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Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers

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  • Fassnacht, Martin
  • Beatty, Sharon E.
  • Szajna, Markus

Abstract

Retail customers increasingly use brick-and-mortar retailers as showrooms to try products and gather information, while then purchasing online at a lower price. This paper addresses how showroomers react to several low-investment tactics aimed at combating the effects of showrooming, as well as comparing showroomers and non-showroomers on these issues. Based on three scenario experiments, the paper addresses the effects of salesperson interaction quality and other tactics aimed at increasing buying intention. The findings indicate that high interaction quality increases showroomers' in-store buying intention – even when a salesperson matches the online price. The salesperson suggesting an alternative product or explaining the store's return policy also appear to be effective tactics to increase buying intentions. Interestingly, showroomers and non-showroomers reacted similarly to these strategies, indicating that the tactics can work for both parties.

Suggested Citation

  • Fassnacht, Martin & Beatty, Sharon E. & Szajna, Markus, 2019. "Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers," Journal of Business Research, Elsevier, vol. 102(C), pages 131-139.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:131-139
    DOI: 10.1016/j.jbusres.2019.05.020
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    Cited by:

    1. Subrata Mitra, 2022. "Economic models of price competition between traditional and online retailing under showrooming," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 49(1), pages 29-63, March.
    2. Park, Hyewon & Hur, Won-Moo, 2023. "Customer showrooming behavior, customer orientation, and emotional labor: Sales control as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Liu, Jiqiong & Yuan, Rui & Feng, Shuai, 2023. "Whether to offer return-freight insurance or open a physical showroom: A strategic analysis of an online retailer’s decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    5. Aw, Eugene Cheng-Xi & Kamal Basha, Norazlyn & Ng, Siew Imm & Ho, Jo Ann, 2021. "Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Fiestas, Jorge Carlos & Tuzovic, Sven, 2021. "Mobile-assisted showroomers: Understanding their purchase journey and personalities," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Schneider, Patricia J. & Zielke, Stephan, 2021. "Price versus service: Can retailers beat showrooming with competence?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. María Alesanco-Llorente & Eva Reinares-Lara & Jorge Pelegrín-Borondo & Cristina Olarte-Pascual, 2023. "The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.
    10. Intissar AYACHI & Rym ELAMRI TRABELSI, 2023. "Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1330-1344, December.

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