Who’s Committing the Ultimate Retail Sin?

Who’s Committing the Ultimate Retail Sin?

One in five Kiwis (18%) have benefited from in-store electronics advice before heading home to find an online bargain

November 2015:

Showrooming is rife in New Zealand, with Aucklanders the worst offenders of all, according to a new survey.

Consumer research and ratings company Canstar Blue quizzed more than 1,800 adults across the country and found that almost one in five (18%) have benefited from in-store electronics advice before heading home to find an online bargain.

That number jumped to 26% of survey respondents in Auckland who are guilty of the ultimate retail sin, while consumers in Wellington (13%) and Hawke’s Bay (12%) were found to be the least likely to do it.

Gen Y respondents (28%) are much more likely to showroom than Gen X (18%) or Baby Boomers, and women (19%) are more likely to do it than men (17%), the survey found.

“The perception is that some products are simply cheaper to buy online, so many consumers are happy to take advantage of in-store sales advice before going home and searching out the best possible price online,” said Canstar Blue General Manager Jose George.

“People want the best of both worlds – they want to see and touch the latest gadgets in the flesh before they commit to buying online, but they don’t want to pay for that service. They either don’t realise the effect this has on the store-front retailers, or perhaps more likely, they simply don’t care.”

Respondents to the Canstar Blue survey, who have visited an electronics retailer in the last six months, were asked to rate the store they most recently visited across a range of research categories.

While 100% Appliances stood out in terms of store layout, PB Tech was rated highest on price, service, product range, value for money and overall customer satisfaction.

Canstar Blue customer satisfaction ratings – Electronics Retailers 2015

“When consumers shop in-store, they naturally want to get a good price on the products they buy, but other factors also come into play,” said Mr George. “Having a good range of products to choose from is important, as is the layout of the store. And consumers also want knowledgeable staff on hand to help them make those big purchase decisions.

“Fortunately for the retailers though, not everyone gets that advice and then runs home to buy online.”

ends

© Scoop Media