Brick and mortar stores face the issue of consumer showrooming i.e., consumers inspect a product at a physical store, but buy it from a different seller online. Combining online and offline sales channels can encourage consumer pseudo-showrooming, i.e., consumers can check out some products offline, but buy the same or a related product from the same seller͛s online store, argue Professor Giri Kumar Tayi and his co-author, Zheyin (Jane) Gu.
Professor Giri Kumar Tayi is Management Science and Information Systems Professor at the State University of New York at Albany and Visiting Faculty at ISB.