According to Anne Zimmerman in “Showdown over Showrooms”, Target corporation sent communication to its vendors requesting special products for their stores which would benefit them in price comparisons (Zimmerman, 2010). These products may come in the form of premium brands or lines of materials that cannot be found in other stores. This tactic would be a preventative measure against showrooming. The tactic could backfire on Target because suppliers understand that a large portion of costs associated with special brands for a select merchandiser are kept with the producer. These costs come in the form of lower prices of products as well as shipping, sourcing of supplies and manufacture remain with the vendor (Smith, Palazzo, & Bhattacharya,