Showrooming Case Study

733 Words 3 Pages
Online Retailing and Technology

In the textbook, the author includes a case about showrooming. I guess going to physically look at a product you might want is a good idea, but I do find it rude when you buy from a different store online right in front of the sales associate. I mean you could’ve waited until you left the store or when the associate walks away.

Showrooming is when a consumer goes into a store to physically look at the merchandise, but instead of buying it from that store they’ll do price checks online then buy that product online from the cheapest seller. I have never showcased before but I also do not buy electronics online, probably because I do not have the money. I can understand why people showcase, you don’t want to buy a product online and when you get it you do not like it, to avoid that you just go to your nearest store and look at the product before you buy.

On page 388, the
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Based from what I have read in the case, it seems that discount stores, superstores, specialty stores, and possibly off-price retailers (warehouses) are the ones being hit the hardest by showcasing. Of course not all of these retailers, just the ones who can be showcased. The case author says showrooming has wrought damage to store retailers, especially those selling electronics, which are easy to order and expensive enough to make price comparisons worthwhile. Amazon.com in particular has become a major threat to these companies, with their free 2 day shipping for prime members, no sales tax, and offering lower prices (their prices were 8 to 14 percent lower according to the case). I for one am an avid Amazon.com shopper. I buy my books for my kindle from there, I use it to see what new video games are coming out, and I even get some of my school books from there. Although Amazon.com is just a website and doesn’t have an actually store that you can go to, but they really do not need

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