Monday, June 4, 2012

How to leverage mobile to combat showrooming.

While the growth in smartphone penetration has made it easier for shoppers to compare prices among competing retailers while in-store, mobile devices can also offer a solution for merchants looking to combat showrooming and make sure they close the sale.

Retailers are increasingly concerned about the practice of showrooming, or using a bricks-and-mortar store to investigate an item and then making a purchase from another retailer after finding the best price online. Following months of hand-wringing over what to do about showrooming, retailers are beginning to take action and are coming up with strategies for the upcoming 2012 holiday season with an eye toward discouraging showrooming.

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