Best Buy must live in fear of shoppers like Ave Lising. He and a group of friends walk through the Stanford mall in Palo Alto, Calif., their cellphones clutched in their hands.
Lising visited the electronics retailer recently, shopping for a video game.
"I went to Best Buy [and] looked at the price," Lising says. "I was like, 'Ehh — I'm sure I can find this cheaper online.' "
So he whipped out his smartphone and scanned the barcode, found it cheaper and ... no sale for Best Buy.
There's a word for that kind of in-store comparison shopping: "showrooming."