Showrooming

Showrooming is when consumers physically examine a product and collect information in a store but make their actual purchase from the retailer later online, or from a different retailer altogether, typically to secure a lower price.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Showrooming. When consumers physically examine a product and collect information in a store but make their actual purchase from the retailer later online, or from a different retailer altogether, typically to secure a lower price.