The retail giant and Blue Nile have begun an unusual engagement.

Big-box department store Nordstrom has decided that if you can't beat online retailers, you should join 'em. It's renting out space in its stores to the Seattle-based, online bridal jewelry company Blue Nile in hopes that it can seize upon the practice of showrooming. So new it was only given a name about two years ago, showrooming, which PSFK Labs has covered extensively, refers to the practice of shoppers looking at an item in-store and then using their mobile device to comparison-shop for it elsewhere. Nordstrom's unique partnership is mutually beneficial, netting them rent from Blue Nile's booth and hopefully more foot traffic from the resulting expansion of its Wedding Suite area.

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