Cruelty to retailers?

Mobile is the trigger for showrooming behaviour to emerge, says TNS, with rates of 87 percent in Middle East and North Africa, 86 percent in India, 77 percent in China, 75 percent in Emerging Asia, and 67 percent in Sub-Saharan Africa.

“Mobile has been cast as the villain in retailers’ showrooming nightmares – but the latest Mobile Life study Blessing in Disguise suggests it could yet be one solution to their problems,” says the report. 

It suggests that, far from leading the showrooming stampede, mobile technology in many respects offers retailers the chance to reassert influence over it.

“Analysis of the mobile services of most interest to shoppers suggests that encouraging mobile use in-store could prove to be retailers’ salvation.”

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