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Retailers globally are terrified of being turned into ‘showrooms’ for their online competitors. And their fear is real.

Simply put, showrooming is the practice of a buyer coming into a bricks-and-mortar store, finding the product they want, taking pictures or scanning it, and then leaving to buy online at a lower price. And, it’s not going away any time soon. It will continue to grow.

What showrooming has brought to light is the harsh reality that the retail store experience is changing faster than it has in decades, thanks largely to advances in technology. For bricks-and-mortar retailers to survive they must change the way they currently operate. Personalisation is critical to this process and requires a combination of exceptional customer service with an effective order management system to allow high street retailers to take on the pure play online sellers.

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