The stores charging shoppers up to $25 to TRY ON clothes in backlash against time-wasting trend for 'showrooming'



Some retailers are charging customers up to $25 to try on items in a bid to combat 'showrooming'.

The phenomenon, which sees shoppers research items in-store and buy them cheaper online, is said to be having a toxic effect on brick-and-mortar businesses and leading them to come up with new sales strategies.

Indeed, on WeddingWire , a bride-to-be called Jen reveals how she was recently charged $25 at one unnamed New York boutique as she tried on bridal gowns.

New sales strategies: Retailers are now charging customers up to $25 to try on items in a bid to combat 'showrooming' and stop shoppers from wasting staff members' time

'I didn't like the idea,' she wrote, adding,'but since it was a nominal fee, I did it anyway.'

WWD notes that 'few stores will actually go on record confirming such a tactic' but it's becoming more widespread with average fees ranging from $5 to $25.



'[It's to] ensure staff members aren’t wasting their time with customers who will ultimately make their purchases elsewhere,' it continues.

Some appear to agree with the policy, especially when it comes to expensive purchases such as wedding dresses.

One commentator wrote in response to the post on WeddingWire: '[It's] probably to prevent people from just trying on gowns for funzies [sic]. I imagine that happens very frequently . . . I myself am guilty.'

And another added: 'I actually think the charge is a good idea . . . being in retail I would hate to have my time wasted especially if I worked on commission.'

'It's to ensure staff members aren't wasting their time with customers who will ultimately make their purchases elsewhere'

However, one female shopper simply stated: 'I would NEVER patronize a place that made me pay to shop.'

This March it emerged that a Vera Wang boutique in Shanghai was charging women 3,000 yuan ,almost $500, to try on wedding dresses.



The amount was deducted from the total price i f a purchase was made, but was not returned if customers decided to look elsewhere. But the charge was soon scrapped after it triggered global outcry.



A survey by think tank L2, last year, reported that 82per cent of smartphone users price check items on the internet while shopping.



It predicted that mobile-commerce will grow at a rate of 30per cent to 40per cent a year, with sales reaching $31 billion by 2015.

Consumer trend: A survey by think tank L2, last year, reported that 82per cent of smartphone users price check items on the internet while shopping

It cited Amazon as the biggest threat to brick-and-mortar stores with its offer of a same-day delivery service, informative product reviews and competitive pricing.



Instead of charging try on fees, other traditional brands have focused on becoming more high-tech.



Bloomingdale's and Saks Fifth Avenue, for example, have launched mobile apps while Target rolled out QR codes allowing shoppers to scan and buy items on their cellphones.

However, Parker Karnan, president of the Independent Running Retailers Association, said going head-to-head with major e-tailers might not be the best solution to 'showrooming'.



'All of us need to do what we’re really good at,' he explained to WWD. '[Independent stores] are really good at creating relationships with their customers.'

Isack Fadlon, co-owner of Sportie LA, a footwear store in Los Angeles, added in hope: 'We still . . . believe the majority of our customers want to see, touch and feel, and have the experience of discovery and seeking something out and feeling very good about it.

