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‘Showrooming’ Threat Under Control, Retail CFOs Say

October 4, 2012
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Finance chiefs at dozens of U.S. retailers think their companies have so-called showrooming — the phenomenon of shoppers using brick-and-mortar stores to check out merchandise but then buy it online — under control, according to a poll released Tuesday. What CFOs are more concerned about is how consumer confidence may be affected by next month's presidential election, according to an annual poll by BDO USA, the assurance, tax and financial consulting firm....

 

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Showrooming chart
Showrooming is a Mixed Bag for Stores
October 1, 2012 From eMarketer
Is all the hand-wringing by retailers over the perceived threat of showrooming warranted? The answer, according to an August 2012 survey of adult mobile phone users in the U.S. commissioned by mobile marketing company Vibes and conducted by research company Research Now, is yes and no. Vibes’ survey found that showrooming was a decidedly mixed development for brick-and-mortar retailers. About three in 10 showrooming customers later made a purchase from the website of the store they had visited, while one-quarter bought the item they sought from a competitor.
 
Survey: Showroomers more loyal to retailers than non-showroomers
September 25, 2012 From Chain Store Age
Minneapolis -- Contradicting claims that showrooming undermines retail sales, new survey results from loyalty management company Aimia revealed that showroomers exhibit more loyal behavior than non-showroomers, making them an ideal target for retailers....
 

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