Case Study #1: Can Retailers Win Back Shoppers Who Browse then Buy Online?

Please read the case study: Can Retailers Win Back Shoppers Who Browse then Buy Online? written by T. Teixeira, and S. Gupta (Links to an external site.)

https://hbr.org/2015/06/case-study-can-retailers-win-back-shoppers-who-browse-then-buy-online

After reading please answer the following questions:

1. Why is showrooming a problem?  Should Benjy’s address the showroomer behavior or ignore it?  How should they address it?
2. What could Benjy’s do to convert more of these “showroomers” to a purchase?
3.  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.

Grading guide:

• 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