NPD: Shoppers mastering art of ‘Showrooming’


Consumers are growing increasingly adept at crossing retail channels to find the best deal they can, and NPD Group reports that the latest skill is “showrooming.” Shoppers hit physical stores first to see how a product looks and performs, then do their comparison-shopping by smartphone or tablet before making the final purchase online.

This behavior is more evident in products like electric knives, sewing machines, power tools, and hairsetters. “Any product that is little more technical and somewhat expensive is a good candidate.”

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