November 2013
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Day November 7, 2013

Reverse Showrooming

Showrooming – the practice of cruising brick-and-mortar stores for a hands-on look at a product but buying it for less online – has been cast as a threat to traditional retail. Target went so far as to pull Kindle eReaders from their shelves to protest Amazon’s active encouragement of the practice.

My personal experience is quite the opposite. I’m a patient shopper. When I think of a thing I want to buy, I research the crap out of it. This is a lot easier with sites like The Wirecutter that can narrow down your choices to a few solid contenders and layer in some candid opinion. But when you find yourself looking at an unfamiliar product in a store at what seems like a reasonable price, what do you do? Of course, you pull out the smartphone and Google it.