on shopper engagement. For too long, many retailers in the sector have focused their attention on securing shopper spend rather than demonstrating how new technology can add value, enrich experiences and bring people together. Great selling should be about the benefits of technology, not the features. Concentrating on the latter reduces innovations to a commodity purchase decision, and that’s where online thrives. Retailers need POP solutions that bring


In 2012 it was the turn of consumer electronics retailer Comet, and as we begin 2013 it appears the time has come for HMV to succumb to the growing pressure of increasingly savvy shoppers and price­ driven online traders. Retailers are learning a fast lesson, that if they want to survive on the high street they must not only do more, they must do something different. The trend for Showrooming has become a


hot topic, especially with consumer electronics. Ironically, it’s the use of technology that allows shoppers to find products in­store and scan the barcode using their smart phone to find the best price – whether that’s via the high street or online. To make the decision process simpler, some brands have taken to reducing the number of SKU’s in store. The hope is that less choice will make the purchasing decision easier, discouraging shoppers from researching online. However, in many ways that misses the point. Shoppers want to shop. They will research extensively online and compare prices, but there remains a burning desire to physically engage with


products to life, allowing better ‘live’ interaction, as it is the sensory experiences that online retailers cannot provide. You only have to look at the success of Apple and its retail experience that lets shoppers explore with knowledgeable staff on hand to provide product insight. On the back of this kind of experience, retail teams can build engaging conversations with shoppers and add value to the purchase process by explaining details of delivery and installation services, finance options and after­sales care. Whilst the last step in the path to


purchase may now be taken online, in­store has a huge role to play in influencing where shoppers make that purchase. A memorable shopping experience will mean that decisions may go in the direction of high street retailers’ online stores instead of discount e­retailers.


arken P­O­P T: +44 (0) 1638 565656 www.arken­pop.com


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