Showrooming

by Tom Doyle on June 18, 2014 at 1:42 PM

What is showrooming?

Have you noticed people trying on frames in your store, then taking a picture of the price tag and leaving without making a purchase? If so, you’ve just witnessed “showrooming”. By definition, showrooming is the practice of visiting a store in order to examine a product before buying it online at a lower price. This is happening more and more frequently because while many people still prefer trying on frames they buy, many frames are available at lower prices through various online vendors. Keep reading to find out how Frames Data can help you win the battle of showrooming!

Advantages of showrooming

The opportunity begins with potential customers physically walking into your store. This gives you a chance to make a sale that might not otherwise happen if the customer is simply shopping online. You can also play up the advantage of immediacy. Instead of waiting a few days and paying shipping costs—the customer can walk out with frames in hand.

Disadvantages of showrooming

Having potential customers come into your retail shop is a good thing; having them use your frameboard and salespeople’s valuable time only to purchase online, is a shortcoming.

How to combat showrooming

For many customers, the focus is the actual experience in brick-and-mortar stores more so than the purchase itself. Providing excellent customer service and making the most out of the experience for the prospect will aide in converting them into a paying customer.

Using My Vision Express with Frames Data is a material way to combat showrooming. My Vision Express’ software allows you to print a unique FPC code that Frames Data assigns to each frame in the place of the standard UPC code assigned by the frame’s manufacturer. This will allow you to print a unique barcode, but the customer will not be able to scan the barcode to find cheaper alternatives online. Does your software let you print our Frames Data FPC codes to combat showrooming? Call your software provider to find out.

To find out more information on Frames Data’s offerings click here. For more information about My Vision Express click here.

Written by Tom Doyle

Tom Doyle is Frames Data’s Director of Marketing & Key Accounts, and has been working as a marketer within the optical industry for over 10 years. In that time he’s worked with many software companies on new integrations, and has developed an understanding of what works and what doesn’t. Tom is also keenly interested in productivity methodology, the color orange used in marketing, and karaoke. He is also a die-hard cat person.

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