NEWS4 August 2014

Many UK consumers are ‘boomerooming’

News UK

UK — 62% of UK consumers are ‘boomerooming’, according to new research.

Boomerooming describes the process of researching products online, visiting a physical store to interact with the product in the flesh, then finding the best deals online before making the final purchase. It follows the trends of ‘showrooming’: trying out items in store then purchasing online; and webrooming: researching products online and buying in store.

This finding came from research conducted by UK ecommerce agency Red Snapper, which surveyed 100 UK consumers in order to uncover their shopping habits. The research found that one of the biggest complaints about shopping online was the inability to see/ touch/ try a product in the flesh.

Full findings can be found here.