Savvy brick-and-mortar merchants are working to reverse the effects of showrooming, arming associates with iPads and other mobile tools to keep customers coming back, said panelists at Retail's BIG Show this week. "You should bring technology into the store, instead of having the consumer go home and use their own technology," said Macy's director of consumer insights and strategy Cheryl Berinato.
How in-store tech tools can combat showrooming
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