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Showrooming occurs when customers at a brick and mortar store, after having physically touched, smelled, lifted, handled, and most importantly priced your products in person, go online through their smartphones and comparison shop - most often to Amazon.
It's one of the risks I've addressed in my manifesto.
Showrooming to brick and mortar retailers is akin to stealing.
Whether customers do it in the privacy of a deserted aisle, in front of your best employee or in the parking lot walking back to their car, showrooming is causing a lot of executives a lot of worry.
Customers walking into your store no longer are “just looking,” they’re taking your hard-earned reputation, using all the beautiful displays, premium products and employees to cancel out any suspicions they have before they buy online.
To shoppers, it's smart shopping.