Problem
Read the case study: "Can Retailers Win Back Shoppers Who Browse then Buy Online?" written by T. Teixeira, and S. Gupta.
After reading please answer the following questions:
• Why is showrooming a problem? Should Benjy's address the showroomer behavior or ignore it? How should they address it?
• What could Benjy's do to convert more of these "showroomers" to a purchase?
• What else can Benjy's do to "level the playing ground" between them and online retailers who have lower costs than traditional brick-and-mortar retailers? Specifically, how can Benjy's increase margins without increasing price to the consumer?
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.