Webrooming: What It Is and How Retailers Can Win with Scratch-Off Promotions

By Dennis Romano

Webrooming is the opposite of “showrooming.” Instead of visiting a store to check out a product before buying it online, shoppers research online first—reading reviews, comparing prices, and watching demos—and then go into a physical store to make the purchase.

This behavior is increasingly common because shoppers want the confidence of research combined with the instant gratification of in-store buying—no shipping wait, no return hassle, and the chance to touch or test the product before purchase.

Generational Breakdown of Webrooming Shoppers & How To Integrate Priiize Scratch-Off Games With Their Promotions.

Gen Z (Born 1997–2012):

• Digital-first, they rely heavily on TikTok, YouTube, and peer reviews before making a purchase.
• For them, Webrooming is about validation: they research online, then buy in-store to confirm quality and style.
• Retailer Opportunity: Gamify their shopping with instant rewards to encourage store visits and purchases.

Millennials (Born 1981–1996):

• Price-conscious and deal-driven, often comparing multiple retailers online.
• They use Webroom to hunt the best deal but still enjoy the in-store experience.
• Retailer Opportunity: Offer scratch-to-win discounts at checkout, encouraging in-store purchases over online.

Gen X (Born 1965–1980):

• Busy and pragmatic, they research online for efficiency.
• They use Webroom to avoid wasted trips and to ensure stock availability.
• Retailer Opportunity: Use loyalty-driven scratch-offs that reward repeat visits, e.g., “Scratch for $5–$50 gift cards on your next purchase.”

Baby Boomers (Born 1946–1964):

• Trust physical retail more than online. Baby Boomers research online for reassurance but prefer talking to sales associates and seeing products.
• Retailer Opportunity: In-store scratch-offs give them fun, instant gratification while encouraging larger purchases (e.g., furniture, appliances).