Showrooming
Showrooming is the purchasing behaviour in which a person examines a product in a physical shop and then buys it online
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It tends to occur when people want to see, touch or try the product but expect a better price, more choice or more convenience online, sometimes buying on their phone while still in the shop. It is the reverse of webrooming or ROPO.
For physical retailers it means the risk of bearing the cost of display without making the sale. Common responses include price matching, offering online ordering from the shop, home delivery or added services, and treating the shop as an experiential space within an omnichannel strategy.
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