eCommerce is such a force to be reckoned with that now there is a name for people who look for products online and then head to the store to see them in-person and make the purchase. This is the opposite of “showrooming,” which is what we call it when people look for the product in-store only to go home and buy it online.  It only seems natural that the experts have dubbed the reverse of this—when people look online first and then buy the item in-store, “webrooming.”

About half of the people in US will admit to showrooming, but you may (or may not) be surprised to hear that nearly 70 percent of people are webroomers.

So, if higher eCommerce sales are your goal, you’ve got some work to do. First, integrate your in-store and online operations. pcAmerica’s e-commerce functionality, available in the latest version of pcAmerica’s Cash Register Express™ point of sale software, integrates web store activity with the in-store POS system. Internet orders are downloaded to Cash Register Express™ in near real time and fulfilled in-store. Shoppers may also return their purchases at the brick-and-mortar location.

This integration is important for all of the webroomers (we’re all a little guilty of this) out there. Instant gratification will continue to drive foot traffic to your store, so the ability to buy online and pick up in store is important, especially during holiday season or for items that tend to sell out quickly.

Another tactic you could take would be to target the customer while they are in the store, by sending them a coupon or product offer that would persuade them to make a purchase. Try to entice your customers based on their previous purchases and direct them towards products you think they may enjoy because they purchased similar or complimentary items in the past.

For more information about how you can make your eCommerce platform work harder for you, please contact your pcAmerica representative at 1-800-722-6374.