It’s interesting that this pattern has evolved in the early days of online shopping there was a pattern in the other direction; to research a purchase online, but make the purchase in store. Perhaps as online stores have become more trusted and distribution has become more reliable customers have taken the opportunity to make price comparisons online.
I’m guilty of showrooming and I didn’t even know what it was.
HBR this week came up with four strategies to overcome showrooming, including offering in-store discounts or making sure your product mix includes items where in store purchase is intrinsically better – buying high-fashion clothes for example.
Alternatively provide a great in-store experience and a wow website and then worry less about where people buy – as long as it’s from you.