When showrooming is not a threat: Uncovering opportunities for showroomer retention

Showrooming is an increasingly common behavior that challenges the profitability of store-based retailers when the purchase is done at a competing online retailer. However, showrooming can also be a loyal behavior, although few studies differentiate between loyal and competitive showrooming. This study aims to provide multichannel retailers with knowledge about how to retain consumers who enter their stores with the intention to showroom. To this end, the influence of situational variables and loyalty towards the retailer are considered. With information from 466 showroomers and applying the fsQCA methodology, the results allow us to conclude that online price advantage and salesperson quality play a role in favoring loyal showrooming and preventing competitive showrooming respectively. Additionally, product category and the purchase device influence the transition from competitive showrooming intention to behavior. From these results, several managerial implications are proposed for store-based retailers.

Automated summary

Showrooming is a common behavior that poses challenges to store-based retailers when consumers make purchases from competing online retailers. However, showrooming can also be a loyal behavior, which has not been well studied. This study aims to provide knowledge for multichannel retailers on how to retain consumers who showroom. The results indicate that online price advantage and salesperson quality influence loyal showrooming and competitive showrooming respectively, and product category and purchase device affect the transition from showrooming intention to behavior. Several managerial implications are proposed based on these findings.