Читать книгу Digital Marketing - Annmarie Hanlon - Страница 64

The concepts of showrooming and webrooming first emerged in the practitioner sphere and it took a while for academics to start exploring these ideas. This was probably because the impact was greater in retail stores.

Showrooming involves searching in store and buying online:

Shoppers now frequently search for information in the store and simultaneously search on their mobile device to get more information about offers and may find more attractive prices. (Verhoef et al., 2015, p. 175)

Webrooming involves searching online and buying in store:

The opposite of showrooming also occurs, which is now referred to as webrooming, where shoppers seek information online and buy offline. In the past, this was found to be a dominant form of research shopping. (Verhoef et al., 2015, p. 175)