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      "text": "The graphic on the right shows how various product categories fare in terms of whether people prefer to purchase them online or in-store. For some product categories, such as furniture and homeware and household appliances, consumers want to go to a store and look at and try the products. But retailers should consider whether they would have even more success with these products in-store if they employed a pure showroom model.",
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      "text": "The showroom model is also favorable for products that are referred to as “differentiated goods,” products like branded fashion apparel, the newest electronic gadgets, or expensive jewelery. Differentiated products are difficult to sell online, because consumers prefer to browse for these items, examine them, and even seek out advice about what to buy. By displaying these products in a showroom, skilled and attentive sales staff can drive conversion of browsers into actual customers—a challenge for retailers both online and offline—resulting in more sales. The illustration to the right shows why jewelery and watches, a good example of differentiated products, are good candidates for showrooming.",
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      "text": "Source: PwC, Total Retail 2017. Summary chart showing in-store vs online purchasing preferences. Which method do you most prefer for buying your purchases in the following product categories?",
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