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Target Courtrooming Case Study Summary

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In our 1st case study, “Target… Showrooming”, Target Corporation has grown tired of being show-roomed, meaning shoppers looking to a particular product go to the store and look at it, pick it up and evaluate the price. They then shop online with their smartphone or at home online with their computer (Zimmerman, 2012). To Target, this has become a very large problem that they can measure in their end of the year sales analysis. In store sales rose slightly, yet online sales significantly were higher.
In an initial attempt to prevent show-rooming, Target has asked product suppliers to provide special products that can be purchased only in their stores and where those products couldn’t be provided to match rival store pricing. According the study,
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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.

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