What is webrooming? To put it simply, webrooming means “finding products online and purchasing them on site”. It means that consumers browse products, conduct research and consideration on the Internet, but do not consume online, but go to offline physical stores to consume. According to statistics provided by Shopify , up to 60% of consumers are webroomers, and the number has increased sharply after the Covid-19 epidemic. For brands, the biggest crisis and pain point is that after browsing online product information, these webroomers are too lazy to go to physical stores to shop, and even go to competing physical stores to buy other competing products.
webrooming
As the online battlefield becomes increasingly important, many brands invest more resources in online advertising, setting up official websites, and producing visual materials and detailed text netherlands whatsapp phone number content. However, more traffic was not converted in the end and was lost in the process of being diverted from online to offline. O2O operations can ensure a better online-to-offline customer experience, naturally leading to better conversions, and also allow the online resources invested in webroomers to be of value.
How to do O2O: 3 major steps and O2O cases
1. Increase incentives for shopping in physical stores: store coupons, lucky draws
The easiest way to weed out lazy webroomers is to push information online, add incentives to physical stores, and indeed improve offline consumer experience. For example, retail brands send "store redemption coupons" to friends through official LINE accounts, or use plug-in game modules to attract online members to participate in store activities. Adidas used the game module function of Crescendo Labs to design the "Christmas Surprise Spin Gacha" game. After obtaining more user information, it would then recommend nearby stores based on the user's geographical location to attract customers to the store. In just 11 days during the Christmas period, it successfully attracted 50,000 consumers to join as new friends of the adidas LINE official account ( see the full case of adidas ).