{"id":201751,"date":"2025-01-28T06:30:00","date_gmt":"2025-01-28T05:30:00","guid":{"rendered":"https:\/\/datascientest.com\/de\/?p=201751"},"modified":"2025-01-16T14:22:35","modified_gmt":"2025-01-16T13:22:35","slug":"research-online-purchase-offline-was-ist-das","status":"publish","type":"post","link":"https:\/\/datascientest.com\/de\/research-online-purchase-offline-was-ist-das","title":{"rendered":"RoPo (Research Online, Purchase Offline): Bedeutung und Vorteile f\u00fcr H\u00e4ndler"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"201751\" class=\"elementor elementor-201751\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a133311 e-flex e-con-boxed e-con\" data-id=\"a133311\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e3aaff0 elementor-widget elementor-widget-text-editor\" data-id=\"e3aaff0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><b>Das RoPo-Ph\u00e4nomen (Research Online Purchase Offline) beschreibt das Verhalten von Verbrauchern, die \u00fcber Online-Kan\u00e4le nach Produktinformationen suchen, bevor sie in einer Filiale einkaufen. Lassen Sie uns dies in diesem Artikel genauer entschl\u00fcsseln.<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3aff0a2 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"3aff0a2\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Mehr \u00fcber RoPo<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6830229 e-flex e-con-boxed e-con\" data-id=\"6830229\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a8165cd elementor-widget elementor-widget-heading\" data-id=\"a8165cd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Die Realit\u00e4t des RoPo-Verhaltens<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-930268e elementor-widget elementor-widget-text-editor\" data-id=\"930268e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Laut einer k\u00fcrzlichen Studie von <\/span><b>PwC<\/b> <b>bereiten die meisten Kunden ihre Eink\u00e4ufe im Gesch\u00e4ft vor, indem sie sich zuerst online informieren<\/b><span style=\"font-weight: 400;\">. Dieses Verhalten steht im Zusammenhang mit gr\u00f6\u00dferer Transparenz und auch mit der wahrgenommenen Sicherheit eines Kaufs in einem physischen Gesch\u00e4ft, wo man das Produkt sehen und anfassen kann.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1d77bd7 e-flex e-con-boxed e-con\" data-id=\"1d77bd7\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7cfb8f3 e-con-full e-flex e-con\" data-id=\"7cfb8f3\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a1449b8 elementor-widget elementor-widget-image\" data-id=\"a1449b8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image1-2.webp\" class=\"attachment-large size-large wp-image-201754\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image1-2.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image1-2-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image1-2-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b72864d e-con-full e-flex e-con\" data-id=\"b72864d\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5d40ac9 elementor-widget elementor-widget-text-editor\" data-id=\"5d40ac9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Ein typisches Beispiel ist der Kauf von gro\u00dfen Haushaltsger\u00e4ten oder M\u00f6beln. <\/span><b>Die Verbraucher suchen oft online nach Produktinformationen<\/b><span style=\"font-weight: 400;\">, lesen Kundenbewertungen und vergleichen die Merkmale, ziehen es jedoch vor, im Gesch\u00e4ft zu kaufen, um die Qualit\u00e4t des Produkts pers\u00f6nlich zu \u00fcberpr\u00fcfen. Man spricht auch von <\/span><b>Click and Collect<\/b><span style=\"font-weight: 400;\">, bei dem die Recherche und Reservierung online erfolgt, w\u00e4hrend die Abholung im Gesch\u00e4ft eine direkte \u00dcberpr\u00fcfung des Artikels erm\u00f6glicht.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b8cb36a e-flex e-con-boxed e-con\" data-id=\"b8cb36a\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5150d5c elementor-widget elementor-widget-heading\" data-id=\"5150d5c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Der Einfluss des RoPo-Effekts<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c515f8c elementor-widget elementor-widget-text-editor\" data-id=\"c515f8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Dies hat erhebliche Auswirkungen auf die Marketing- und Gesch\u00e4ftsstrategie von Unternehmen. In der Tat <\/span><b>werden Verbraucher, die diesem Muster folgen, oft als besser informierte K\u00e4ufer<\/b><span style=\"font-weight: 400;\"> angesehen und somit als <\/span><b>wertvoller<\/b><span style=\"font-weight: 400;\">. Diese Verbraucher, die ihre Recherche online durchgef\u00fchrt haben, sind oft bereits von den Vorteilen des Produkts \u00fcberzeugt, wenn sie ein Gesch\u00e4ft betreten, wodurch die Bem\u00fchungen der Verk\u00e4ufer, den Kauf zu erzwingen, stark reduziert werden.<\/span><\/p><p><span style=\"font-weight: 400;\">Das Konzept des RoPo-Effekts zeigt, dass eine starke Online-Pr\u00e4senz signifikante Offline-Verk\u00e4ufe beeinflussen kann. Durch die Analyse von Fallstudien zur Integration einer Online-to-Offline-Strategie kann man sehen, dass einige Unternehmen, insbesondere im Luxus- oder Elektroniksektor, <\/span><b>ihre Offline-Konversionen durch eine \u00fcberzeugende digitale Erfahrung steigern k\u00f6nnen<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-41cb125 e-flex e-con-boxed e-con\" data-id=\"41cb125\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bc68829 elementor-widget elementor-widget-heading\" data-id=\"bc68829\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Die RoPo-Indikatoren, den Einfluss messen<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28ebc8c elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"28ebc8c\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Wissen, wie man eine RoPo-Strategie umsetzt<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0142068 elementor-widget elementor-widget-text-editor\" data-id=\"0142068\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Um den Einfluss des RoPo-Verhaltens effektiv zu bewerten, <a href=\"https:\/\/datascientest.com\/de\/power-bi-kpi-was-ist-das-wozu-dienen-sie\">verfolgen Unternehmen mehrere Schl\u00fcsselleistungsindikatoren (KPI)<\/a>, die es erm\u00f6glichen, die Beziehung zwischen Online-Recherche und Offline-K\u00e4ufen zu verstehen und <\/span><b>omnichannel-Strategien zu optimieren<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-600c281 e-flex e-con-boxed e-con\" data-id=\"600c281\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8b51976 e-con-full e-flex e-con\" data-id=\"8b51976\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-71e8453 elementor-widget elementor-widget-image\" data-id=\"71e8453\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image6.webp\" class=\"attachment-large size-large wp-image-201755\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image6.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image6-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image6-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5a93434 e-con-full e-flex e-con\" data-id=\"5a93434\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fb00efa elementor-widget elementor-widget-heading\" data-id=\"fb00efa\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><font size=\"4\">Konversionsrate im Gesch\u00e4ft nach Online-Besuch<\/font><\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b69a742 e-con-full e-flex e-con\" data-id=\"b69a742\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-58581c2 elementor-widget elementor-widget-text-editor\" data-id=\"58581c2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Erm\u00f6glicht es, den Prozentsatz der Kunden zu messen, die nach dem Besuch der Website der Marke ins Gesch\u00e4ft gehen, um ihre Eink\u00e4ufe abzuschlie\u00dfen.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-87304b4 e-flex e-con-boxed e-con\" data-id=\"87304b4\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-52ada35 e-con-full e-flex e-con\" data-id=\"52ada35\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-08a755b elementor-widget elementor-widget-image\" data-id=\"08a755b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image5-1.webp\" class=\"attachment-large size-large wp-image-201756\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image5-1.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image5-1-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image5-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c9daa12 e-con-full e-flex e-con\" data-id=\"c9daa12\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e6869d elementor-widget elementor-widget-heading\" data-id=\"2e6869d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><font size=\"4\">Durchschnittlicher Warenkorbwert nach Online-Recherche<\/font><\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-03d93bc e-con-full e-flex e-con\" data-id=\"03d93bc\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b51eed3 elementor-widget elementor-widget-text-editor\" data-id=\"b51eed3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Durch die Analyse des durchschnittlichen Warenkorbwerts von Kunden, die zun\u00e4chst online recherchiert haben, k\u00f6nnen Unternehmen verstehen, ob die vorherige Recherche den endg\u00fcltigen Kaufwert im Gesch\u00e4ft erh\u00f6ht.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d64507 e-flex e-con-boxed e-con\" data-id=\"5d64507\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-ccd0a48 e-con-full e-flex e-con\" data-id=\"ccd0a48\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5d71939 elementor-widget elementor-widget-image\" data-id=\"5d71939\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image4-1.webp\" class=\"attachment-large size-large wp-image-201757\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image4-1.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image4-1-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image4-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6ab133f e-con-full e-flex e-con\" data-id=\"6ab133f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bc0f9b1 elementor-widget elementor-widget-heading\" data-id=\"bc0f9b1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><font size=\"4\">Besuchsrate im Gesch\u00e4ft nach Online-Besuch<\/font><\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c103b82 e-con-full e-flex e-con\" data-id=\"c103b82\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-73cc921 elementor-widget elementor-widget-text-editor\" data-id=\"73cc921\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">N\u00fctzlich, um die Anzahl der Kunden zu verfolgen, die nach der Online-Betrachtung eines Produkts ins Gesch\u00e4ft gehen, auch wenn sie nicht sofort kaufen. Dies gibt einen Hinweis auf die Attraktivit\u00e4t des physischen Gesch\u00e4fts, um das Einkaufserlebnis zu vervollst\u00e4ndigen.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b2b9d5a e-flex e-con-boxed e-con\" data-id=\"b2b9d5a\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1a11fd7 e-con-full e-flex e-con\" data-id=\"1a11fd7\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e76b6c9 elementor-widget elementor-widget-image\" data-id=\"e76b6c9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image2-1.webp\" class=\"attachment-large size-large wp-image-201758\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image2-1.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image2-1-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image2-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b2af769 e-con-full e-flex e-con\" data-id=\"b2af769\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a2ba45 elementor-widget elementor-widget-heading\" data-id=\"7a2ba45\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><font size=\"4\">Durchschnittliche Dauer der Online-Recherche vor dem Kauf<\/font><\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e2f0a85 e-con-full e-flex e-con\" data-id=\"e2f0a85\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-db64488 elementor-widget elementor-widget-text-editor\" data-id=\"db64488\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Zu verstehen, wie lange Kunden online verbringen, bevor sie sich entscheiden, im Gesch\u00e4ft zu kaufen, kann Unternehmen helfen, ihren Online-Inhalt zu verfeinern, insbesondere durch klarere Informationen und relevante Bewertungen.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-57f9838 e-flex e-con-boxed e-con\" data-id=\"57f9838\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6d9810e e-con-full e-flex e-con\" data-id=\"6d9810e\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c9b243e elementor-widget elementor-widget-image\" data-id=\"c9b243e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image3-1.webp\" class=\"attachment-large size-large wp-image-201759\" alt=\"\" srcset=\"https:\/\/datascientest.com\/de\/files\/2024\/12\/image3-1.webp 512w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image3-1-300x300.webp 300w, https:\/\/datascientest.com\/de\/files\/2024\/12\/image3-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6a4bb99 e-con-full e-flex e-con\" data-id=\"6a4bb99\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dc954ef elementor-widget elementor-widget-heading\" data-id=\"dc954ef\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><font size=\"4\">Click and Collect<\/font><\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e47356a e-con-full e-flex e-con\" data-id=\"e47356a\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9785b55 elementor-widget elementor-widget-text-editor\" data-id=\"9785b55\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Die Messung des Anteils von Kunden, die die Option Click and Collect w\u00e4hlen, kann Einblicke in die Interaktion zwischen Online- und Offline-Kan\u00e4len liefern.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-da70aba e-flex e-con-boxed e-con\" data-id=\"da70aba\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d38ac5e elementor-widget elementor-widget-heading\" data-id=\"d38ac5e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Die Zukunftstrends f\u00fcr RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b068675 elementor-widget elementor-widget-text-editor\" data-id=\"b068675\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Neue Technologien und die Integration von datengetriebenen Marketingl\u00f6sungen (verstanden als \u201e<\/span><b>marketing directed by data<\/b><span style=\"font-weight: 400;\">\u201c) erm\u00f6glichen es dem <\/span><b>RoPo<\/b><span style=\"font-weight: 400;\">-Verhalten, sich weiterzuentwickeln. Immer mehr Verbraucher erwarten eine nahtlose Synchronisation zwischen ihren Online- und Offline-Erfahrungen. Die Fortschritte in Sachen KI, Big Data und Analytics erm\u00f6glichen es Marken, <\/span><b>besser das RoPo-Verhalten vorherzusagen<\/b><span style=\"font-weight: 400;\"> und das Benutzererlebnis sowohl online als auch im Gesch\u00e4ft zu personalisieren.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-96be023 e-flex e-con-boxed e-con\" data-id=\"96be023\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b7e8bd6 elementor-widget elementor-widget-heading\" data-id=\"b7e8bd6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Abschlie\u00dfend<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a38ce3 elementor-widget elementor-widget-text-editor\" data-id=\"0a38ce3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">RoPo steht im Mittelpunkt der modernen Omnichannel-Marketingstrategie, die es Marken erm\u00f6glicht, ihre Kunden an jedem Kontaktpunkt zu erreichen, den Wert ihrer digitalen Kan\u00e4le zu maximieren und das Kundenmanagement zu optimieren.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44df68c elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"44df68c\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Sich mit DataScientest weiterbilden lassen<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c2af15d e-flex e-con-boxed e-con\" data-id=\"c2af15d\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5dde870 elementor-widget elementor-widget-html\" data-id=\"5dde870\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"FAQPage\",\r\n  \"mainEntity\": [\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Was ist RoPo?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"RoPo, oder 'Research Online, Purchase Offline', bezeichnet das Verhalten von Verbrauchern, die online nach Informationen suchen, bevor sie Eink\u00e4ufe in physischen Gesch\u00e4ften t\u00e4tigen.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Welche Vorteile bietet RoPo f\u00fcr Unternehmen?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"RoPo erm\u00f6glicht es Unternehmen, Kunden durch eine optimierte digitale Strategie in Gesch\u00e4fte zu locken, ihre Online-Sichtbarkeit zu erh\u00f6hen und die Erwartungen der Verbraucher durch Suchdatenanalysen besser zu verstehen.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Wie implementiert man eine effektive RoPo-Strategie?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Eine effektive RoPo-Strategie umfasst eine optimierte Website, detaillierte Produktinformationen, Kundenbewertungen und Tools wie Google My Business, um Kunden in Gesch\u00e4fte zu locken.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Welche Branchen profitieren am meisten von RoPo?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Branchen wie Mode, Elektronik, Luxusg\u00fcter und Haushaltsger\u00e4te profitieren besonders von RoPo, da Verbraucher oft Produkte sehen oder testen m\u00f6chten, bevor sie sie kaufen.\"\r\n      }\r\n    }\r\n  ]\r\n}\r\n<\/script>\r\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Das RoPo-Ph\u00e4nomen (Research Online Purchase Offline) beschreibt das Verhalten von Verbrauchern, die \u00fcber Online-Kan\u00e4le nach Produktinformationen suchen, bevor sie in einer Filiale einkaufen. Lassen Sie uns dies in diesem Artikel genauer entschl\u00fcsseln. Mehr \u00fcber RoPo Die Realit\u00e4t des RoPo-Verhaltens Laut einer k\u00fcrzlichen Studie von PwC bereiten die meisten Kunden ihre Eink\u00e4ufe im Gesch\u00e4ft vor, indem [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":201753,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2458],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v21.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RoPo (Research Online, Purchase Offline): Bedeutung und Vorteile f\u00fcr H\u00e4ndler<\/title>\n<meta name=\"description\" content=\"Entdecke die ROPO-Strategie (Research Online Purchase Offline): Analyse des Verhaltens, Vorteile f\u00fcr Unternehmen und Ratschl\u00e4ge zur Integration des Digitalen in den physischen Handel.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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