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How Pinterest Puts People in Stores

“Showrooming”–a phenomenon whereby shoppers visit stores to examine merchandise in person before buying the items online–is viewed as a huge threat to brick-and-mortar retailing. But instead of feeling threatened by showrooming, retailers should study their customers’ paths to purchase and use the insights gained to hone their online marketing efforts. This Vision Statement illustrates the typical paths by which Pinterest users use the web to make purchases.

Purchase the full article from David Sevitt and Alexandra Samuel on the Harvard Business Review.