Turning ‘Showrooming’ to the Retailer's Advantage

Concerned about keeping customer relationships intact? Just enter new customers into your own database when they purchase. Chances are your customers are also buying stuff online anyway. Why not be the resource that makes the introduction?

As a brick-and-mortar retailer, you're providing a valuable benefit to growing online brands — an opportunity for consumers to physically experience their products. In the case of fragrances, they can even smell and wear the product! Today's retail stores are about "experience and entertainment" over "acquiring," but I believe the most exciting stores have the best merchandising and the best experiences.