57% of showroomers head to Amazon

Where do most showroomers end up making a purchase? No, it's not a (bad) joke, the question forms part of a new study from Harris Interactive. Oh, and the answer is... Amazon.
先逛店后网购一族最终选择在哪里购物呢？不，这不是一个玩笑，这个问题成为了哈里斯互动市场研究公司一项崭新研究的一部分。对了，这个问题的答案是亚马逊。
Smartphones are like one huge price directory, conveniently packaged so that shoppers, much to the chagrin of onlooking sales staff, can look-up a product they want having found it in a bricks-and-mortar store and find out where to buy it cheaper.
智能手机就像一个巨大的价格目录，如此方便携带以致顾客可以在实体店里找到他们想购买的产品并使用手机找到在哪里买更便宜些。这也是亲眼看到这一现象的实体店里销售人员十分懊恼的。
Hence the term 'showrooming' - where a consumer uses a store as a showroom in which to view and handle goods prior to purchasing elsewhere.
    因此诞生了这个属于”先逛店后网购”---即顾客先到实体店去观摩产品再在其他地方购买产品的行为。
According to new research from Harris Interactive, Best Buy is the bricks-and-mortar store in which people showroom most frequently, cited by 23%. Walmart came in at number 2, cited by 21%, followed by Target (12%) and Home Depot (6%).
根据哈里斯互动公司的这项新调查，人们最经常去查看（showroom v. 去实体店体验之后用更少的钱在网上购买 ）的实体店是Best Buy，被引用了23%；排名第二的是沃尔玛，被引用了21%；紧随其后的是Target (被引用了12%) 和Home Depot (被引用了6%)。
Amazon, where most showroomers end up making a purchase after visiting a store, was the recipient of most (57%) of the business lost to other retailers via showrooming. However, that figure goes higher among Best Buy, Walmart and Target showroomers of which 66%, 69% and 72% respectively went on to make purchases with Amazon.
    绝大多数先逛店后网购一族在实体店看完后选择购买的网店是亚马逊，占到了零售商们失去的生意的57%。然而，在实体店看完最终选择到亚马逊购物的这个数据在Best Buy，沃尔玛和Target这三家公司还要更高一些，分别占到了66%，69%和72%。
"You've got to hand it to Amazon: they are truly a retail darling that knows how to deliver on customer expectations," said Mike de Vere, President of the Harris Poll. "The company led the rankings in our annual Reputation Quotient study, as well as taking the E-Retailer Brand of the Year title in our annual Harris Poll EquiTrend Study; these results further stress the company's clout, by displaying its ability to pluck customers right from their competitors' stores."
   “你不得不敬佩亚马逊：他们是真正的零售宠儿，他们知道怎样更好地实现顾客的期待，”哈里斯民意调查公司的总裁迈克说道。“亚马逊在我们的年度声誉商数研究中排名第一，在我们有关电子零售商品牌的哈里斯年度民意EquiTrend调查中也排名第一。这些结果进一步加强亚马逊的影响力，这可以通过亚马逊从竞争对手的商店争强顾客的能力中显示出来。”
So, what's a store to do to combat the rise in showrooming? The obvious way forward as suggested by this study, is price-matching. In fact, 57% of survey respondents said they would be 'much' (20%) or 'somewhat' (37%) more likely to make a purchase in-store if prices were matched with the likes of Amazon.
    那么，实体店到底该如何做才能应对“先逛实体店再网购”呢？这篇研究建议的最明显的方法就是价格匹配。事实上，57%的问卷回答者提到，如果实体店里的价格和像亚马逊这样的网店里的价格匹配的话，他们很愿意（占20%）或者有点愿意（占37%）更愿意在实体店里购物。
Sales staff, in the front line of in-store defense, must always be of the best caliber, trained to assist and support customers in their tasks. However, the Harris Interactive poll found that interacting with showroomers could be a hard ask; 59% agreed they would rather use their smartphone to search for product information than ask sales staff for help.
守护在实体店前线的销售人员，必须都是最有能力的，并且接受培训来协助和支持完成他们的购买计划。然而，哈里斯互动民意调查公司发现与先逛实体店再网购一族沟通是一项艰巨的任务；他们当中59%的人同意这样的观点：他们宁愿使用智能手机来查询相应的产品信息也不愿意去向销售人员寻求帮助。

hejing3268 发表于 2013-8-21 17:15
Where do most showroomers end up making a purchase? No, it's not a (bad) joke, the question forms pa ...

文章系自己翻译，请多多批评指正。https://bbs.pinggu.org/thread-2592268-1-1.html

Online shopping is a kind of inevitable trend

Back in January I wanted to buy Amazon's shares, but there was no way I could open a US equity account.

I can see myself, Showroomer, from the article. I just bought a camera from Amazon, but checked it out from Best Buy in advance. In order for Best Buy to win the battle, they have to sell something Amazon doesn't carry or with the comparative price. Is there a future for Best Buy?

price matching is good. saves shipping.

3qu

deserve to read!

nice