A Different Take on the “Value of Showrooming”
The analogy I use to describe the changes in the consumer marketplace goes like this: On one side is the factory producing the goods. On the other is the consumer. The Internet is a stretched spring connecting the two.
In between is the variety of traditional middlemen, with the retailer being closest to the consumer and the brands’ top sales executive being closest to the factory. Regardless of where the middlemen are positioned between the consumer and factory the spring is a constant source of tension that connects the factory to the consumer.
The middlemen must constantly prove their value to the consumer AND the factory or be forced out by the pressure created through the tension of the spring. In this case, the spring represents the Internet and the powerful e-tailers (B2C) that dominate it.