'Showrooming' Fears May Be Overdone, Retailer Says as It Plans 5G, Connected Device Space in LA
Video & Audio Center believes the “showrooming” that took place in the early days of e-commerce has reversed, and customers are now researching products online first and validating research in stores, where purchases are then made. “You can’t make a…
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decision looking at a 4-5-inch screen on your smartphone,” said a spokesman. The Los Angeles-area electronics retailer began buildout of a “technology showplace” in the Westfield Century City Mall this week with plans to open this fall, he said. The space will be interactive with “nothing you can’t touch,” the representative said, including connected appliances and home automation powered by a 5G network with “miles and miles” of fiber optic cable. The mall, a $1.4 billion overhaul begun in 2015, is on track to house 230 retail stores when it’s complete, including technology stores from Amazon, Apple, Bose and Microsoft.