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What Is Showrooming?

Showrooming is a consumer behavior phenomenon in which shoppers visit physical retail stores to evaluate products or services in person before making purchases online, leveraging offline touchpoints for product discovery, trial, and comparison before engaging in 

How is Showrooming Useful?

Showrooming reflects consumers’ desire for hands-on experiences, expert advice, and social validation associated with physical retail interactions, as well as their preference for online channels for price transparency, product variety, and convenience in purchasing decisions. By recognizing showrooming trends and preferences, retailers can implement showrooming-friendly strategies, such as price matching, experiential retailing, and showroom exclusives, to enhance in-store experiences, build brand loyalty, and drive customer engagement while addressing showrooming challenges and retaining offline sales in competitive digital markets.

Showrooming In Academia 

In academia, showrooming is studied within the fields of consumer behavior, retail analytics, and digital commerce. Researchers investigate showrooming behaviors, motivations, and outcomes, such as showrooming versus webrooming tendencies, showrooming versus webrooming motivations, and showrooming versus webrooming outcomes, to understand the role of offline retail environments in influencing consumer purchase decisions and shaping omnichannel shopping journeys. Academic studies on showrooming also explore its impact on retail foot traffic, store performance metrics, and omnichannel sales attribution, as well as opportunities for store layout optimization, product assortment planning, and customer engagement technologies to enrich offline shopping experiences and integrate offline and online touchpoints seamlessly in omnichannel retailing environments.

Also learn about White Labelling.

White labeling is when one company buys its product from another company and rebrands it as their own. The company which sells the final product to the consumer is usually not involved in the manufacturing process.

Explore other related terms only on

Frequently Asked Questions On Showrooming

What is the showrooming effect?

In practice, showrooming might occur when the customer experiences the product in the physical store and then purchases it from the e-tailer at a lower price.

Why is showrooming important?

The significance of showrooming is evident in its profound impact on consumer behavior, influencing purchasing decisions and fostering a more informed consumer base.

What is an example of showrooming in marketing?

For example, someone shopping for a new lipstick may want to look at colors in-person but compare online reviews for different brands before buying. A consumer browsing in a store may come across a sweater they want to own, but then price compare online so they can buy it on sale.

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