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Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

  • Date added: August 28, 2015, 4:33 pm
  • Author: Sunil gupta, Thales S. Teixeira
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This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming. The past couple of decades have demonstrated that the macro trend is going against the retail chains that depend on physical stores. Those of us in e-commerce, even though we face numerous obstacles, tend to feel that we’re headed in the right direction—that the wind is at our backs. The leaders of Benjy’s can save themselves a lot of wasted energy by turning around and making use of that wind to get out ahead of their competition.

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Source: Teixeira, Thales S., and Sunil Gupta. "Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?" Harvard Business Review 93, no. 9 (September 2015).

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