Contemporary Management: Showrooming and Strategies for Retail Industry

Running head: CONTEMPORARY MANAGEMENT
CONTEMPORARY MANAGEMENT
Name of the Student
Name of the University
Author Note

1CONTEMPORARY MANAGEMENT
Answer to question 1
The case study is mainly based on the issue which has been termed as showrooming.
The Board was mainly concerned about the issue leading to huge amounts of losses for the
company named Benjy’s in the retail industry. The issue is mainly based on the ways by
which the customers who visit the showroom compare the products that are displayed with
those which are offered online. The major conflicting values that have been depicted in this
case are based on the ways by which Bertice, the daughter of the founder of Benjy’s felt that
the customers who visited the stores and did not buy the products were cheating them (Daunt
& Harris, 2017). On the other hand, the choice of the showroom from where the customer
wants to buy the products is completely based on their will. The solutions that were thereby
being proposed by the CEO and the founder of the company were totally different. The CEO
had suggested the showcasing of exclusive products in the showroom. The founder was more
concerned on developing immediate strategies in order to face the situation (Gensler, Neslin
& Verhoef, 2017).
Answer to question 2
The solution which can be provided to the company based on the ways by which it
can increase the levels of profitability is based on the development of a feedback based
system which will be able to identify the reasons behind changes that have taken place in
behaviour of customers. The feedback provided by the customers will thereby be able to play
a major role in the effective operations of the company. The major reason which can be stated
behind the lack of showroom customers is related to the availability of stock. The online
shopping websites on the other hand are able to offer huge variety of products to the
customers. The main issue can only be analysed by the company with the help of proper
feedback which will be collected from the customers who visit the stores (Kuksov & Liao,