Showrooming is the practice of going to a conventional store to look at a product and then buying it online for a cheaper price.

 

Showrooming指先到传统实体店查看某件商品，然后到网上以较低的价格将该商品购入的行为，我们可以称之为“先逛店后网购”。

 

There are certain things we may want to see before we buy, because any written description or image on the web, no matter how detailed¹, is just no substitute for looking at the real thing. This is where showrooming kicks in. We pop down to our local bricks-and-mortar retailer² who has spent precious time and money displaying products in an appealing way, and check the thing out. If satisfied, we then go home and buy said item from an online retailer, who can give us a much better deal because it doesn't have the costly³ overheads associated with displaying products for consumers to examine.

 

我们在购买某些产品之前总希望能亲眼看一下，因为无论网上的文字描述和图片展示多么详尽，仍然无法代替亲眼看到实物的体验。于是，“先逛店后网购”就出现了。我们跑到当地的实体店去查看想买的那件商品，这些实体店都是商家花了大量时间和资金精心布置的。如果我们对商品满意，就回家从网络零售商那里将其买下，因为网络零售商不用在陈列商品方面有额外成本支出，所以我们的成交价格会比实体店低很多。

 

Showrooming, it seems, is particularly prevalent in the purchase of electronic products, where consumers may like to test before they buy. People who engage in the practice, dubbed⁴ showroomers, often use mobile phones to check out the online prices whilst physically⁵ holding the product in a conventional store. 

 

“先逛店后网购”现象似乎在购买电子产品时更常见，因为很多人在购买电子产品之前都愿意试用一下。那些“先逛店后网购”的顾客被称为showroomer（先逛店后网购族），他们通常都是在实体店拿着实物商品，然后用手机查看该商品的网购价格。

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