Inroad into Omni-Channel Retailing: Physical Showroom Deployment of an Online Retailer

•Online retailers’ deployment of showrooms can mitigate consumer fit uncertainty.•Showroom feasibility is critical to the success of physical showroom deployment.•Partial assortment is preferable with high intensity of inter-product showrooming.•Product return/exchange cost significantly affects prices and information service.•Implications on how to benefit from offline information delivery are provided.