Showrooming

“Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.

Showrooming can be costly to retailers, not only in terms of the loss of the sale, but also due to damage caused to the store’s floor samples of a product through constant examination from consumers.

Many retailers have tried to compete with showroomers by slashing their own prices. Independent businesses, however, are advised to counter showrooming by adding value via included services and other tactics, such as making information and reviews more readily available to customers so that they might not choose to seek it out online.*”

Within the Airport environment we advise retailers to read our strategy paper about ‘pay-for-presence’ vs the traditional ‘pay-for-purchase’. It is available free-of-charge upon request. For further information please also visit our Airport E-commerce section.

 

courtesy of Wikipedia
* Woods, Casey (2012-11-26). “Seven Ways Businesses and Communities Can Fight “Showrooming””. Retrieved 2012-11-26.