Winning the War on Showrooming

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Mobile Engagement
Sales
The key to success is often the ability to adapt to change. When it comes to showrooming, trying out products in stores and then ordering them from online competitors that charge less, some retailers are realizing the importance of not only adapting to this change, but also embracing it.

The key to success is often the ability to adapt to change.

When it comes to showrooming, trying out products in stores and then ordering them from online competitors that charge less, some retailers are realizing the importance of not only adapting to this change, but also embracing it.

Earlier this year, Best Buy, for example, declared showrooming dead because of the company's decision to make price matching of online competitors permanent. And Target asked its suppliers to help it match rivals' prices. Additionally, the company may create a subscription service this year that would give shoppers a discount on regularly purchased merchandise.

Lesser-known Moosejaw, a provider of outdoor gear and apparel, is taking a unique approach to showrooming. Rather than fight it, the company decided to embrace the prevalence of consumers using mobile phones for price checking in its stores and instead use this trend to its advantage. The retailer has trained its store associates to interact with customers about price matching and even equipped them with mobile devices to price match on the spot.

At 3 p.m. EST on Wednesday, I'll interview Moosejaw CEO Eoin Comerford, in a tweet chat onsite at IBM's Smarter Commerce Summit in Nashville about the retailer's unique tactics that embrace showrooming. We'll also chat about the company's creative approach to engage customers via social media. Follow along with #SmarterCommerce.

Additionally, Senior Writer Cynthia Clark's case study "Moosejaw Peaks with Mobile Commerce" that also highlights the company's showrooming strategy, will appear on 1to1 Media.

If you view showrooming as a threat or a risk, rather than as a competitive advantage, then tune in on Wednesday to learn some tips about out how to make price matching a value-add for your organization.

EXPERT OPINION
EXPERT OPINION