Content about Australian Interactive Media Industry Association

September 26, 2012

Contradicting claims that showrooming undermines retail sales, new survey results from loyalty management company Aimia revealed that showroomers exhibit more loyal behavior than nonshowroomers, making them an ideal target for retailers.

MINNEAPOLIS — Contradicting claims that showrooming undermines retail sales, new survey results from loyalty management company Aimia revealed that showroomers exhibit more loyal behavior than nonshowroomers, making them an ideal target for retailers.

Retail showroomers, who browse for items in-store before using their smartphones to find a lower price online, also were found to be active participants in loyalty and reward programs, according to the "Through the Looking Glass" retail brief released on Tuesday.