Showrooming Is Becoming A Problem For Retailers

As Hoosiers begin their holiday shopping one trend will start to have more of an effect on retailers.  “Showrooming” is the practice of using apps on smart devices to comparison shop. 

Apps like Red Laser will tell you what the product is going for at other stores.  This can affect a retailers’ bottom line as some consumers buy the item online in the store. 

Purdue University Professor of Consumer Sciences Richard Feinberg says the practice just makes sense. 

"Consumers are always looking for the best bargain and there are devices that allow you to compare prices in stores,"  Feinberg says.

The amount of showrooming being done is still relatively little, but will likely grow as it becomes easier.  Some retailers are trying to combat the practice by price matching and selling exclusive products.