题干
One of the biggest challenges faced by brick- and-mortar retailers（实体零售店） in recent years has been the" showrooming". Driven by the desire to get the best prices, many shoppers are now visiting stores to check on products that interest them, only to leave and then buy the items online. The new trend is forcing retailers to find out new ways to keep consumers from leaving their stores for cheaper prices online.
Smart phones have pushed showrooming into the front. Shoppers no longer have to wait until they get home to see if they can find a cheaper price for the products they're considering buying. With smart phones, consumers can now compare online prices with those of brick-and-mortar stores while still inside a retail store. If they can find what they're seeking with less money online, the majority will seek the first exit. A recent study showed that 45 percent of consumers shopping at brick-and-mortar stores walk out and make their purchase online for a discount of as little as 2. 5 percent.
This puts pressure on retailers to provide both an in-store experience worth staying and an online presence that can attract shoppers who are showrooming in other businesses.
To cut down on showrooming, many retailers are adopting new methods to keep shoppers in their stores. Among the steps they're taking are price-matching guarantees that allow shoppers to pay a discounted price if they find it cheaper online. This ensures that even a showrooming shopper can make the purchase in the store regardless of whether he finds the cheaper price online.
Another popular method of fighting against showrooming is to give shoppers the ability to buy something online and pick it up at the store. This reduces shipping costs and gets customers in the store, where they may be encouraged to make an additional purchase.
It is also important for businesses to take into consideration what makes shoppers purchase something in a store rather than online, and meet those needs. Research has found that more than 8 in 10 Americans consider the most important aspects--being able to take the goods home immediately and the ability to touch and feel them when they are deciding to purchase in a store rather than online.
【小题1】According to the passage, what does a showrooming shopper tend to do?| A．Pay for everything online. |
| B．Purchase online for a lower price. |
| C．Rush to buy things in a store. |
| D．Have better bargaining skills. |
| A．The advertisement by online retail giants. |
| B．The competition among big stores. |
| C．The wide use of smart phones. |
| D．The decline of the brick-and-mortar stores. |
| A．Search for lower prices. |
| B．Make a purchase at once. |
| C．Locate the nearest exit quickly. |
| D．Leave as soon as possible. |
| A．Ways of increasing sales at stores. |
| B．Ways of promoting purchase online. |
| C．Ways of satisfying customers needs. |
| D．Ways of advising shoppers to buy more. |
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