Implications: One way to beat “showrooming” is to offer a product enhancement, service, or sales experience that online vendors can’t deliver. It seems to me that Target has decided to do just that… but just not with Kindles.
Thursday, May 3, 2012
Showrooming strikes again. But this time, Target strikes back.
Observation: Target has decided to stop selling Kindle e-readers, according to a story from USA Today. The article suggests that part of the reason might be what is called showrooming; when people take a hands-on look at a product in store, but then go online (either at home or from their phone) to buy the item at a cheaper price from an Internet vendor. The story indicates that another motive might be the Apple mini-stores that are scheduled for launch in a number of Target locations (Apple’s iPad would be considered a direct competitor to Amazon’s Kindle). Click here to see the story.
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.