By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Minneapolis — Best Buy is doing a better job of thwarting showrooming than Walmart or Target, a new study suggests.
According a report by market research firm Prosper Insights & Analytics, fewer in-store mobile customers defect to Amazon.com while shopping at Best Buy than they do while visiting Target or Walmart stores.
Prosper’s May survey of 330 smartphone and tablet users showed that while shopping a Best Buy store, roughly 11 percent were more likely to make a CE purchase from Amazon than a Best Buy digital channel, compared with about 13 percent for Target and 14 percent for Walmart.
Broken out by gender, males appear to be more loyal to Best Buy, while females tend to favor Target. Male mobile users ages 18 and older only showed an 11 percent propensity to buy from Amazon while shopping Best Buy, compared with 15 percent for Target and Walmart. Conversely, only 11 percent of female mobile users ages 18 and older would defect from Target, compared with 12 percent who would showroom Best Buy or Walmart.
“Men are more prone to looking for a variety of brands, in-store experience, and the latest technology when shopping for electronics, whereas women are generally more focused on a budget-friendly price point,” said Prosper analyst Pam Goodfellow. “With Best Buy going to great efforts to improve its offerings and in-store customer experience, it’s not surprising that male mobile shoppers are showing a higher affinity to this store compared to discounters.”
Going forward, she said the challenge for Best Buy will be to “maintain a great experience and retain loyal shoppers because Amazon will continue to up the ante when it comes to winning over its competitors’ customers.”
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