“Showrooming” is when a customer is in front of a saleperson and they bring out their mobile device to verify the competitiveness of the offered price. It is becoming more and more common to find this activity in use, and auto dealers need to make sure they are ready to respond.
Transparency and trust are hot commodities these days as dealers work to differentiate their offerings, retain current customers and gain new business. The customer just wants to know that they are not being taken advantage of.
Steve Finlay expands on this in his article title Car Shoppers Increasingly Use Mobile Devices at Dealerships.