The Showrooming Concept in Retail

Consumers are practicing a concept called 'showrooming', where they interact with a product in a store, then purchase the same product online - often from a competitor. Lamine Lahouasnia, retailing analyst at Euromonitor, states that showrooming is becoming more of a problem in the advent of smartphones, which give consumers mobile internet access, and thus the ability to research competitor prices without leaving the store. Lahouasnia also explains several methods that retailers are implementing to compete with this practice.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.