Sunday, September 23, 2012

Could ‘Showrooming’ Actually Be Good for Brick-and-Mortar Retailers?

Stores hate it when shoppers scope out merchandise in person, only to whip out a smartphone, shop around, and ultimately make the purchase elsewhere. Yet could this practice, known as “showrooming,” wind up helping retailers, even resulting in more sales for the store that’s thought to be used merely as a showroom? 

A new study by the mobile marketing firm Vibes indicates that showrooming is not necessarily a bad thing for brick-and-mortar retailers. The fact that consumers are increasingly hitting stores with smartphones in hand can actually boost sales, researchers say.

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