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Beyond Showrooming: In-Store Mobile Users Want Information, Experiences and a Buddy

November 15, 2012
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The oft-cited and much-dreaded sport of comparison shopping in-store via smartphone (aka showrooming) is only one of many mobile activities consumers perform on their devices in Aisle 3, and it's likely overrated, says a new study from Vibes. In fact, hyperfocusing on this one feared aspect of the mobile shopping experience can distract marketers from all of the ways they can engage the connected floorwalker.
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As the third screen after the PC and phone, the tablet is quickly gaining ground as a shopping device. Its use is very different from the smartphone, however. "Smartphones are used a lot for showrooming, comparing prices and pre-buying research, but their conversion rates are usually very low," says François Gaumond. "On the other end, not only is tablet traffic growing fast, but conversion rates on tablets are usually higher than on PCs — and much higher than on smartphones."
 
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