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Reverse Showrooming

Dr. Stephan Liozu weighs in on showrooming and what some major retailers are doing to compete effectively with online giants.

For many years, and since the emergence of Amazon and other online e-commerce platforms, brick-and-mortar retailers have complained about and suffered from showrooming. Shoppers go into the store, touch/try the product, and then order it online, sometimes from their smart phones while still in store. Initially, showrooming was considered one of the biggest threats to traditional retailing. Today, many of these same traditional retailers have fought back with more progressive and dynamic pricing supported by their competitive price intelligence solution. Some experts have started to suggest that the tide is turning back – shoppers browse online, drive to the store, and buy the product once they are assured of a competitive price. This is termed  <a href=”http://www.innovationexcellence.com/blog/2013/11/22/reverse-showrooming-full-speed-ahead/”>“reverse showrooming”</a>. Other experts also suggest that the showrooming threat may have been <a href=”http://loyalty360.org/resources/article/new-report-shows-showrooming-is-overblown”>blown out of proportion</a>. Whether you agree or not is irrelevant. What matters is that some brick-and-mortar retailers have found a way to compete effectively with online giants by playing to their strengths of physical location and in-store product availability coupled with near-real time price intelligence.

About the Author
Stephan Liozu is the Founder of Value Innoruption Advisors and specializes in disruptive approaches in innovation, pricing and value management. He also has a Ph.D. in Management from Case Western Reserve University and can be reached at sliozu@case.edu.