With the rapid rise in smartphone penetration, consumers can now browse a store’s aisles with the internet immediately available in their purse or pocket. As a result, retailers and investors have expressed growing alarm that "showrooming" will drive more and more customers to leave stores without a trip to the cash register. Sign-up below to immediately download the Columbia Business School-Aimia Showrooming and the Rise of the Mobile-Assisted Shopper research report and learn more about who these mobile-assisted shoppers ("M-Shoppers”) are, how they are using their devices in stores, what motivates their decisions to buy online vs. in-store, and what strategies retailers and brands should be thinking about to drive their purchasing behaviors.
