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商品編號： 9-515-019 出版日期： 2014/08/14 作者姓名： Teixeira, Thales S.;Watkins, Elizabeth Anne 商品類別： Marketing 商品規格： 15p 再版日期： 2015/12/18 地域： 產業： Consumer electronics;Retail and consumer goods 個案年度： 2009 - 2013
商品敘述：
Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers'' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mortar stores battle showrooming through changes in product assortment, the development of apps, loyalty programs and changes in pricing policy. The case asks whether Best Buy can survive by permanently price-matching their online-only competitors, primarily Amazon, despite having higher costs.
涵蓋領域：
Consumer behavior;Marketing strategy;Pricing strategy;Competitive advantage;Technology and analytics
相關資料：
, (9-516-040), 12p, by Thales S. Teixeira, Matthew Preble
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