I just need help with number 4 because I don't understand the chart.

A brick-and-mortar retailer searches for a response to "showrooming." she had become the sole African by Thales S. Teixeira and Sunil Gupta American partner. Bertice would soon be mediating among the board members of Benjy's as they discussed what she had just seen in Oklahoma: "showrooming." Customers like the couple with the dog weren't unusual. More and more people were coming to Benjy's to look at products but then buying them from online competitors whose lack of a brick-and-mortar presence enabled them to offer discount prices. Research showed that 83% of people shopping for electronics and appliances were now practicing showroom. ing. The chain's sales had nose-dived as a result; the most recent quarterly loss was nearly $700 million. Bertice's father, Ben Jenson, and the company's CEO, Stanley Farber, knew that something had to be done, but they didn't agree on what. Ben favored a two-pronged approach that was already under way in a few stores: make showrooming as difficult as possible for customers, but if they did find a lower price online, then match it, in keeping with the company's September 2015 Harvard Business Review 117 EXPERIENCE Case Study Teaching Notes Harvard Business Review September 2015 September 2015 Harvard Business Review 19 EXPERIENCE The Experts Respond nao Harvard Business Review September a015 4 If the following figure represents approximate proportional cost structure of a typical Benjy's