As for retailers, the main disadvantage is “showrooming”, which is the phenomenon whereby consumers visit a physical store to research, find and examine products, that is, to touch the products, but then use their smartphone or tablet in the store to compare prices. This often leads consumers to purchase the product online. As a result, retailers use several tactics with the aim of combating showrooming, including sales of unique products that cannot be found elsewhere or other marketing strategies. However, showrooming is creating more downward pressure on prices and retailers have therefore restrained themselves