Target’s not alone in this relatively new attitude about the phenomenon known as showrooming. Shoppers are busy looking for the best deal and more and more are using their smartphones and tablets for showrooming. They’re checking prices and product information while shopping in stores and this has significant implications for retailers. Their biggest fear is this: Shoppers will comparison shop “in the store” and then order online for a better price.
A couple of weeks ago I took part in an event organised by the US-based ad technology business Pubmatic. My role was to moderate a session on what the hosts called “The Progressive Advertiser.” The notion was simple – to debate what we could learn from forward-thinking advertisers when it came to data management and analytics, and to online buying of space. Were they for example starting to bypass the agency groups?