UK retailers hit by 'showrooming'

Research by experience design agency Foolproof reveals the increasing impact of so-called 'showrooming' in UK stores, whereby people use mobile devices to compare prices elsewhere – either in rival shops or online. The company's research differed from similar studies, in also gathering data on how consumers acted after comparing prices.

Foolproof said its findings were "hugely significant for UK retailers", with an estimated £500million in sales switching between retailers during the final weekend before Christmas 2012. The research also highlighted a generation gap, with those under 40 significantly more likely to use a physical store as a glorified shop window before subsequently buying an item online.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.