Retail showrooming is the practice of comparison shopping in the store and ultimately making the purchase online, while virtual showrooming occurs online only. Although retail showrooming is shrinking, virtual showrooming is on the rise as the advancement of technology changes the way consumers shop.

In order for showrooming to occur, whatever merchandise sold in store is also available online. To prevent this practice, retailers, whether physical or online, need to plan their assortments accordingly prior to inventory purchase. Shoppers have found that comparing prices on their mobile device while in store is very difficult. As a result, they have switched to full-screen devices, laptops and desk top computers for their shopping. Retailers can turn showrooming into an opportunity by adopting the latest technology in their stores which allow shoppers to compare prices, and offering to price match for the same item. By doing so, retailers will have a higher chance of closing the deal on the spot and a way of bringing shoppers back to their stores.

Discussion Questions:

1. What is retail and virtual showrooming?

2. Are these two kinds of showrooming growing or shrinking? Why?

3. What does this mean for bricks and mortar stores?

4. What can retailers do to combat showrooming?

 

Source: David Coleman, Chain Store Age, March 17, 2014