BII_Reverse Showroomers
BII
In the past few years, as online shopping exploded and smartphones became the norm, the showrooming phenomenon — consumers using their phones to comparison shop in stores — seemed poised to gut the revenue of offline retailers.
But now a new report from BI Intelligence finds that retailers have discovered "reverse showrooming," or "webrooming," which is when consumers go online to research products, but then head to a bricks-and-mortar store to complete their purchase.  
Reverse showrooming is actually nothing new. Since the early days of online shopping, more people have researched their shopping online than have actually bought there.
In the report, we examine the numbers behind showrooming and reverse showrooming, what's driving each trend, and what the different showrooming behaviors look like. We also look at what in-store advantages retailers have, and what they are doing both to capture in-store sales from reverse showroomers and to drive up purchases across channels. 
Here are some of the key points from the report: