Шоурумингът като омниканално предизвикателство в конкурентната борба между търговците
Showrooming as a competitive omnichannel retail challenge

Author(s): Mariyana Kateva
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: omnichannel retail; showrooming; ROPO-effect; trade strategy; brick-and-mortar stores; online stores
Summary/Abstract: The report clarifies the meaning of the term „showrooming“ as a trend merging the boundaries between brick-and-mortar and e-commerce. The author maintains the thesis that an omnichannel strategy helps retailers to deal with both horizontal and vertical competition. Both the ROPO effect and the showrooming are a tendency in consumer omnichannel behavior. The forecasts of major consultancy companies, such as Colliers, are that by 2021 the growth rate of online commerce will shrink from 11% per year to 7%. They inevitably give rise to the need for more online retailers to open a brick-and-mortar stores in order to keep, to stimulate and to increase consumer loyalty.

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