Acquiring Customers Through Click-and-Collect, Price Matching, and Environmental Information

Showrooming is becoming a common behavior that damages the profitability of store-based retailers and may also amplify the environmental impact derived from last mile home delivery. The aim of this study is, first, to find out if offering a click-and-collect channel with a price-match can help the visited retailer to acquire customers by converting competitive showroomers; second, to uncover if being aware of the different environmental impact of the delivery options could change the showroomer's mind towards the click-and-collect option; and third, to reveal if environmental awareness is moderated by the individual’s environmental concern and bad conscience during showrooming. Results highlight the strategic relevance for multichannel retailers of offering a click-and-collect option and providing information on the environmental impact of last mile delivery for managing the competitive showrooming issue.