As far as retailers are concerned, the main disadvantage is "showrooming", which is the phenomenon where consumers visit a physical store to search, find and review products, that is to say to touch the products, but then using your smartphone or tablet in store to compare prices. This often leads consumers to purchase the product online. As a result, retailers use several tactics to combat showrooming, including selling unique products not found elsewhere or other marketing strategies. However, showrooming creates increased downward pressure on prices and retailers have therefore limited their