Speaking of showrooming…

“Showrooming” (the consumer behavior of shopping product in a store and searching/buying it on their smartphone from another retailer) is a hot topic. A recent RetailWire discussion focused on ways to combat the trend. Here’s my take:

Perhaps the most important reason for showrooming isn’t included in the list. Stores need to be more proactive about building their assortments and (when possible) making sure that their products are exclusive, rather than goods that can be easily compared on Amazon or other e-commerce sites.

Stores can also be proactive by using location-based technology more aggressively. Figure out how to reach a customer on his or her cell phone via text message with special incentives when they are in your store. And by all means have enough sales associates to prevent consumers from simply walking out the door.

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