More Than a Showroom

Beschreibung

The growing phenomenon of showrooming plagues sales managers and small retailers in ever increasing numbers as technology has evolved to create smarter and more empowered consumers. Showrooming refers to the phenomenon of consumers – or potential consumers - browsing products in a retail store, and then ultimately purchasing online at a lower price through another store. In the age of the Internet, the sight of a customer who will visit a store and use their smartphone to scan the barcode, hoping to find the same item at a cheaper price from a different vendor has become commonplace. Through exhaustive research, the authors of this book investigate this exploding trend and offer strategies, tools, and training approaches that can help to transform showrooming customers into in-store sales.

Offering retail managers and owners deep insight into how they can stem the loss of resources to showrooming, this book, through a close, systematic examination of showrooming, provides insight and understanding of the value added through customer service and expert salesperson knowledge. Retailers will learn how to implement essential, incremental changes to infuse value in the customer experience and entice significantly improved in-store sales while building core customer relationships and enhancing loyalty.

The growing phenomenon of showrooming plagues sales managers and small retailers in ever increasing numbers as technology has evolved to create smarter and more empowered consumers. Showrooming refers to the phenomenon of consumers – or potential consumers - browsing products in a retail store, and then ultimately purchasing online at a lower price through another store. In the age of the Internet, the sight of a customer who will visit a store and use their smartphone to scan the barcode, hoping to find the same item at a cheaper price from a different vendor has become commonplace. Through exhaustive research, the authors of this book investigate this exploding trend and offer strategies, tools, and training approaches that can help to transform showrooming customers into in-store sales.

Offering retail managers and owners deep insight into how they can stem the loss of resources to showrooming, this book, through a close, systematic examination of showrooming, provides insight and understanding of the value added through customer service and expert salesperson knowledge. Retailers will learn how to implement essential, incremental changes to infuse value in the customer experience and entice significantly improved in-store sales while building core customer relationships and enhancing loyalty.

Physical retail stores have been combatting the online onslaught for years, but recently the very asset that seeming brought them down (physical space) can become an advantage. Showrooming (looking at the physical item, then ordering it online elsewhere) can actually be an advantage if retailers understand this phenomenon and use it for their own strategic advantage. Best Buy launched a huge advertising campaign entitled: Your Ultimate Holiday Showroom to combat the negative showrooming aspect, and to drive customers into their stores. Target is trying their own strategies to bring people in, and to keep them there while checking online. This will be the first look at how showrooming strategies can be utilized from big global retailers to small mom and pop shops This team of authors is a perfect Palgrave fit… academics who study and write papers on this topic who also have their own consulting and training group for the practitioner market. The 4 authors will utilize their connections in the practitioner world to market this book. The marketing plan below is a detailed look at how they will bring this book to market and how we can also look at getting books into the academic courses that teach retail strategies

Autor*in

Daniel G. Bachrach

Themen in »More Than a Showroom«

Showrooming Retail Customer Service business consulting distribution management marketing sales service social science sociology strategy stress trade

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"The book More than a Showroom has a lot of excellent ideas, insights, and suggestions for retailers. It would be a useful read for a retailer struggling with how to compete effectively, given the ever-changing evolving marketplace." —Sharon E. Beatty, Reese Phifer Professor of Marketing, University of Alabama
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"The book More than a Showroom has a lot of excellent ideas, insights, and suggestions for retailers. It would be a useful read for a retailer struggling with how to compete effectively, given the ever-changing evolving marketplace." —Sharon E. Beatty, Reese Phifer Professor of Marketing, University of Alabama
()

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