Some retailers have certainly felt the sting of showrooming in the past. It's likely these retailers haven't used their websites to effectively differentiate their product offerings and define its value. As more retailers become aware of the challenges of resisting and adapting to showrooming, they're now beginning to design their digital presence around the creation of a seamless online customer experience to showcase their brand strategy. Innovative retailers include an extended product portfolio (including exclusive online products and sizing) and customer service capabilities to differentiate their products throughout all interactions with consumers. Perhaps this more complete view of a retailer's website should be considered "showcasing."