The Case for Showrooming

Authors: Cristina Nistor, Prashanth Nyer

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.

Source:

Journal: American Journal of Industrial and Business Management


DOI: 10.4236/ajibm.2018.87112 (PDF)
Paper Id: 85905 (metadata)

See also: Comments to Paper

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