Two terms worth being precise about
Showrooming is visiting a physical store to see and handle a product, then buying it online, often from a different retailer at a lower price (definition per Techopedia). Webrooming runs the other way: research a product online, buy it in a physical store. Neither is new, but a smartphone makes both easy enough to do mid-shop, which is why most retailers are now competing against both patterns at once, sometimes inside a single customer's single decision.
Neither pattern is going away, and neither channel has won. Physical stores still offer things digital commerce hasn't matched: handling the product, walking out with it, a human to ask. Digital stores offer price comparison and selection no local shop can touch. Most people use both, at different points of the same decision, and expecting them to pick a lane is a losing bet.
Designing for both instead of picking one
A shopper who sees one message on social media, a different one in the store, and a third on the website doesn't experience that as choice — it reads as the business not having its act together. The fix isn't identical creative everywhere. It's making sure the shopper recognizes the same business and the same pitch no matter which channel they wandered into.
The bigger risk sits with support. Someone mid-showrooming or mid-webrooming who hits a question the chatbot can't answer is a customer one bad interaction away from a competitor's tab. A real person reachable at that moment — in person, by phone, or over live video — is what actually keeps that sale from leaking elsewhere.
And feedback shouldn't be split into an in-store metric and an online one. A complaint made at the counter is data about the online experience too, and the other way around — the shopper doesn't think of the business as two separate operations, so treating the feedback that way just means missing half the signal.
A shopper doesn't distinguish "your website" from "your store" the way an org chart might; they experience one business. Oktium's business page covers how that reachability actually gets built into a company's own site.