The RoPo phenomenon (which stands for Research Online Purchase Offline) refers to the behaviour of consumers who seek information about products via online channels before finalising their purchase in a physical outlet. Let’s take a closer look in this article.
What is the reality of RoPo behaviour?
According to a recent study conducted by PwC, the majority of consumers prepare for their in-store purchases by researching online first. This behavior is not only due to increased transparency but also the perceived security of purchasing in a physical store, where customers can see and physically inspect the product.
The classic example of this is the purchase of large appliances or furniture. Consumers frequently search for product information online, peruse other customers’ reviews, compare features, yet they prefer to make the actual purchase in-store to personally verify the product’s quality. This practice is also referred to as click and collect, where the research and reservation are done online, but in-store pickup allows for direct verification of the item.
What is the impact of the RoPo effect?
This behavior significantly influences companies’ marketing and sales strategies. Consumers who follow this pattern are often considered more informed buyers and thereby, of higher value. As these consumers have already conducted their research online, they often enter the store already convinced of the product’s benefits, which reduces the effort needed by salespeople to convert interest into a purchase.
The RoPo effect concept demonstrates that a robust online presence can significantly influence offline sales. By examining case studies, such as the implementation of an online-to-offline strategy, it’s evident that some companies, particularly those in the luxury or electronics sectors, succeed in boosting their offline conversions through a captivating digital experience.
How do companies measure the RoPo effect?
To accurately gauge the impact of RoPo behavior, companies track key performance indicators (KPIs) to understand the correlation between online research and offline purchases, and optimize their omnichannel strategies:
In-store conversion rate after online visit
This measures the percentage of customers who, after visiting a brand’s website, proceed to a physical store to finalize their purchases.
Average basket value post-online research
By analyzing the average basket value of customers who first performed online research, companies can assess if preliminary research increases the final purchase value in-store.
In-store visit rate following an online consultation
This is useful for tracking the number of customers who visit a store after checking a product online, even if they don’t purchase immediately. It indicates the physical store’s appeal in completing the shopping experience.
Average duration of online research prior to purchase
Understanding how long customers spend researching online before deciding to buy in-store can help companies enhance their online content, particularly by providing clearer information and relevant reviews.
Click and Collect
Tracking the proportion of customers opting for click and collect can provide insights into the interaction between online and offline channels.
What are the future trends for RoPo?
Evolving technologies and the adoption of data-driven marketing solutions (understood as “data-driven marketing“) are driving the evolution of RoPo behavior. Increasingly, consumers expect seamless synchronization between their online and offline experiences. Advancements in AI, big data, and analytics empower brands to more accurately predict RoPo behaviors and personalize the user experience, both online and in-store.
Conclusion
The RoPo model is central to modern omnichannel marketing strategies, enabling brands to engage customers at every touchpoint, maximize the effectiveness of their digital channels, and enhance customer experience management.
