Is it ethical to try offline but buy online?

A friend recently confessed that he was a “showroomer.” Not only that, but he didn’t feel guilty about it.

Showrooming, in case you were wondering, is when a shopper checks out a product at a brick and mortar store, then goes online to buy it. According to the 2012 Kellogg Shopper Index, a large segment of people still shop and buy at brick and mortar stores. But the numbers of showroomers are increasing, which threatens the brick and mortars.
Continue reading…