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Insight/ Traditional Media

Showrooming: Theft Or Opportunity?

Just after last year’s holiday shopping season, the term “showrooming” entered the business lexicon. Showrooming is when a shopper uses a smart phone to conduct competitive price-comparisons while in a store. How big is this issue? According to a study by Deloitte Consulting released earlier this year, “Roughly 58% of consumers who own a smartphone have used it for store-related shopping.” Understandably, many retailers with heavy investments in physical stores resent this practice.

Read related article, "Showrooming Mushrooms, But Is It Really A Retail Threat?"

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