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Do You Have A Digital Shoplifting Problem? How To Combat Showrooming

Client Appliance Connexion (New Zealand)
Date Sep 5, 2013
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Description

Presentation for the 2013 Appliance Connexion Conference in Chicago, IL, Omaha, NB, and Las Vegas, NV.

You have heard or read about showrooming, or the pervasive habit of shoppers to scope out merchandise in stores but buy on rivals' websites - Amazon.com to name one - usually at a lower price. And you have heard or read about the reasons why shoppers do it: instant gratification; broad selection; price and deals. As well, you have heard or read about the reasons why suppliers are allowing this such as, Wall Street pressure to deliver profit which then leads to over-distributed brands. What you might not have heard or read about are the ways you can combat this trend. There are twenty-four ways at least to do it that we cover in this presentation. One set of tactics that you can deploy to convince your customer to choose you over the web and another set of tactics that you can deploy to convince your suppliers to do business with you under different terms.   This workshop will dig into each of these tactics with examples from big box retailers and independents who are using them every day.

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