Sunday, September 30, 2012

Turning the Retail 'Showrooming Effect' into a Value-add.

Showrooming -- the consumer practice of checking out a product in one store and buying it elsewhere at a better price -- has always been a challenge in retail. 

But with the advent of smartphones and the expansion of online retailers like, showrooming has gone from being a headache for bricks and mortar retailers to a full-blown migraine. 

Mobile phones allow consumers to "make a purchase anywhere -- and that takes out the middle step of going home and ordering online," says Wharton marketing professor David Bell. "As technology facilitates it, [showrooming] will only become more prevalent."

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