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Can Retailers Win Back Shoppers Who Browse then Buy Online? (HBR Case Study and Commentary)
Benjy's, an electronics and appliance retailer, is losing business because of "showrooming": Customers come into the chain's stores to see, touch, and compare products but then buy at a lower cost…
- Length: 2427 words
- Publication Date: Jun 18, 2015
- Discipline: Strategy
- Duration: 10 minutes
- Product #: R1509K-PDF-ENG
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Benjy's, an electronics and appliance retailer, is losing business because of "showrooming": Customers come into the chain's stores to see, touch, and compare products but then buy at a lower cost from online competitors. Does the company's answer lie in matching online prices, trying to thwart price comparisons, improving customer service, offering exclusive products, charging manufacturers a fee for showcasing their products, or something else? Expert commentary comes from Roberto Leao, a finance executive for a global retail organization, and Steve Conine, chief technology officer of Wayfair, on online retailer.
This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R1509X, and commentary-only, R1509Z.
Details
Pub Date:
Jun 18, 2015
Discipline:
Strategy
Subjects:
Industries:
E-commerce industry,Retail trade
Source:
Harvard Business Review Digital Article
Product #:
R1509K-PDF-ENG
Length:
2427 words
Duration:
10 minutes
