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For Best Buy, this holiday season will be all about showrooming.

The practice — where consumers visit a store to check out an item in person and then buy it online from another retailer, often at a lower price — has become a major concern for bricks-and-mortar retailers. In early 2012, Target famously sent a letter to vendors asking for help to thwart showrooming. Yet, less than two years later, Best Buy is using showrooming as a rallying cry.

“What a difference a year makes. The press couldn’t have been more negative about what was going to happen to Best Buy this time last year,” said Scott Moore, senior VP-marketing. “At the root of it there was a theme around how showrooming would be the final straw, the thing that just knocked us out.”

Continue reading at AdAge.com