Webrooming is the practice of using the web to research a product and to then purchase the product in an offline store.
"I usually go online to check prices and narrow down what I want to get," said Kameko Lindsay, a 21-year-old nursing student at Northeastern University. "Then I go to the store and see what I can find. For me, I’d rather touch things before I buy."
The Accenture study explains the reasons customers webroom: to know if a product is in stock at a store before they go, to touch and see the product, to avoid shipping costs, and to ask stores to match the best online price.
And some items are just easier and more convenience to purchase in a store. People often want to try on shoes or clothing, study the picture quality of a television, or play around with a few different tablets and laptops before they settle on something.