Problem:

Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.  This phenomenon has been growing year over year and retailers are trying to figure out ways to combat this and keep the sales at the store.

Review the sections titled Retailing and Considerations in Channel Design and Management in chapter 15 of the textbook. 

With your fellow classmates discuss and answer the following question:

• As a retail store manager, what steps would you take to lesson showrooming in your store?
• What is the best way to keep customers buying in the stores rather than online?