Webrooming and Showrooming

A Literature Review on Consumer Buying Behaviour

Abstract

We are living in times of great change, where events unfold at an exponential pace. In order to keep up with this evolution, it is imperative for organisations to develop strategies that not only monitor consumers’ online and offline behaviours but also anticipate them. The adoption of omnichannel strategies—combining digital and analogue channels—thus becomes essential, both to meet the needs of potential consumers and to gain competitive advantages. Ongoing research appears to confirm an increasing offline presence when it comes to the final purchase, while product information is typically sought online—known as webrooming—reflecting the consumer’s need to physically experience a product. Conversely, the selection and examination of products through offline means followed by purchase via online stores, in pursuit of more attractive prices—known as showrooming—is also identified as a trend. It has also been found that combining offline and online channels allows for more informed decision-making, as consumers are better equipped to assess products, facilitating the purchasing process. The synergy between the two channels is therefore crucial, involving an operational flow from online to offline and vice versa, based on the consumer’s subjective perception of product or service value. In the midst of digital transformation, it is clear that brand presence is not exclusively online, as different consumers use platforms in diverse ways to meet their daily needs and desires. The main objective of this article is to present the state of the art on this subject through a literature review of specialised sources.