The Truth About Showrooming

As shoppers ourselves, all of us know one thing is true—consumers are channel agnostic. They use online, mobile, social and store channels to search, share, influence and buy. No longer do they follow a linear purchasing process. They move from one channel to another naturally and, depending on what they want to achieve, they gravitate toward the channel that offers them the most value. Is it really surprising, then, that an estimated one in four shoppers used their mobile phones to compare prices while in-store during the 2011 holiday season? The specter of lost sales via this visible expression of

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