Young shoppers are the force behind the rapid growth of showrooming with their grasp on how to...

|By:, SA News Editor

Young shoppers are the force behind the rapid growth of showrooming with their grasp on how to use mobile devices to find the best deals, according to research by AlixPartners. Naturally, Amazon (AMZN +2.2%) appears to be a beneficiary of the trend, but brick-and-mortar retailers could have a secret weapon. A retail brief published by Aimia suggests that the very same savvy young shoppers who make showrooming a force of habit are also the most loyal reward program participants. The end game: A loyalty program with soft benefits could steal Amazon's thunder.