Our Cross-Channel Numbers Show ‘Showrooming’ Could Be Overblown

Ubiquitous connectivity allows consumers to easily check prices and buy on the go, which should worry (not terrify) traditional retailers in competitive categories. This "showrooming effect," which has been encouraged by Amazon, would enable web retailers to snatch some sales from the hands of their brick-and-mortar competition. A majority of sales are still happening offline, so the fear of showrooming - that most people are finding screaming deals online - is exaggerated. In fact, the majority of transactions still happen in stores, even when shoppers research online (yes, even when they've got their mobile devices in hand in a store