BEST BUY EXEC: Here's The Truth About The 'Showrooming' Phenomenon

best buy rainbow

Photo: By carl.lacey2 on Flickr

There has been a lot of hype around the battle between physical stores and the online realm.There’s the rise of showrooming (consumers trying out merchandise in stores then going online to buy them), the inability to match prices and a whole plethora of other issues that are seemingly killing brick-and-mortar retailers.

scott durchslag best buyScott Durchslag, Best Buy’s senior vice president and president Online and Global e-Commerce

Photo: Best Buy

But Scott Durchslag, who took the helm of Best Buy’s online and mobile operations today, has something to say about that.We spoke with Durchslag about the “digital experience” he wants to deliver at Best Buy, and he stressed that it’s about pulling the worlds of websites and bricks together — not tearing them further apart.

Here’s what he said in our interview:

“I think a lot of the discussion, debate and analysis that I have seen is based on a false dichotomy of ‘bricks vs. clicks. I don’t think it’s online versus bricks-and-mortar stores because that’s not the way the consumer behaves.

That’s not the way the consumer thinks. It’s intrinsically multi-channel — the way the consumer behaves. 60 per cent of the customers in Best Buy stores have been on BestBuy.com or are on it when they’re actually in the store live. People are using it real-time while they’re there. I think the opportunity is to really bring these together.

Once they’re in the store, they’re yours to lose … A lot of people talk and write about the ‘showrooming’ phenomenon. It’s a symptom, not a cause. There are things that you’re not doing for the consumer that makes them not want to purchase.

… Service, expertise, the ability to be able to try to give you a one-stop shop with a turnkey personalised experience — that is the future of electronics retail.”

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