Showrooming in the Retail Environment

Showrooming describes the act of examining goods in a brick and mortar store but making the actual purchase online. In the age of smartphones, tablets and ubiquitous price information, showrooming has become a real issue for traditional retailers.

The above infographic, created in cooperation with the American Association of Advertising Agencies, illustrates how and why consumers engage in showrooming. Understanding the motives behind showrooming is crucial for retailers who want to convert showroomers into buyers.