Through the Looking Glass: Building Relationships with Retail Showroomers

In 2011, Aimia commissioned research firm Harris Interactive to conduct a survey of the Millennial consumer segment (ages 19- 29) in Canada, the United Kingdom and the United States. The survey focused on Millennial attitudes and behaviours relating to brand loyalty, data privacy, mobile and social media marketing, and rewards program participation. Shortly after we released the results of this research, the practice of retail “showrooming,” in which consumers use traditional brick-and-mortar retail stores to evaluate products in person, then use their mobile devices to find the product at a lower price online, became a hot topic in business media.