McKinsey’s 2014 survey finds that China’s showrooming effect, where shoppers browse in stores but buy elsewhere, has become particularly intense for the 30% of consumers who carry out mobile research while inside a store.
Only 16% of consumers make a purchase on the spot at consumer electronics store according to McKinsey.
McKinsey recommends a closed-loop omnichannel experience to prevent sales leakage for retailers. TMall collaborates with InTime, a Chinese department store, to allow shoppers to browse in-store and order on Tmall’s mobile app.
Also read: China’s Top 10 B2C Websites on Weibo in 2014
