Do you like shopping? Or does the thought of traipsing round the shops fill you with dread¹? For some of us, shopping is an enjoyable way of spending our leisure time and our money. For me, it's something I would rather avoid. Thank goodness for the internet!

 

We know that shopping online is increasingly popular. The British are particularly good at it. We are one of the nations that does the most online shopping.

 

It's more convenient to buy CDs, electrical items, even food, from the comfort of your sofa. But that's not the only reason: price is an important factor. We can buy goods and services cheaper online. But sometimes the problem is knowing what to buy. This has led to a type of shopping called 'showrooming'.

 

Showrooming is something I've done. I go into a shop to browse². I can see, touch and try out products but then go home and buy them online at a knock-down price. I'm not alone in doing this. Research by a company called Foolproof, found 24% of people showroomed while Christmas shopping in 2012.

 

Amy Cashman, who is Head of Technology at TNS UK, says the reasons for this new shopping habit are that "people are short on time, short on money and they want reassurance³ about the products they are buying." She explains that consumers are not only shopping online at home but they are using the internet in-store or on their smartphones to shop around so they can "get to the bottom of where they can find a cheaper price elsewhere but also get information [and] product reviews."

 

But does this mean technology will kill the high street? Certainly shops will change. They will have to offer more competitive prices or offer other incentives⁴ by giving exclusive in-store discounts or free gifts.

 

We mustn't forget that buying in a shop means you can get expert advice from the sales assistant and you can get good aftercare. It's good to speak to a real human rather than look at a faceless computer screen but at least by showrooming, you get the best of both worlds!

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