Understanding The Showrooming Phenomenon
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Understanding The Showrooming Phenomenon
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Author : Christel Zaubitzer
language : en
Publisher: GRIN Verlag
Release Date : 2014-08-25
Understanding The Showrooming Phenomenon written by Christel Zaubitzer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-25 with Business & Economics categories.
Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster (Institute for Value-Based Marketing), course: E-Commerce, language: English, abstract: Showrooming is a phenomenon that describes a consumer’s behavior of collecting information about a product or service in a physical store and purchasing it in an online store afterwards. For retailers, this behavior can be a major opportunity or thread. To give insights into the phenomenon the thesis aims to determine a) channel attributes that encourage or deject customers from attending showrooming and b) how customer characteristics distinguish showrooming customers from customers who did not purchase online? An empirical study collected data of 334 respondents via an online questionnaire. 149 showroomers and 185 respondents who did not showroom during a recent product purchase were compared regarding their perceived difference of channel attributes in the offline and the online channel. Further, both groups were compared in various customer characteristics. The results of the binary logistic regression reveal that among all observed channel attributes the difference in price, service, purchase convenience, enjoyment and risk perception between the online and offline shop have a significant impact on the likelihood of showrooming, whereas the assortment and after-sales services did not show significant impact. Among the observation of customer characteristics, a positive attitude towards free riding, towards shopping and retailer loyalty were found to have a significant impact on the showrooming likelihood. The internet experience and the level of price-consciousness showed no significant impact. With the results, the thesis supports physical retail stores to adjust the design of channel attributes in order to avoid showrooming behaviors of their customers. It also helps retailers to identify customers that are more likely to attend showrooming and target them specifically to prevent them from attending showrooming.
The Showrooming Phenomenon Threat Opportunity Or Challenge In Multi Channel Retailing
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Author : Patricia Jennifer Schneider
language : en
Publisher:
Release Date : 2021
The Showrooming Phenomenon Threat Opportunity Or Challenge In Multi Channel Retailing written by Patricia Jennifer Schneider and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Opportunity categories.
More Than A Showroom
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Author : Daniel G. Bachrach
language : en
Publisher: Palgrave Macmillan
Release Date : 2016-02-02
More Than A Showroom written by Daniel G. Bachrach and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-02 with Business & Economics categories.
The growing phenomenon of showrooming plagues sales managers and small retailers in ever increasing numbers as technology has evolved to create smarter and more empowered consumers. Showrooming refers to the phenomenon of consumers – or potential consumers - browsing products in a retail store, and then ultimately purchasing online at a lower price through another store. In the age of the Internet, the sight of a customer who will visit a store and use their smartphone to scan the barcode, hoping to find the same item at a cheaper price from a different vendor has become commonplace. Through exhaustive research, the authors of this book investigate this exploding trend and offer strategies, tools, and training approaches that can help to transform showrooming customers into in-store sales. Offering retail managers and owners deep insight into how they can stem the loss of resources to showrooming, this book, through a close, systematic examination of showrooming, provides insight and understanding of the value added through customer service and expert salesperson knowledge. Retailers will learn how to implement essential, incremental changes to infuse value in the customer experience and entice significantly improved in-store sales while building core customer relationships and enhancing loyalty.
More Than A Showroom
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Author :
language : en
Publisher:
Release Date : 2016
More Than A Showroom written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Customer relations categories.
Shopper Marketing
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Author : Venkatesh Shankar
language : en
Publisher:
Release Date : 2011
Shopper Marketing written by Venkatesh Shankar and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Consumer behavior categories.
Shopper Marketing will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a win-win perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.
More Than A Showroom
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Author : Daniel G. Bachrach
language : en
Publisher:
Release Date : 2016
More Than A Showroom written by Daniel G. Bachrach and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Science categories.
Showrooming is a growing phenomenon in which customers browse products in a retail store and make purchases of similar products through an online vendor. The authors of this book offer retail managers strategic insight in how to stem the loss of resources to showrooming and transform showrooming customers into in-store sales.
Showrooming Vs Competing
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Author : Qian Tang
language : en
Publisher:
Release Date : 2016
Showrooming Vs Competing written by Qian Tang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
We empirically examine consumer showrooming phenomenon in the footwear industry. Using transaction-level data from a large online footwear retailer and offline store entry data from four major footwear retail chains in the U.S., we quantify the effect of offline store entry on the competing online retailer. We provide evidence for the presence of both showrooming and competing effects, and find that the net effect depends on the type of new offline stores: (1) single-brand stores (e.g., Clarks) that solely carry the manufacturer brand and (2) multi-brand stores (e.g., Shoe Carnival) that feature a wide selection of brands and styles. The results show that the showrooming effect is dominant, leading to increased online purchases, when a single-brand store opens; meanwhile, the competing effect is dominant, resulting in decreased online purchases, when a multi-brand store opens. While both types of offline store entry can stimulate demand, multi-brand stores are more likely to meet consumer demand with wider selection and more competitive pricing, compared to single-brand stores. For single-brand store entry, we observe not only a within-brand showrooming effect, where online purchases for the brand of the respective offline store increase, but also a cross-brand showrooming effect, where online purchases of other brands also increase. We further analyze the effect of offline store entry on average price of items purchased online and examine the moderating effects of location characteristics. Our work contributes to the literature on online and offline markets by quantifying the cross-channel effects across retailers and explaining the underlying mechanisms.
Qualitative Consumer Research
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Author : Russell W. Belk
language : en
Publisher: Emerald Group Publishing
Release Date : 2017-08-18
Qualitative Consumer Research written by Russell W. Belk and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-18 with Business & Economics categories.
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
Grounded Theory And Grounded Theorizing
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Author : Antony Bryant
language : en
Publisher: Oxford University Press
Release Date : 2017
Grounded Theory And Grounded Theorizing written by Antony Bryant and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Psychology categories.
In Grounded Theory and Grounded Theorizing, the key features of the grounded theory method are discussed and illustrated by showcasing examples taken from several of author Antony Bryant's most successful doctoral students. In this accessible volume, Bryant provides expert guidance on the use of grounded theory method in data collection, addressing key issues around quality and research methods.
When Showrooming Increases Retailer Profit
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Author : Dmitri Kuksov
language : en
Publisher:
Release Date : 2019
When Showrooming Increases Retailer Profit written by Dmitri Kuksov and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
Showrooming, the phenomenon of consumers visiting a brick-and-mortar (B&M) store to learn about products but then buying online to obtain lower prices, is attracting increased attention both in business practice and in academic literature. It is considered a major threat to the B&M retailers, and determining “how to fight it” seems to be the only consideration. However, the manufacturer's need for retail informational services has always been one of the essential reasons for retailers to exist and is a means for retailers to achieve profitability. The popular arguments about the threat of showrooming ignore the strategic role of the manufacturer in the distribution channel. This article analytically shows that when the manufacturer's decisions are considered (i.e., when the manufacturer-retailer contract is endogenous), consumers' ability to engage in showrooming may lead to increased, rather than decreased, profitability for B&M retailer(s). Thus, retail efforts to restrict showrooming behavior may be misguided. This result holds even if the manufacturer is restricted to wholesale-only contracts and is not allowed to price discriminate between channels.