Showrooming – researching in-store then buying online cheaper – raises questions about legality and impact on brick-and-mortar retailers
Executive summary: Consumers increasingly examine products in physical stores before purchasing them online at lower prices, a practice known as showrooming. It pressures traditional retailers' sales and profit margins, prompting considerations of price‑matching or enhanced in‑store services.
Who is involved: Brick‑and‑mortar retailers, online retailers, consumers.
Likely next: Retailers may test price‑matching guarantees or invest in experiential services to curb showrooming.
The practice known as showrooming involves consumers examining products in physical stores before purchasing them online at lower prices. While not illegal, it challenges traditional retailers’ sales volumes and profit margins. Retailers may respond with price‑matching guarantees, enhanced in‑store services, or stronger omnichannel integration to mitigate the effect.
Timeline
- — Erst probieren, dann bestellen: Beratungsklau: Inwieweit ist das erlaubt? (Handelsblatt)
- — Gesellschaft: Umfrage: Warum wir uns gern selbst Geschenke kaufen (Handelsblatt)