Study: Best Buy, Target at High Risk for Amazon Showrooming, But Others Face Even Greater Threat

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SEATTLE, WA (February 27, 2013) – In the largest showrooming study to date, Placed identified Best Buy and Target as high-risk retailers for Amazon customers to view offline and buy online. Surprisingly, Best Buy and Target were not the most at risk for showroomers taking over their aisles. The results from the Placed: Aisle to Amazon Study found that consumers who showroom and then purchase on Amazon are 20% more likely to visit Best Buy and 15% more likely to visit Target than average, but Bed Bath & Beyond, PetSmart and Toys ‘R’ Us all face greater risk.

“Amazon was the clear winner in e-commerce 1.0, and unless brick-and-mortar retailers shift from reactive to proactive, Amazon will win e-commerce 2.0 on the backs of offline retailers,” said David Shim, Founder and CEO at Placed.  ”All the attention to date has been on Target and Best Buy as the early victims of showrooming, but significantly more retailers are at risk. Retailers need to know that it’s not a question of if or when showrooming will impact their business, as an aisle to Amazon is already in their store.”

The Placed: Aisle to Amazon Study is based on 14,925 U.S. survey respondents combined with the direct measurement of nearly 1 billion U.S. location data points during January 2013.  By directly measuring consumers’ paths in the physical world, Placed provides an unprecedented look at the impact of the digital world on brick-and-mortar shopping behaviors.

To download the full report, please visit: http://www.placed.com/resources/white-papers/aisle-to-amazon

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