Best Buy is changing things up this holiday season. Amid concerns over "showrooming"—when customers visit stores, check out products, and then buy them online—Best Buy is set to match online prices, including Amazon's, the Wall Street Journal reports. It's also going to throw in free delivery of out-of-stock items. Right now, 40% of customers who visit the store actually buy something, and "we have a tremendous opportunity to increase that close rate," says a rep. Meanwhile, Walmart is taking a different tack: "Let's be the best showroom," CEO Mike Duke told investors.
To that end, Walmart is experimenting with same-day delivery for popular holiday items bought online. Toys "R" Us is also looking to boost delivery speed. The moves basically turn stores "into online order fulfillment centers," the Journal notes. The chains are taking the steps even as they publicly downplay the effects of showrooming—but a survey finds that 33% of shoppers, and 43% of electronics shoppers, do buy items online after visiting stores. (Read more Best Buy stories.)