What showrooming is: A shopping behavior in which consumers price shop online after—or even while—visiting physical stores to see a product in person. Showroomers are typically searching for better deals or promotions online.
What showrooming is not: Webrooming, which describes a shopping behavior in which consumers browse online before buying in the store.
Why showrooming matters: According to Ad Week, 2014 research from Merchant Warehouse found 46 percent of showroomers prefer touching and feeling a product first hand in a store before making a purchase and 37 percent like the option of being able to return the item to the store. If a better deal is available online, 36 percent of showroomers will ask a store to price match the deal.
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