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Why Target loves showrooming
Pundits and the media have cast showrooming at various times as either a scourge to brick-and-mortar retailers or as a death knell — another proverbial nail in the coffin.
There’s no question that showrooming, where shoppers browse products in a store and then purchase online, is a threat to retailers like Target that have a significant investment in real estate and physical stores.
However, less publicized is the fact that showrooming is also the greatest opportunity for retailers.
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Best Buy, Office Depot top retail back-to-school brands
Mountain View, Calif. -- Best Buy was the most effective retail brand overall during the 2013 back-to-school advertising season for the second year in a row with an average Ace Score of 561, performing 15% higher than its retail peers, according to TV and video advertising data from Ace Metrix.
Office Depot was the second most effective back-to-school retail advertiser with an average Ace Score of 540.