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As more shoppers use mobile devices while they shop, brick-and-mortar retailers need to be maximizing every customer touch point throughout the store. But retailers aren’t so enthused about doing this, because of a little word called “showrooming.” That’s when customers use a phone to compare prices online to in-store prices, and then leave the showroom to buy online.

Last year, showrooming was labeled as the final blow to struggling brick-and-mortar retailers. But the impact of showrooming may not be as devastating to brick-and-mortars as originally thought. A recent IBM study showed that in 2013 only about 30% of online purchases resulted from showrooming — a drop from nearly 50% in 2012.

How is it possible that the use of smartphones and tablets while shopping continues to increase, yet showrooming activity dropped? The answer lies in the in-store customer experience. Instead of fighting the mobile trend, leading retailers are using consumer mobile devices to their advantage.

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