Mobile Content Strategy: Why Brands Should Stop Worrying and Embrace Showrooming

Dec. 10, 2015

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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