The study also took an indepth look at the practice of "Showrooming," which is when a shopper standing inside a retail store goes online using a smartphone or tablet to check a competitor's app or web site for a lower price on a specific product. But interestingly enough, while 70% of shoppers in a brick and mortar store admitted to checking a store using a mobile device, 62% of them were checking the online app or web page for the store that they were in. 37% were actually Showrooming.
"Customers are using their mobile phones as integrated parts of their shopping experience. Mobile is the ultimate companion channel, making showrooming as much of an opportunity as it is a threat. Retailers need to engage their customers equally well through all channels, especially through mobile sites and apps, or risk losing customers and sales to competitors that do a better job of meeting their needs."-Eric Feinberg, Senior Director of Mobile, ForeSee