U.K. mall to debut stores where you can browse, not buy

07/18/2013 | Advertising Age (tiered subscription model)

Developers of the $2.3 billion Silvertown Quays in London's Docklands neighborhood plan to build a section for global brands to open shops that let shopper browse their wares in person but only make a purchase online. The move is an attempt to embrace showrooming, but some critics say it takes the trend a step too far by denying shoppers the chance for instant gratification that remains part of the appeal of brick-and-mortar shopping.

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