Friday, August 31, 2012

How Retailers Can Benefit From Consumer 'Showrooming'

Showrooming, the practice of checking out products in a physical store and then buying them online, is a rising concern among retailers as smartphones and other mobile devices become ubiquitous. Various apps make it easy to scan a barcode to compare prices and buy a product cheaper online.

Robert is somewhat skeptical of the impact this has on retailers, in part because of his own anecdotal experience. He says "even more than I showroom, I research a product online–often at Amazon and other online retailers presumed to be the key culprits in showrooming–and then buy a product in a physical store because I need it now or simply want to touch a range of products, not just look at photos of them." In other words, it works both ways.

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