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Search, Showrooming, and Retailer Variety | Marketing Science
Source: pubsonline.informs.org
Article summary:
1. Searching for prices does not impose discipline on prices, but searching for match information does.
2. Showrooming disciplines prices at deep stores and leads shallow stores to face a larger fraction of consumers who are insensitive to price.
3. The overall effect of more showrooming can be to raise or lower prices, depending on the kinds of consumers who showroom.
Article analysis:
The article is generally reliable and trustworthy in its reporting, as it provides evidence for the claims made and explores counterarguments. It also presents both sides of the argument equally, noting potential risks associated with showrooming and pricing-only channels. However, there are some areas where the article could be improved upon. For example, it does not provide any data or research to back up its claims about how showrooming affects prices at deep and shallow stores, nor does it explore any potential unintended consequences that may arise from this phenomenon. Additionally, while the article acknowledges that different types of consumers may have different effects on pricing when showrooming, it does not provide any further detail or analysis into this point. Finally, the article could benefit from exploring other factors that may influence pricing beyond search behavior and showrooming.