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Target’s Showrooming Futility: It Should Be Winning But It’s Not

Written by Evan Schuman
January 25th, 2012
In a futile attempt to fight showrooming, Target is pressuring its suppliers to make it more difficult for Target's customers to price compare. The most bizarre part is that Target is trying to game a system where it already has a huge competitive advantage.

The historic argument has been that E-tailers have a huge convenience advantage and that a retailer must combat that by leveraging its experience/ambiance advantage. But with showrooming, the customer has already driven to the store, parked, walked to the aisle and found the desired product. The physical store has the convenience advantage 10 times over.

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Posted in E-Commerce, In-Store, IT Strategy/Industry, Mobile/Wireless/Contactless, Premium Content
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