Target Seeks Allies in Battle Against 'Showrooming'

January 31, 2012

"Showrooming" has struck fear and anger into the hearts of many brick-and-mortar retailers since mobility became a potent force. Now Target is explicitly seeking help from its suppliers to combat this phenomenon. In a letter sent earlier this month and signed by CEO Gregg Steinhafel and EVP of merchandising Kathee Tesija, Target asked suppliers to create special products that would set it apart from competitors, or if that wasn't possible, to help the retailer match rivals' lower prices.
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