Public Relations & Social Marketing Insight

Retailers have discovered reverse showrooming is more common than showrooming, and they're using it to regain ground.In the past few years, as online shopping exploded and smartphones became the norm, the showrooming phenomenon — consumers using their phones to comparison shop in stores — seemed poised to gut the revenue of offline retailers.

But now a new report from BI Intelligence finds that retailers have discovered "reverse showrooming," or "webrooming," which is when consumers go online to research products, but then head to a bricks-and-mortar store to complete their purchase.  ...