Dive Brief:

• Some 69% of consumers surveyed by customer experience management company SDL expect the same pricing and discounts whether they’re in store, online, or on their phones.

• Showrooming is still a major issue and is being abetted by smartphones, the survey also found, with 62% of respondents saying they use their phone in store to compare products and prices and 77% saying they visit a store to check out items they plan to buy online.

• More than half (58%) say they share information or seek advice about purchases on social media. SDL surveyed more than 4,000 consumers in the United States, United Kingdom, Australia, and Singapore about their mobile and social media habits.

Dive Insight:

To help them expand their rail-think margins, retailers have increasingly turned to dynamic pricing and to different pricing for online and in-store customers. But it’s a dangerous game. Consumers, especially those with smartphones, easily find the lowest price, and they’re none too happy to find that they are unable to get a lower price because of where or when they shopped.