A Columbia Business School study conducted jointly with Aimia explored the new practice of "showrooming," which includes viewing items in a store but buying them online for a lower price. David Rogers, a co-author of the study and professor at Columbia Business School, said retailers have to respond in order to salvage sales. "To survive, it is critically important that retailers understand the real impact of smartphones on shopper behavior, which will allow them to shape a retail experience that gives mobile consumers a reason to buy in a brick-and-mortar store," Rogers says.

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