AJIBM  Vol.8 No.7 , July 2018
The Case for Showrooming
Show more
Abstract: Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be used.
Cite this paper: Nistor, C. and Nyer, P. (2018) The Case for Showrooming. American Journal of Industrial and Business Management, 8, 1684-1692. doi: 10.4236/ajibm.2018.87112.

[1]   Cassidy, M. (2014) Consumers Are Harnessing Tech to Return to Stores: Good News or Bad News First? Wired Magazine.

[2]   Ghemawat, P. and Baird, B.J. (2004) Leadership Online (A): Barnes & Noble vs. Harvard Business School Case.

[3]   R. La Monica, P. (2018) Amazon and Best Buy Partner to Sell Smart TVs. CNN Money.

[4]   Stebbins, S. and Sauter, M.B. (2018) Subway, Rite Aid, Toys R Us, Teavana: Retailers Closing the Most Stores in 2018, So Far, 24/7 Wall Street USA Today.

[5]   Peterson, L. (2017) Why the Bonobos-Walmart Deal Shows the Way to Retail’s Showroom Future. Retail Dive.

[6]   Mashayekhi, R. (2018) E-Commerce Brand MM.Lafleur Inks Permanent Lease to Keep Bryant Park Showroom. Commercial Observer.

[7]   Nepomuceno, M.V., Laroche, M. and Richard, M.-O. (2014) How to Reduce Perceived Risk When Buying Online: The Interactions between Intangibility, Product Knowledge, Brand Familiarity, Privacy and Security Concerns. Journal of Retailing and Consumer Services, 21, 619-629.

[8]   Wu, L.Y., Chen, K.Y., Chen, P.Y. and Cheng, S.L. (2014) Perceived Value, Transaction Cost, and Repurchase-Intention in Online Shopping: A Relational Exchange Perspective. Journal of Business Research, 67, 2768-2776.

[9]   Pappas, N. (2016) Marketing Strategies, Perceived Risks, and Consumer Trust in Online Buying Behavior. Journal of Retailing and Consumer Services, 29, 92-103.

[10]   Sirdeshmukh, D., Singh, J. and Sabol, B. (2002) Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66, 15-37.

[11]   Shim, S., Eastlick, M.A., Lotz, S.L. and Warrington, P. (2001) An Online Prepurchase Intentions Model: The Role of Intention to Search. Journal of Retailing, 77, 397-416.

[12]   Rose, S., Clark, M., Samouel, P. and Hair, N. (2012) Online Customer Experience in e-Retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing, 88, 308-322.

[13]   Martin, J., Mortimer, G. and Andrews, L. (2015) Re-Examining Online Customer Experience to Include Purchase Frequency and Perceived Risk. Journal of Retailing and Consumer Services, 25, 81-95.

[14]   Ruff, C. (2017) A Peek inside Nordstrom’s Merchandise-Free “Local” Shop. Retail Dive.

[15]   Hsu, T. (2017) Retailers Experiment with a New Philosophy: Smaller Is Better. New York Times Business.

[16]   Ofek, E. and Avery, J. (2013) J.C. Penney’s “Fair and Square” Pricing Strategy.

[17]   Boyle, C. (2017) Lesso Group to Transform Source. The Westbury Times.

[18]   NGKF (2018) Renovation Plans for Lesso Home in Westbury Long Island Announced.