Abstract
Consumer behaviour is changing as a result of the adoption of smartphones, in particular the way individuals shop. This article considers the way in which 'showrooming'-considering goods in a retail outlet and then purchasing them online-is moving into the mainstream, and suggests marketing strategies that retailers might adopt to cope with this shift.
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APA
Willmott, B. (2014). Retail showrooms, mobile sales. Journal of Direct, Data and Digital Marketing Practice, 15(3), 229–232. https://doi.org/10.1057/dddmp.2014.4
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