Review the Case Study Rubric [DOCX].
Read the following case study:
Best Buy: Surviving the “Showrooming” Trend
A term that has recently become a part of marketing strategy is “showrooming.” According to Wikipedia, “Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item.”
One retailer that has been hit hard by showrooming is Best Buy. Many customers visit Best Buy to try out and compare various products but then choose to purchase online, or in some cases from another traditional retailer. At least partially as a result of showrooming, Best Buy has had a decline in profits in the past few years and has been forced to close some stores.
In a Word document, using the online resources listed below, as well as other online research you may locate, write a 1-2 page paper on Best Buy covering the following topics:
Based on the lecture information from Module 9, do you think Best Buy is positioned to be a retailer where personal selling takes place? Discuss the factors that make it important to use personal selling and relate those factors directly to Best Buy.
What strategies has Best Buy implemented to offset the showrooming trend? Which ones do you think will be most successful and why?
Do you expect Best Buy to be around in five years? Why or why not? What changes, additions, or adjustments would you suggest for their future business strategy in order for them to stay in business?
Some suggested resources:
Showrooming — Wikipedia
Best Buy — Wikipedia
Retailing Today: Showrooming Effect Leveraging Store Experience
Can This Former Clerk Save Best Buy?
A New Move by Best Buy To Eliminate Showrooming Trap
Review the Case Study Rubric [DOCX]. Read the following case study: Best Buy: Su
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