Forget showrooming, here is boomerooming | RetailDetail

Forget showrooming, here is boomerooming

Forget showrooming, here is boomerooming

A London-based internet firm has thrown showrooming and webrooming theories out of the window, saying most consumers instead are "boomerooming". They choose a product online, try it out in a store and go back online to buy it in the cheapest web shop.

Boomerooming for majority of consumers

Internet firm RedSnapper performed a research to compare boomerooming to webrooming and showrooming studies. A Merchant Warehouse study had shown that 69 % of 18 to 36 year old smartphone users have done webrooming while only 50 % have done showrooming. That should have been good news for retailers, but RedSnapper questioned the results.


The company wanted to see whether British consumers were actually boomerooming instead of webrooming, and it turns out that 67 % of women have done so, like 58 % of men. 40 to 59 year old people are the ones who boomeroom the most.


Combination of advantages

The most important reason to also visit the shop is the lack of physical contact with the product online. Being able to touch, see or feel the product is important and quite hard to do online. Half of the people involved in the survey gave this as the biggest disadvantage of online shopping.


It seems that a considerable part of the consumer base has managed to combine the advantages of online shopping (choice, search options and lower prices) with the shopping experience and advantages of physical stores. That is bad news for 'pure players', both online and offline and further proof that the future (and even the present) is an omni-channel one.

Questions or comments? Please feel free to contact the editors

German Otto Group continues to soar


German online company Otto Group saw its turnover grow 10.9 % to 7.76 billion euro in the past fiscal year. The former mail order company will continue to invest in start-ups and technology.

Decent profit increase for


Chinese online retailer has grown strongly in 2017: turnover grew nearly 50 % and it was profitable again. The company also expects to exceed a 30 % growth pace in 2018’s first quarter.

Rakuten ditches Priceminister brand


Rakuten has decided to get rid of its French brand Priceminister and absorb it into Rakuten, similar to what it did tot British acquires Eastern European competitors


Fast food supplier acquired its Bulgarian competitor BGmenu and its Romanian competitor Oliviera in yet another step towards its goal of being the European market leader.

Colruyt joins PostNL's grocery service


The mailman will deliver groceries every two weeks from now on: PostNL will collaborate with new grocery service Stockon in the Netherlands. A remarkable fact is that its private label brands are Boni, which is Belgian supermarket chain Colruyt’s private label.

Strong growth for Chinese e-commerce once again


There was another strong increase in the Chinese online market last year: compared to 2016, it achieved an astonishing 32 % growth. In that regard, China is performing exceptionally online.

Back to top