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Retailers must respond to "showrooming"

25-Jan-2012 NEW YORK: Retailers in a variety of categories face an increasing need to respond to "showrooming", or the trend of shoppers researching products on the high-street before purchasing them online.

Target, the discounter, recently sent a message signed by Gregg Steinhafel, its CEO, and Kathee Tesija, its EVP, merchandising, to many suppliers discussing this very matter.

"We understand and appreciate consumers' desire to find the best price, and we are absolutely committed to delivering the differentiated, high-quality merchandise Target is known for at low prices," their message said.

"What we aren't willing to do is let online-only retailers use our brick-and-mortar stores as a showroom for their products and undercut our prices without making investments, as we do, to proudly display your brands."

Read full article. Cited in Warc eNews Update, Tuesday 24 January 2012.


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