At first, store retailers worried about showrooming. But most store retailers have now adjusted to the showrooming threat. Smart retailers now see phone-toting customers, not as a threat but as an opportunity." Discuss this sentence while highlighting: what showrooming is, why it was considered a threat initially, and how retailers managed to change to an opportunity.
"But omnichannel retailing goes beyond helping in-store customers as they cross-shop on digital devices." Discuss this sentence while highlighting: the different applications of omnichannel retailing mentioned in the case. 

 

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The shopping process has changed radically in recent years. Not all that long ago, shopping consisted mostly of going store to store-or perhaps flipping through catalogs- to gather product information, make price comparisons, and purchase goods. That was then. Now-in this age of the internet, computers, smartphones, and other digital devices shopping typically involves a dazzling array of channels and platforms. Today's omni-channel consumers readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between. They scour retailer websites and social media for buying ideas, inspiration, and advice. They might see products in stores and order them online, see products online then buy them in stores, or even buy goods online for in-store pickup. This massive shift in how people shop calls for massive changes in how store retailers operate. Omni-channel buying calls for omni-channel retailing, integrating all available shopping channels and devices into a seamless customer shopping experience. At first, as online and mobile shopping caught fire, store retailers worried about showrooming smartphone-wielding customers researching products online while examining them in stores, then jumping ship to catch lower online prices. But most store retailers have now adjusted to the showrooming threat with price-matching and other in- store tactics. In fact, smart retailers now see phone-toting customers not as a threat but as an opportunity. For example, Best Buy has found that omni-channel shoppers have a higher-than average propensity to purchase. One study showed that shoppers who use mobile devices in stores are almost twice as likely to purchase from the same retailer in-store or online than to buy elsewhere. "We love being used as the internet's showroom," says Best Buy's CEO. Where Best Buy once fought showrooming, the chain now facilitates the process, converting showroomers into buyers. Best Buy sales associates are trained to proactively cross-check prices against both their own and other retailer's online offers, including online retailers like Amazon. Employees can then price-match competitors, putting the price question to rest and letting associates focus on The shopping process has changed radically in recent years. Not all that long ago, shopping consisted mostly of going store to store-or perhaps flipping through catalogs- to gather product information, make price comparisons, and purchase goods. That was then. Now-in this age of the internet, computers, smartphones, and other digital devices shopping typically involves a dazzling array of channels and platforms. Today's omni-channel consumers readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between. They scour retailer websites and social media for buying ideas, inspiration, and advice. They might see products in stores and order them online, see products online then buy them in stores, or even buy goods online for in-store pickup. This massive shift in how people shop calls for massive changes in how store retailers operate. Omni-channel buying calls for omni-channel retailing, integrating all available shopping channels and devices into a seamless customer shopping experience. At first, as online and mobile shopping caught fire, store retailers worried about showrooming smartphone-wielding customers researching products online while examining them in stores, then jumping ship to catch lower online prices. But most store retailers have now adjusted to the showrooming threat with price-matching and other in- store tactics. In fact, smart retailers now see phone-toting customers not as a threat but as an opportunity. For example, Best Buy has found that omni-channel shoppers have a higher-than average propensity to purchase. One study showed that shoppers who use mobile devices in stores are almost twice as likely to purchase from the same retailer in-store or online than to buy elsewhere. "We love being used as the internet's showroom," says Best Buy's CEO. Where Best Buy once fought showrooming, the chain now facilitates the process, converting showroomers into buyers. Best Buy sales associates are trained to proactively cross-check prices against both their own and other retailer's online offers, including online retailers like Amazon. Employees can then price-match competitors, putting the price question to rest and letting associates focus on

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Showrooming Showrooming is the practice where consumers visit physical stores to examine products in person but then use their smartphones or other di... View the full answer