Shoes and SHOWROOMING combination? Really exists?!

Showrooming or TOPO, a problem that can be solved!

A phenomenon that has spread everywhere in recent years is showrooming or TOPO ( try offline purchase online ). This behavior will probably be increasingly widespread in the future thanks to new technologies. From an empirical point of view, the phenomenon occurs when the consumer notices a shoe he is interested in, goes to try it in a store and then buys it online.
This happens since the consumer in this way can take advantage of a more competitive price, the offer of some promotion which makes the purchase more advantageous. In an article by the Young Entrepreneurs of Confcommercio, the study carried out already in 2014 by Connected Commerce entitled " a snapshot of the modern shopper " is cited, drawn up on a sample of approximately twelve thousand online consumers distributed across twelve countries (Belgium, China, Denmark, France, Germany, Italy, Holland, Singapore, Spain, Sweden, United Kingdom and USA). This analysis shows that 56% of consumers purchase products online after trying them in store and this is very widespread in Italy.
Offline business owners could respond to this threat by expanding their business through the creation of an e-commerce site or apps that can extend the shopping experience for the consumer, the possibility of creating personalized offers for the consumer and the opportunity to get positive feedback.
This could encourage the opposite behavior called ROPO ( research online purchase offline ) with which the individual collects information relating to the product he wants to purchase on the web and then goes to the point of sale to make the purchase.
This also has the advantage of being able to observe and try the product directly before purchasing. Google can be helpful for offline shopping as if you type a product you want to buy into its search engine you get the location of nearby shops that have this availability. Another way that has been used to discourage the TOPO phenomenon is the application of a small fee on trying on the shoe without the subsequent purchase. This choice may appear questionable as there may be people who enter the store, try on the shoes and do not purchase for various other reasons, such as the perception that the shoe is not suitable for their foot or that it is not to their liking once worn. . It would therefore seem appropriate to implement different expedients such as being able to sincerely and professionally recommend the best shoes for that type of customer in order to gain their trust, and then achieve loyalty in the future. You should also think about creating a community of customers involved through events such as small fashion shows or involving them through the use of social media, newsletters and contests.