TITLE:
The Case for Showrooming
AUTHORS:
Cristina Nistor, Prashanth Nyer
KEYWORDS:
E-Retail, Selling Format, Product Quality, Showrooming
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.7,
July
11,
2018
ABSTRACT: Showrooming has deeply affected the retail market in
the past decade. As consumers became able to easily compare prices on their
mobile devices, they started using retail stores to try on and experience
products and then they ordered online the lower priced versions they liked best
to be delivered directly to their homes. As retailers are trying to adapt to
the showrooming challenges and the shift to online purchases, stores are increasingly
adopting showrooming as a new selling format. We present examples of successful showrooming and develop a
framework for when the new selling format can be expected to be used.