For decades, retail stores have operated the same way: shoppers come into the store, browse the merchandise and select items to purchase. However, the competition is heating up between brick and mortar stores and online-only retailers that offer the same merchandise at rock bottom prices, free shipping and in many states, no sales tax. In fact, the allure of online shopping has caused some B&M retailers to become convenient displays for shoppers looking for items that they intend to purchase online, a practice is commonly known as showrooming. Customers come into the store under the pretense of “just looking” and try on clothes, write down item or style numbers or even take pictures so they can go home and purchase the item online for less.

It’s easy for online merchants without any brick-and-mortar locations to offer products for lower prices because they don’t have the same overhead costs—rent, staff, or bills associated with running a B&M location.

Traditional retailers are not going down without a fight,and they still have a competitive edge for consumers who prefer to use cash or are uncomfortable with online shopping. In-store shopping also means instant gratification: shoppers have the item right after purchasing it andmay return it without stopping at the post office.

As showrooming becomes more commonplace and the number of online shoppers is expected to balloon to 170 million by 2015, retailers have been taking innovative steps to safeguard their businesses.

Some electronics and appliance retailers, including Best Buy, have replaced bar codes with store-specific ones for big-ticket items so prices cannot be compared online. Other retailers like the Container Store, Macy’s and Sears have stepped up their customer service by adding web return/pickup centers, free shipping and even a drive-through customer service center for online sales. High-end department store Nordstrom has added a feature on its website that allows shoppers to browse an individual store’s inventory so they can ensure the item is in-stock before going to the mall.