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What it is and what it isn't. This trend can boost your business … as long as it's handled correctly. by Phillip M. Perry 40 August 2013 | beautystorebusiness.com Hands and phone: Thinkstockphoto.com; products: Armando Sanchez SHOWROOMING: WHAT WOULD YOU DO IN THIS SITUATION? A young man—let's call him Andy—walks into your store and starts looking at your merchandise. Suddenly he pulls out a smartphone and snaps a picture. Then he starts tapping away at the keys on his device. What's going on? It seems Andy is looking up your merchandise on the Internet, seeking a better price. When he finds one, he'll order the item online. With that done he'll walk out of your store. Revenue to you: zero. Andy is a "showroomer"—a shopper who examines merchandise in a brick-and-mortar store, then uses a smartphone to find a better deal at a rival's website.