Usually, for many people all over the globe, getting ready for the holidays is a last minute affair. It was common to see people running from store to store striking items off their shopping lists. But now the same running around happens on websites, thanks to showrooming.
Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item. 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.
Why is showrooming gaining popularity, though? Wouldn’t it be prudent as well as save time to directly order online? For many items this is the case. But certain items like apparels, shoes, etc, need to be seen and felt before they are purchased.
Maybe a customer is purchasing the first pair of shoes for their baby and they aren’t sure of the appropriate size. They want to try the shoes on their child. Or in other cases, they want to test the picture quality of a TV, or feel the construction of various home décor items. But when it comes to buying, price sensitivity is the biggest driver.
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