In the past few years, as online shopping exploded and smartphones became the norm, the showrooming phenomenon — consumers using their phones to comparison shop in stores — seemed poised to gut the revenue of offline retailers.
But now a new report from BI Intelligence finds that retailers have discovered “reverse showrooming,” or “webrooming,” which is when consumers go online to research products, but then head to a bricks-and-mortar store to complete their purchase.
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