Around every third consumer in Germany has already been advised in stationary trade and then bought the product online after a price comparison. This emerges from a representative YouGov survey on behalf of the German Press Agency (dpa). In the trade, this behavior is known under the term “consulting theft” – and ensures growing resentment.
Although almost half of the respondents, such a procedure is fully (21 %) or rather (25 %). But at least nine percent are more advisable to get advice in the shop and then order online. Five percent even fully speak for it. 34 % were undecided.
“If I as a stationary dealer invest a lot of money in the shop rent and in competent staff, it is of course very painful if the customers only compensate for advice and then go shopping online with other providers,” says Stefan Genth, General Manager of the Trade Association Germany (HDE) on request from SPIEGE on the subject.
However, there is also a opposite development. According to Genth, many consumers find out on the Internet and then buy in stationary retail. “Customers decide where to find out and where they want to shop,” says Genth. That is the basis of free and fair competition. There are good offers not only on the net, but also in inpatient trade.
According to Genth, many dealers have long since adapted to Omnichannel strategies. It is crucial to offer the customers a convincing shopping experience both online and inpatient – ideally in intelligent interlinking of both worlds. “If customers migrate, it is important to convince them of themselves and to win back.”
Consulting theft: Every third person buys online after advice
