According to a recent study by Nielsen, “webrooming” is beginning to become a very popular trend among global shoppers, which is good news for omni channel retailers of every size. For years, traditional retailers feared the potential effect of “showrooming”, when consumers visit brick-and-mortar stores to test out products but ultimately make their purchase online from a competitor. However, a number of recent studies have shown that “webrooming”, when consumers research products online but make the purchase in-store, is actually growing in popularity. In their most recent study, Nielsen surveyed more than 30,000 consumers across 60 countries and found that 60 percent of consumers said they often browse products online before ultimately purchasing them in stores. Another study from Accenture, released earlier this year, also found “Web-rooming” to be more common than showrooming. In that study of U.S. consumers, 88 percent of respondents said they browsed online before buying in a store, compared to 73 percent who showroomed. A 2014 report from payment solutions firm Merchant Warehouse also found a greater number of shoppers “Web-roomed” than showroomed. According to a recent Washington Post article, experts say that the “Web-rooming” practice has helped empower shoppers, making it easier for them to compare prices and do comprehensive research on an important purchase. It also creates a new dynamic for retailers, who must adapt to a consumer who is highly informed.