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Technology has given consumers the ability to be multichannel shoppers, giving rise to the showrooming phenomenon whereby people check out the merchandise in the stores, then go online and buy it elsewhere for less.
But retailers are fighting back, with data-driven tactics and other methods of getting shoppers to spend money with them.
While their budgets aren’t changing drastically, retailers are becoming more channel-agnostic as they encourage people to shop wherever they’d like–online, in stores or over the phone.
Per Kantar Media, retail ad spending rose just 5 percent to $16.3