bake - August 2016 - 32

'webrooming'
takes off
Shoppers do more research online,
but continue to buy in stores.
BY JOHN UNREIN
Online shopping is growing around the world, but is

strategies. For fresh foods, 38 percent say they

Knowing how con-

this affecting how people are shopping in physical

looked up information, 39 percent checked/

sumers browse and

stores? The truth is, online shopping is a two-way

compared prices and 30 percent searched for deals,

shop for bakery

street, according to new research from Nielsen.

according to Nielsen.

products online is

Consumers aren't simply "showrooming"-browsing in

vital to success.

store and then going online in search of the lowest-

Perhaps more telling is what consumers are not

cost option. They're also "webrooming"-researching

doing online. Across all categories reviewed, the

online and buying in stores.

online shopping activities with the lowest mentions
include those that marketers often rely upon heavily

Conducting online research is not the only activity

to reach consumers-usage of online ads, store

that is complementing the shopping experience.

emails and social media. Only about one-10th of

Three online activities score consistently high, regard-

respondents say they've clicked an online ad or

less of the product category being considered. They

email ad to find out more in the last six months. Even

are what you likely expect: Looking up product infor-

fewer say they have subscribed to product or store

mation, checking/comparing prices and searching for

emails or liked/tweeted/commented about a product

deals/promotions/coupons.

or store on social media.

For consumable-particularly edible-products,

"In an increasingly complex retail environment,

percentages are notably lower than for durable

engagement is the emerging skill to master," said

goods, but the same online activities remain top

Patrick Dodd, president of Nielsen global retailer

32 < AUG 2016 | bakemag.com



http://www.bakemag.com

bake - August 2016

Table of Contents for the Digital Edition of bake - August 2016

editor’s note - The management issue: higher education
Masthead
Contents
News bites
Personality - Chad Robertson
Management - GMO Labeling Update
Labor front - Equipment Investment
Ingredients - Honey Baking Summit
Baking in britain
‘Webrooming’ takes off
Trick or Treat
Reinventing sweet snacks
Modified Atmosphere - Bread Packaging
Introducing Golden Flex
Fashion Week!
Creative Cookies
Cafe - Wraps for Health
New Energy Drink Options
Products
Product showcase
Classifieds
Ad Index
Online - BakeMag.com
bake - August 2016 - BB1
bake - August 2016 - BB2
bake - August 2016 - 1
bake - August 2016 - 2
bake - August 2016 - editor’s note - The management issue: higher education
bake - August 2016 - Masthead
bake - August 2016 - 5
bake - August 2016 - Contents
bake - August 2016 - 7
bake - August 2016 - News bites
bake - August 2016 - 9
bake - August 2016 - Personality - Chad Robertson
bake - August 2016 - 11
bake - August 2016 - Management - GMO Labeling Update
bake - August 2016 - 13
bake - August 2016 - Labor front - Equipment Investment
bake - August 2016 - 15
bake - August 2016 - Ingredients - Honey Baking Summit
bake - August 2016 - 17
bake - August 2016 - 18
bake - August 2016 - 19
bake - August 2016 - Baking in britain
bake - August 2016 - 21
bake - August 2016 - 22
bake - August 2016 - 23
bake - August 2016 - 24
bake - August 2016 - 25
bake - August 2016 - 26
bake - August 2016 - 27
bake - August 2016 - 28
bake - August 2016 - 29
bake - August 2016 - 30
bake - August 2016 - 31
bake - August 2016 - ‘Webrooming’ takes off
bake - August 2016 - 33
bake - August 2016 - 34
bake - August 2016 - 35
bake - August 2016 - Trick or Treat
bake - August 2016 - 37
bake - August 2016 - 38
bake - August 2016 - Reinventing sweet snacks
bake - August 2016 - 40
bake - August 2016 - 41
bake - August 2016 - 42
bake - August 2016 - 43
bake - August 2016 - Modified Atmosphere - Bread Packaging
bake - August 2016 - 45
bake - August 2016 - 46
bake - August 2016 - 47
bake - August 2016 - Introducing Golden Flex
bake - August 2016 - 49
bake - August 2016 - 50
bake - August 2016 - 51
bake - August 2016 - Fashion Week!
bake - August 2016 - 53
bake - August 2016 - Creative Cookies
bake - August 2016 - 55
bake - August 2016 - Cafe - Wraps for Health
bake - August 2016 - New Energy Drink Options
bake - August 2016 - Products
bake - August 2016 - Product showcase
bake - August 2016 - 60
bake - August 2016 - Classifieds
bake - August 2016 - 62
bake - August 2016 - 63
bake - August 2016 - 64
bake - August 2016 - 65
bake - August 2016 - Ad Index
bake - August 2016 - Online - BakeMag.com
bake - August 2016 - 68
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