People are looking at product images online and buying in the store. Proving a concept called "reverse showrooming," a survey reported that 41% of social media users look online and buy in person, while only 26% practice "showrooming," which is browsing in the store but ordering online. Twenty-one percent of Pinterest users reported purchasing a product in-store after pinning, repinning, or liking an item.
This survey is significant because it could alleviate concerns that people increasingly browse in brick-and-mortar stores but order online, a claim used to explain declining store sales, such as Best Buy's.
In a nifty interactive, a Harvard Business Review article described five typical paths that Pinterest users follow to consume products:
- The Deal Seeker
- The Nonseeker
- The Category Seeker
- The Inspiration Seeker
- The Social-Proof Seeker
- What is your own experience with online and in-store shopping? How do you explain differences or similarities between your behavior and that reported in this survey?
- What implications of this survey do you see for Pinterest? Amazon? Best Buy?