Reverse Showrooming

Laura Slattery in the IT reports two interesting nuggets from the latest Google Consumer Barometer:

When it comes to buying home appliances, the Irish are also notably fonder of a practice known as “reverse showrooming”, where they research a purchase online before heading into a physical shop to have it rung up a till the old-fashioned way.

And, apparently, we are quite unforgiving of poor site design:

“If issues are encountered while accessing websites via a smartphone, a quarter will find another site that works better rather than trying on another device.”

Reverse showrooming is a new one to me. I wonder is it that it’s easier to return an appliance to a physical store…