My buddy Buzz posted links recently to a couple articles on the topic of ‘showrooming’. It’s a term describing the relatively new practice by consumers of using a physical retail establishment and  resources to research a purchase later made on a website or through a mobile device. Retailers don’t like this behavior, but in an omnichannel retail world it’s inevitable to some extent. What I’m struggling with is whether it’s right or ethical for the consumer to engage in this practice.

 

I have 3 examples of my own behavior I’ve thought about since viewing Buzz’s articles.

I don’t think there’s a problem with the first example. I didn’t talk to anyone, didn’t waste anybody’s time, and was just checking a physical characteristic of the product. On the second, I viewed the retail furniture shop as selling a distribution point to me- I’d pick the product up there rather than driving 100 miles to get it at the factory. We didn’t use their furniture expertise as such, since we already knew what we wanted and just needed to see if they had stock on hand. On the third example, we’ll probably order from the store since the price differential is small and we may need their help on some future work. I wouldn’t feel badly about ordering it on-line, but from a relationship standpoint it’d be better to use the store.

 

I guess every reader, and every retailer, has their own story about this type of thing. In this always-connected environment, the consumer is truly in the driver’s seat. But where do you draw the line? If I was a retailer struggling to get by, I’d hate to think I was being treated by people in my store as an Amazon.com showroom. What’s your story? Have you ‘showroomed’? Did you think it was right?