Executive Briefings

Target President Says 'Showrooming' Is a Fact of Retail Life, Find Way to Make It Work for You

As a Target "beauty concierge," young Chelsea Mathison prowls the cosmetic aisles at the retailer's Nicollet Mall store, sweetly asking shoppers if they need beauty tips and recommendations. The pixieish clerk seems an unlikely front-line warrior in the Minneapolis-based retailer's effort to embrace showrooming -- where consumers fiddle with products in stores, only to surf their smartphones to see if they can buy the items cheaper somewhere else.

Amping up customer service in key product areas like beauty is one way Target hopes to address the fast-growing showrooming trend, especially as the crucial holiday shopping season approaches.

Showrooming may be a delightful win for value-oriented shoppers, but it has likely made retail executives gnash their teeth.

Not Casey Carl, however. Last month, Target's president of multichannel declared in a widely read essay on Target's Web site that he loves showrooming. Well, he qualified, as long as Target books the sale.

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Keywords: retail supply chain, supply chain management, value chain, logistics & supply chain

Amping up customer service in key product areas like beauty is one way Target hopes to address the fast-growing showrooming trend, especially as the crucial holiday shopping season approaches.

Showrooming may be a delightful win for value-oriented shoppers, but it has likely made retail executives gnash their teeth.

Not Casey Carl, however. Last month, Target's president of multichannel declared in a widely read essay on Target's Web site that he loves showrooming. Well, he qualified, as long as Target books the sale.

Read Full Article

Keywords: retail supply chain, supply chain management, value chain, logistics & supply chain