“Showrooming is the practice of searching the web while in a store then buying the product on-line.” See Wikipedia
When a wine/spirit buyer is in your store and sees an item that interests them, they may pull out their smartphone to learn more about the product. What they are looking for is the “story” about the wine so they can decide to purchase it. But Google may show a better price, on-line or just 5 minutes away. This is called “Showrooming” and it’s common and not so good for retailers.
However, retail wine buyers use showrooming simply find out more about the wines because they want feel confident about their purchases. They want the story about the winery, the winemaker and wine ratings by their local community. If a retailer can supply the consumer with this information, the retailer can boost sales for its products while simultaneously preventing consumer interest from escaping to its online alternative.
Guided Showcasing – a different approach
“Guided Showcasing gives customers product details without the need for unguided web searches.”
Now you can give your consumers the information they want with Tier3, and Guided Showcasing.
It works with Interactive Shelf Talkers, placed exclusively under the wines you wish to feature. It leverages the power of your social-media and creates more sales.
You write an on-shelf “front-story” (or use the provide front-story from the winery) to give your customers a quick overview of the wine along with a unique, product-specific QR code. A customer may then scan the code on the shelf taker, then instantly see the web content that guides them towards making a well-informed purchase.
Now, your smartphone-savvy wine/spirit customers can use their phones to thoroughly explore your wines to their heart’s content—thoroughly satisfying the varying curiosities of different target demographics, leaving them with no need for the unguided web searches that result in Showrooming.
By leveraging the infinite informational capacity of an online “back-story”—accessed via scanning the QR code of an on-shelf “front-story”—Tier3 Interactive Shelf Talkers allow retailers to integrate a Guided Showcasing experience into their wine sales.
The possibilities are endless, including:
Social Media back-story integrations
- Link producers’ Instagrams to their products’ backstories, to maximize their brand visibility
- Link retailers’ Instagrams to all product backstories, to effortlessly maximize user engagement on your own corporate social media efforts
- Start in-store social media contests, accessed via special hashtag campaigns intertwined with product backstories
- Promote your local in-store wine experts’ social media efforts, by embedding relevant Instagram posts into product backstories
- Promote local shoppers’ video product reviews, by embedding relevant Instagram posts into product backstories
- Promote local chefs’ recipe tutorials and product pairing recommendations, by embedding relevant Instagram posts into product backstories
- Promote local restaurants’ menu offerings made from products on your shelves, by embedding relevant social media posts into product backstories
- Promote local shoppers’ silly, family-friendly, retailer-approved posts and videos, by encouraging local shoppers to tag your retail Instagram account in their own posts and videos
- Promote local YouTubers, who are willing to positively promote your products in exchange for the exposure that being on your backstories can give them
Local Social Back-story integrations
- Host wine tasting events, and broadcast the event information via product backstories
- Survey in-store shoppers’ opinions, by adding polls to product backstories
- Capture local community interest, by hosting Intersocial Shopping Seminars and broadcasting the event information via product backstories
- Invite local restaurant chefs to host product demonstrations, and broadcast the event information via product backstories
- Promote local schools, non-profits, Little League teams, Girl Scout troupes and more, via product backstories
- Sell advertising space on product backstories, to allow local community members the chance to promote their own information, via your product backstories
- Miscellaneous Educational back-story integrations
- Promote other products you sell as good food pairings, via product backstories
Here’s link to more information about social proof and its influence on buyers today.