Showrooming... & Why You Shouldn't Do It

From time to time, we consider it our duty to educate our prom goers and brides about our particular industry, and this is one of those times.

We aren't just sharing what is happening in our shop, but rather what is trending industry-wide and nationwide in the bridal world. If you want to be an informed and respectful shopper, heads-up! This will give you some needed wisdom and insight.

What is Showrooming?

You probably know what this is, even if you didn't know the term for it.

Showrooming is when you visit a small business or store and make it your own personal place to explore and try on items with zero intention of buying. We're not talking about browsing televisions at a big box store, or doing a first-blush look at options where you walk through, gaze and then make an appointment. 

Often, under the guise of "doing research" or "figuring out what looks good on me," showrooming shoppers believe they are being discerning consumers, when in fact they are often knowingly taking advantage of brick and mortar shops that provide a custom selection, attractive space, and knowledgeable staff. Some truly believe they are being savvy, while we know others are hoping to get away with coming in, trying on items endlessly and then scooting out the door to place their orders online. 

The BRidal "Experience" Game

Currently in the bridal / prom industries, there is an epidemic of women trying on gowns and dresses just for the experience of it. Some visitors attempt to treat our showrooms like personal dressing studios, where they can ask for endless assistance from our staff, take up time and space, while more intentional and sincere clients may not be getting the attention they deserve. More often than you would imagine, items are damaged during this trying on process and the loss goes to the shop.

Others aren't shoppers at all. They've made a visit to our shop as a play date where they spend hours getting a feel for what's out there, have fun dreaming of their wedding or prom, and then leave. Please know that if you are doing this, we know it. Everyone knows it, and it is now become an industry-wide problem.

What You Get when you Shop & Buy in Person

​​Trying on dresses is fun and it should be, but we are the business of providing not just goods, but our services. 

• Our collections are carefully curated by our staff for each season's trends and appropriate price points.
• Our team is trained in customer service, and has a deep well of knowledge to share with each and every shopper. We hold your hand through the process, help you choose the right undergarments, accessories, jewelry, and more. 
• We help you understand sizing, when to order, what to expect and how to manage hurdles, so that when your event happens - you are ready. 
• We encourage our clients, we send reminders, help them problem solve with alterations, additions and edits to their ensemble. 

We understand that we won't have THE dress or gown for every shopper, but we do want people to respect the services we provide to our shoppers. Those who use us as a way to survey the market, or spend an afternoon, are not shoppers. They are taking advantage of our time, our expertise, and our good will. If you want to be an online shopper, be one. We get it! It's convenient. But to use a community business to do your homework is bad consumerism and poor shopping etiquette.

What you can Expect if Showrooming Continues

The trend now, and we've seen it happen with our regional and national peers, is to implement "try-on fees," so that only intentional buyers will spend time in our boutiques. If you are sincere about finding something that will work for you and making a purchase with us, then you'll be ready to pay a small fee in order to get the right garment. If you're not, that's certainly ok, but we hope that you will respect that we would like for sincere shoppers only to have access to our knowledgeable team, our selection, our counsel about details to make everything work, and our boutique space. 

Bridal Traditions has already implemented appointment fees for certain types of bridal appointments. We are trying to avoid it, but if this behavior persists, we may be forced to implement try-on fees for prom as well as bridesmaid customers. 

​As an industry, we want to protect ourselves and our staffs while still providing exceptional service for those who understand and appreciate what we do. We love and respect our customers and we want to continue to bring them the stellar service that they expect from BT.