by Dr Greg Chapman
In another article on Showrooming, the practice of customers visiting retailers and after receiving the benefits of the salespersons’ time and knowledge, searching and purchasing on line at the lowest price, which is becoming ever more common in Australia, hope is provided.
In this article, however, the claim is made that retailers have fought back against this practice.
Unfortunately what hopeful retailers find out from this article is about apps that enable them to be the cheapest each day. Not a winning strategy for most retailers unless they are volume sellers.
The answer to Showrooming is through product differentiation and service. All these apps will do is erode margins in a game you can never win. There will always be someone that is cheaper than a bricks and mortar retailer.
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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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