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Retailers Still Trying to Slowdown the Showrooming Effect
Recently, as reported by eMarketer, InsightExpress “found that more than one-half of smartphone owners said they had used their device for ‘showrooming’ — looking at an item in a store before buying it online from a competitor at a lower price. The showrooming phenomenon exposes two potential vulnerabilities for brick-and-mortar retailers. First, brick-and-mortar retailers likely have higher fixed costs than their Web-only rivals, making it hard to compete on price. Second, they are dealing with consumers who are better informed, more demanding, and more aware of alternative sources of goods and services.”
This entry was posted in Online Retailing, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Social Media and Retailing, Technology in Retailing and tagged eMarketer, Insight Express, mobile shopping, online shopping, shopping, showrooming, social media, trends. Bookmark the permalink.
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