Potentially massive unless we embrace it head on and use it to our advantage. Shoppers don’t just showroom for price, they also showroom for information and fulfilment. Stores need to raise their game and give shoppers the experience they crave - An information rich, service oriented, pleasurable experience through showcasing good products, entering into compelling dialogue and giving exceptional customer service. By enabling shoppers to go online in-store you give them the opportunity to consider all their options thus enabling them to make an informed decision. Let’s not forget that a shopper who showrooms can also check you out but the good news is, if you allow them to do whilst in your store, you are still there to influence them in their selection process.
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