Showrooming has changed and as well, the responses to this behavior have changed accordingly. A mere three years ago the entire retail industry was in full panic mode because they had just begun to realize that shoppers were pulling out their smartphones in their store and, cue gasp, actually looking elsewhere to make the purchase.
Initial responses to this phenomenon ranged from doom to confusion and everywhere in between. But a few smart marketers started wondering how to leverage this change by consumers in order to turn it into retail gold. And some of them have succeeded.