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  "documentTitle": "What the Customer Really Wants",
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  "notes": "The slide discusses the phenomenon of showrooming in the German market and provides strategic recommendations for retailers to mitigate risks and leverage opportunities.",
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      "text": "Showrooming poses less of a threat to vertically integrated retailers; for them, it essentially means shifting sales between channels.",
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      "text": "Another possibility for brick-and-mortar stores is to \"catch\" consumers on the premises before they change channels. Even if customers only stopped by to gather information before buying something online, there is a reasonable chance of persuading them to buy the item on the spot.",
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      "text": "Showrooming really happens – and will very probably gain in importance in Germany in the years ahead. Yet how customers gather information and which channel they ultimately use to make purchases is not of equal importance to each and every retailer.",
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