Case Study #1: Can Retailers Win Back Shoppers Who Browse then Buy Online?
After reading please answer the following questions:
- Why is showrooming a problem? Should Benjy’s address the showroomer behavior or ignore it? How should they address it?
- What could Benjy’s do to convert more of these “showroomers” to a purchase?
- What else can Benjy’s do to “level the playing ground” between them and online retailers who have lower costs than traditional brick-and-mortar retailers? Specifically, how can Benjy’s increase margins without increasing price to the consumer?
Attach your answer in a Word document – answer should be no longer than one page – and upload it to this dropbox.
- Following required format (Word document no more than one page) – 10 points
- Clearly addressing each of the 3 questions – 10 points each
- Style (professional looking document) – 10 points
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