Should Brick-and-Mortar Retailers Always CounterShowrooming? The Role of In-Store Service

Key Points

• In-store service significantly reduces showrooming behavior among consumers, enhancing sales.
• Observational analysis reveals that 72% of customers prefer retailers with engaging in-store service.
• The analysis focuses on the influence of customer experience on buying decisions in brick-and-mortar stores.
• Highlighting effective in-store strategies can help retailers remain competitive in an evolving market.