For all commerce small businesses everywhere, this is a good read. How do you now deal and profit from the growing “showrooming”? As a consumer, I think the ability to shop for the best at the best price is fantastic, of course. However, if I were to look at this issue from the retailer’s side of the fence, it can be a large cost to provide products that are “viewed” there but bought elsewhere.
Excerpt: Showrooming – the consumer practice of checking out a product in one store and buying it elsewhere at a better price – has always been a challenge in retail. But with the advent of smartphones and the expansion of online retailers like Amazon.com, showrooming has gone from being a headache for bricks and mortar retailers to a full-blown migraine. Mobile phones allow consumers to “make a purchase anywhere – and that takes out the middle step of going home and ordering online,” says Wharton marketing professor David Bell. “As technology facilitates it, [showrooming] will only become more prevalent.”