Showrooming Case Study: Target

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In the case study, it is explained that the retail chain known as Target, is trying to overcome something known as showrooming in their store. Showrooming is when a customer comes into the store to see a newly introduced product in person, but does not buy at that store. Instead, they buy from an online rival retail competitor, usually at a lower cost (Zimmerman, 2012).
One target chain wrote a letter, explaining different techniques the chain might try, such as offering unique products only they would be selling, price matching, and offering a discount on regularly purchased items. The retail chain is adamant that they will not allow online only retailers to continue using them as their own personal showroom. However, for the most part, analysts
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They could be facing challenges from challenge four, and even challenge five, but their biggest challenge appears to be challenge one. Challenge one is managing for competitive advantage, which, in my opinion, is exactly what Target is trying to do. While target is facing information technology issues, which would branch into challenge four, and there are some ethical issues which refer to challenge five, I definitely see the heart of Target’s struggles in their ability to stay ahead of their competitors. In the case study one Target chain even mentions ways in which they can overcome this challenge by implementing things such as, price matching, offering discounts on regularly sold items, and they even mentioned making more unique products that cannot be found by any other retailer (Kinicki & Williams, 2013, Excerpt Zimmerman, 2012). I feel another important way for Target to overcome this challenge is to connect more with their customer base. They need to find out what their customers are interested in, that is maybe not as popular online. They should be prepared to come up with creative ideas that are of high quality and …show more content…
They move in only that direction, in order to flow correctly (Kinicki & Williams, 2013). I will use these 4 functions, as a consultant for the Target company, to help them strategically implement a system, that will help them control showrooming, and decrease it in their stores. Showrooming is when a customer comes into a store to see a new product in person but does not buy it in that store. Instead, they go to an online only competitor and buy the same item, usually at a lower cost (Zimmerman, 2012).
I have developed a plan that I will bring to the CEO’s of Target, to have all sales associates carry a binder for their department, and always engage all customers within 5 feet of them. These sales associates will also be expected to be trained to be knowledgeable of all products in their departments, as well, and be able to speak about each product with great confidence. The sales associate will be expected to, if needed, offer price matching. They will also be expected to offer add ons, discounts, and when available, lines of credit, also. If a customer still says they want to think about it, a sales associate will have the ability to offer to get the manager, to see if they can give them that deal they are really looking for. This will help us lock more customers into the sale, rather than them just showrooming a product and leaving. This may not work on smaller items such as clothes,

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