It’s no secret that the internet has changed the way we shop. For the most part, retail has done a great job of adapting to the online space. Consumers also want to make more informed decisions.
In fact , 88% of shoppers research online before making a purchase.
This customer behavior, known as ROPO, presents a huge opportunity in e-commerce. We’ll explain what ROPO means and how you can leverage it.
ROPO – what does this acronym mean?
ROPO stands for Research Online, Purchase Offline. It refers to documented customer behavior in which customers consult online sources such as reviews, e-commerce stores, and expert opinions before making a purchase in a store.
Traditionally, there was no “online” part of the consumer journey. If you wanted to buy something, you had to contact a salesperson to discuss the features and benefits of the products, as well as the options available in the market.
But that’s no longer the case.
Now, before buying a product, all a consumer has to do is search “
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Many consumers will make list of croatia cell phone numbers that effort and then buy the product online. But, depending on the product, consumers may still want to go into a store for one reason or another. This is where the second half of the ROPO equation comes into play – the offline purchase.
Customers use the Internet to shop locally
A survey conducted by Bright Locals reveals a number of interesting statistics.
97% of consumers consent mode what does it mean? have searched online for a local business.
12% use the internet every day to find local businesses.
local businesses on the internet
In addition, it has been shown that buyers especially check information on the Internet before purchasing a product.
21% browse the Internet constantly before making an in-store purchase.
71% browse the Internet from time to time before going to a physical store.
Meanwhile, only 8% of respondents said they never search for information online before making an offline purchase.
ROPO – research while shopping
Smartphone-equipped shoppers are using the internet more than ever before while physically in-store. According to research, online product research influences 56% of all in-store sales.
Buyers regularly perform activities such as:
price comparison
download coupons
check promotional offers
QR code scanning
checking product descriptions and reviews.
Nowadays, a key aspect for all businesses is the multi-channel approach that integrates online and stationary sales.
ROPO Challenges
Creating effective ROPO marketing strategies comes with its own challenges. The biggest challenge is tracking consumer actions.
Tracking online bahrain leads conversions is easy. Unfortunately, tracking offline conversions that come from the internet is not.
Creating solid attribution techniques and combining data across channels are the biggest challenges in creating effective ROPO strategies.
Strengthening your online presence
The concepts of local SEO and local commerce often overlap with the ROPO effect. The main idea behind these concepts is to present retail stores on the Internet and make the products available in these locations easy to find online.