 Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyersMartin Fassnacht, Sharon E. Beatty and Markus Szajna Journal of Business Research, 2019, vol. 102, issue C, 131-139 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. Keywords: Showrooming; Salesperson behavior; Consumer behavior; Interaction quality (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:102:y:2019:i:c:p:131-139 DOI: 10.1016/j.jbusres.2019.05.020 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.