Posts Tagged ‘showrooming’

Target flexes muscle to thwart “showrooming” … good luck!

February 1, 2012

TakeAway: Target is flexing its buying power over suppliers to ward off increasing competition from online retailers such as Amazon.

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Excerpt from WSJ: “Showdown Over ‘Showrooming’”

Target is asking suppliers for help in thwarting “showrooming” — that is, when shoppers come into a store to see a product in person, only to buy it from a rival online, frequently at a lower price.

Target suggested that suppliers create special products that would set it apart from competitors and shield it from the price comparisons that have become so easy for shoppers to perform online. Target asked the suppliers to help it match rivals’ prices.

Vendors are likely to have little choice but to play ball with Target because of its clout as the second-largest discount chain.

Some analysts said Target’s new tactics are unlikely to reverse the showrooming trend.

Online-only retailers have significantly lower labor costs and, at least, for the time being don’t collect sales tax in most states.

Amazon can sell products so cheaply because it uses its other profitable units — such as cloud data storage and fees it charges others to sell on its website — to subsidize the rest of its business.

Edited by ARK

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