Electronic Merchandising And Show Rooming The Digital Show Room Sowing Off Your Electronic

Showrooming has become such a mainstream topic; there is no longer even a need to explain it

. You see it every day in your store. But you can successfully compete and win. All the tools to compete and win are in our shed. We just have to dust them off and sharpen the blades!

Success comes from creating a business that is sustainable, has the ability to grow, and enjoys some competitive barriers to entry. Take a few minutes and list all the things your business offers the customer that they cannot get from an ecommerce purchase. As you look at the list, you notice price is not on it. Thats because a competitive price (but not always the lowest price) is table stakes in the retail business. Yet it is this price card, the absolute lowest common denominator of retail selling, which creates the problem of showrooming. But Nationwide independent retailers actually hold almost all the value add cards. While we are playing with a full hand, they are playing with just one card. Play to your strengths and win.

Five ways to win against showrooming.

Confidence You and your sales team really have to believe that your business will deliver a customer better experience than the competition. You do, right? And believe the extra few dollars you may ask of the customer for this experience vs. a low ball web price is really the best value for the customer. Be proud of your value add and share it with every customer.

Demo As always, youve taken the time to give a robust and compelling product demo. Its a 55 Smart TV, 3D, with interactive controls, and your customer is wowed. Then she pulls out her phone and sees she can (maybe) buy it for $200 less. A lost customer and lots of wasted time? No! You have established yourself as an expert who will help her make the best product choice. That already has chipped away at the $200. Why? Because you invested time and expertise with her, she appreciates and trusts you.

Instant Gratification Customers want stuff now. We all do. Especially really cool new electronics. Nationwide Warehouse Direct fulfillment partners get you product fast so you can be in stock and still turn your inventory quickly.

After Sale Support Ensure your customer knows you are there for the life of the product. and yes, it is a sophisticated product, and I know youll have questions as you start to try the different features. Heres my card, call me anytime, or come in and see me, and Ill help you. Powerful, and that perceived $200 price difference is getting smaller in the customers eyes. You are creating barriers a low ball web store cannot compete with at any price.

Get Into The Customers Home Theres a reason successful Nationwide Members have learned how to serve their customers in the home. Serving customers in the home delivers an incremental and higher margin labor sale. It also creates another barrier to the web purchase. In home services vary by category, but all make the customers life easier and increase satisfaction. They also make price a smaller part of the decision. Services can be as simple as white glove delivery, then setting up, connecting, and having it up and running. They can be more complex, i.e. on the wall TV mounting and installing in wall speakers. Very often the customer who says they are DIY, can be easily converted to a DIFM* sale. Many customers want, and will pay for, you to get the Smart TV internet connected, and the 3D working, so they can be a hero to their kids without having to figure it all out. Make sure you give them that option and you will profit from it.

The Winning Hand!

You shared your companys advantages. You did a killer product demo. You have it in stock. You built customer trust that you will be there down the road. You attached the right products to complete the basket, including audio and accessories. You have confirmed the date to deliver and set up their new purchase. Is the customer still thinking about the $200? Probably not, because customers would rather buy from a retail store vs. online, and the web price is no longer a desirable option compared to the Value Added package you have delivered. Win!

by:Justin Mathews

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