These days, it’s a common scenario: A consumer walks into a store to test drive, try on, or take a peek at a product. But instead of making a purchase, the consumer whips out her smartphone, presumably to seek out a better price online.
This phenomenon, known as showrooming, can befuddle brands that rely on brick-and-mortar sales. But a good mobile content strategy can turn showrooming on its head to persuade consumers to purchase.
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