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Target: We Love Showrooming
In January 2012, Target was the first retailer to coin the term "showrooming" and stake its claim against the fast-approaching trend with a letter to the public (Target Seeks Allies in Battle Against 'Showrooming'). "What we aren't willing to do is let online-only retailers use our brick-and-mortar stores as a showroom for their products and undercut our prices without making investments, as we do, to proudly display your brands," said the letter, according to published reports.
However, the tables have turned and as Target was the first to defend against it, it is also the first to put an end to it. According to a post on Target's blog A Bullseye View by Casey Carl, president of multichannel for Target, "We love showrooming – when Target gets to book the sale."
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