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Business Management

Are Your Customers Showrooming?

Editor Colleen Brousil discusses why it’s important to engage your customers.

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Mega-retailer Target recently announced the extension of its holiday price-matching policy in an attempt to go head-to-head with online goliath Amazon all year long. Target isn’t the first big box to match online prices — both Wal-Mart and Best Buy have similar policies in place. 

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While these price-matching strategies may work for retail giants, they can quickly shutter small businesses like many traditional powersports dealers. But the question remains, how can you combat showrooming? 

If you’ve not heard of showrooming, it’s the practice of using a retail showroom as a place to touch and feel products as you price shop for them online. Apps like RedLaser let consumers simply scan the barcodes of the products on your store’s shelves, and find the lowest available online price. There’s a good chance your customer will buy that helmet before he leaves your store — the question is, will he buy it from you? 
 
I have to admit, I’ve engaged in this practice in small brick and mortar shops. The thing is, the staff let me do it. I was either not greeted, or the salesperson took my “just looking” at face value. If a customer has taken the time to drive or ride to your very niche retail location, they are likely “just looking” for something specific. Be more engaging. Service is one of the few unique value propositions you can offer your clients. If you and your team present yourselves as engaged, enthusiastic experts that actually care about your customers, at the end of the day, more times than not, your customer won’t even have the chance to pull out his phone and price shop. 

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That process starts with well-trained employees, and keeping your staff up to snuff continues to be core to our mission. Our team of industry experts is here to help your team shine and keep your cash register
ringing.

Got a specific issue? Let me know. Drop me an email at [email protected] to tell me what we should write about next. This is your magazine, and we want our print publication and digital content to be your go-to guide for business intelligence. 

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