{"id":176939,"date":"2024-12-31T07:30:00","date_gmt":"2024-12-31T06:30:00","guid":{"rendered":"https:\/\/datascientest.com\/es\/?p=176939"},"modified":"2025-01-28T14:21:23","modified_gmt":"2025-01-28T13:21:23","slug":"research-online-purchase-offline-que-es","status":"publish","type":"post","link":"https:\/\/datascientest.com\/es\/research-online-purchase-offline-que-es","title":{"rendered":"RoPo (Research Online, Purchase OffLine): \u00bfQu\u00e9 es eso?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"176939\" class=\"elementor elementor-176939\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d4da00 e-flex e-con-boxed e-con\" data-id=\"1d4da00\" 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-ca1c527 elementor-widget elementor-widget-text-editor\" data-id=\"ca1c527\" 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>El fen\u00f3meno RoPo (que significa Research Online Purchase Offline) se refiere al comportamiento de los consumidores que buscan informaci\u00f3n sobre un producto a trav\u00e9s de canales online antes de finalizar su compra en un punto de venta f\u00edsico. Ve\u00e1moslo m\u00e1s de cerca en este art\u00edculo.<\/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-1840c56 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"1840c56\" 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\/es\/nuestros-cursos-de-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\">M\u00e1s informaci\u00f3n sobre 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-f994dec e-flex e-con-boxed e-con\" data-id=\"f994dec\" 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-dd381c1 elementor-widget elementor-widget-heading\" data-id=\"dd381c1\" 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\">La realidad del comportamiento RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7eca54d elementor-widget elementor-widget-text-editor\" data-id=\"7eca54d\" 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;\">Seg\u00fan un estudio reciente de la consultora <\/span><b>PwC<\/b><span style=\"font-weight: 400;\">, <\/span><b>una mayor\u00eda de clientes preparan sus compras en tienda investigando primero en l\u00ednea<\/b><span style=\"font-weight: 400;\">. Este comportamiento est\u00e1 relacionado con una mayor transparencia, pero tambi\u00e9n con la seguridad percibida de una compra en una tienda f\u00edsica, donde se puede ver y tocar el producto.<\/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-1fab732 e-flex e-con-boxed e-con\" data-id=\"1fab732\" 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-58e2b69 e-con-full e-flex e-con\" data-id=\"58e2b69\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8912b59 elementor-widget elementor-widget-image\" data-id=\"8912b59\" 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\/es\/files\/2024\/12\/image1-2.webp\" class=\"attachment-large size-large wp-image-176942\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image1-2.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image1-2-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-49385b3 e-con-full e-flex e-con\" data-id=\"49385b3\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dc648c3 elementor-widget elementor-widget-text-editor\" data-id=\"dc648c3\" 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;\">El ejemplo t\u00edpico es la compra de grandes electrodom\u00e9sticos o muebles. <\/span><b>Los consumidores a menudo buscan informaci\u00f3n sobre el producto en l\u00ednea<\/b><span style=\"font-weight: 400;\">, leen las opiniones de otros clientes, comparan las caracter\u00edsticas, pero prefieren comprar en tienda para verificar la calidad del producto en persona. Tambi\u00e9n se habla de <\/span><b>click and collect<\/b><span style=\"font-weight: 400;\">, donde la b\u00fasqueda y la reserva se realizan en l\u00ednea, pero la recolecci\u00f3n en tienda permite una verificaci\u00f3n directa del art\u00edculo.<\/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-bd603e9 e-flex e-con-boxed e-con\" data-id=\"bd603e9\" 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-969cf4d elementor-widget elementor-widget-heading\" data-id=\"969cf4d\" 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\">El impacto del efecto RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35d385f elementor-widget elementor-widget-text-editor\" data-id=\"35d385f\" 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;\">Esto tiene un impacto significativo en la estrategia de marketing y comercial de las empresas. De hecho, los consumidores que siguen este modelo <\/span><b>suelen ser considerados como compradores mejor informados<\/b><span style=\"font-weight: 400;\"> y por lo tanto, <\/span><b>de mayor valor a\u00f1adido<\/b><span style=\"font-weight: 400;\">. Estos consumidores, habiendo realizado su b\u00fasqueda en l\u00ednea, a menudo ya est\u00e1n convencidos de los beneficios del producto cuando ingresan a una tienda, reduciendo por consiguiente los esfuerzos necesarios para la conversi\u00f3n en compra por parte de los vendedores, en particular.<\/span><\/p><p><span style=\"font-weight: 400;\">La noci\u00f3n del efecto RoPo demuestra que una presencia en l\u00ednea s\u00f3lida puede influir en ventas fuera de l\u00ednea significativas. Al analizar estudios de caso, como la integraci\u00f3n de una estrategia online to offline, se puede ver que algunas empresas, especialmente en el sector del lujo o la electr\u00f3nica, <\/span><b>logran aumentar sus conversiones offline gracias a una experiencia digital convincente<\/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-64129fc e-flex e-con-boxed e-con\" data-id=\"64129fc\" 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-eec8a7c elementor-widget elementor-widget-heading\" data-id=\"eec8a7c\" 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\">Los indicadores RoPo, medir el impacto<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84432f0 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"84432f0\" 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\/es\/nuestros-cursos-de-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\">Implantaci\u00f3n de una estrategia 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<div class=\"elementor-element elementor-element-0fd2137 elementor-widget elementor-widget-text-editor\" data-id=\"0fd2137\" 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;\">Para evaluar eficazmente el impacto del comportamiento RoPo, las empresas siguen varios indicadores clave (KPI) que permiten entender la relaci\u00f3n entre la b\u00fasqueda en l\u00ednea y las compras fuera de l\u00ednea, y <\/span><b>optimizar las estrategias omnicanales<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-245b29e e-flex e-con-boxed e-con\" data-id=\"245b29e\" 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-b26d153 e-con-full e-flex e-con\" data-id=\"b26d153\" 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-05b34b2 elementor-widget elementor-widget-image\" data-id=\"05b34b2\" 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\/es\/files\/2024\/12\/image6.webp\" class=\"attachment-large size-large wp-image-176943\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image6.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image6-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-9e6d74b e-con-full e-flex e-con\" data-id=\"9e6d74b\" 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-4d67ea7 elementor-widget elementor-widget-heading\" data-id=\"4d67ea7\" 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\">Tasa de conversi\u00f3n en tienda despu\u00e9s de visita en l\u00ednea<\/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-6d59657 e-con-full e-flex e-con\" data-id=\"6d59657\" 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-5a7090f elementor-widget elementor-widget-text-editor\" data-id=\"5a7090f\" 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;\">Permite medir el porcentaje de clientes que, despu\u00e9s de haber visitado el sitio web de la marca, acuden a la tienda para finalizar sus compras.<\/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-611cd14 e-flex e-con-boxed e-con\" data-id=\"611cd14\" 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-2c7f99a e-con-full e-flex e-con\" data-id=\"2c7f99a\" 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-40511c1 elementor-widget elementor-widget-image\" data-id=\"40511c1\" 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\/es\/files\/2024\/12\/image5-1.webp\" class=\"attachment-large size-large wp-image-176944\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image5-1.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image5-1-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-3fda58a e-con-full e-flex e-con\" data-id=\"3fda58a\" 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-19bf34c elementor-widget elementor-widget-heading\" data-id=\"19bf34c\" 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\">Ticket promedio post-b\u00fasqueda en l\u00ednea<\/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-7bfa6ab e-con-full e-flex e-con\" data-id=\"7bfa6ab\" 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-2068ea8 elementor-widget elementor-widget-text-editor\" data-id=\"2068ea8\" 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;\">Al analizar el valor promedio del ticket de los clientes que primero realizaron una b\u00fasqueda en l\u00ednea, las empresas pueden entender si la b\u00fasqueda previa aumenta el valor de la compra final en tienda.<\/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-fbeb400 e-flex e-con-boxed e-con\" data-id=\"fbeb400\" 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-3e77e23 e-con-full e-flex e-con\" data-id=\"3e77e23\" 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-9ff066b elementor-widget elementor-widget-image\" data-id=\"9ff066b\" 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\/es\/files\/2024\/12\/image4-1.webp\" class=\"attachment-large size-large wp-image-176945\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image4-1.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image4-1-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-dd58c8f e-con-full e-flex e-con\" data-id=\"dd58c8f\" 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-fd11a77 elementor-widget elementor-widget-heading\" data-id=\"fd11a77\" 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\">Tasa de visita en tienda despu\u00e9s de consulta en l\u00ednea<\/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-5a1098f e-con-full e-flex e-con\" data-id=\"5a1098f\" 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-0485374 elementor-widget elementor-widget-text-editor\" data-id=\"0485374\" 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;\">\u00datil para seguir el n\u00famero de clientes que, despu\u00e9s de haber consultado un producto en l\u00ednea, acuden a la tienda, incluso si no compran inmediatamente. Esto da una indicaci\u00f3n del atractivo de la tienda f\u00edsica para completar la experiencia de compra.<\/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-8648178 e-flex e-con-boxed e-con\" data-id=\"8648178\" 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-9df6f8b e-con-full e-flex e-con\" data-id=\"9df6f8b\" 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-ff5101c elementor-widget elementor-widget-image\" data-id=\"ff5101c\" 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\/es\/files\/2024\/12\/image2-1.webp\" class=\"attachment-large size-large wp-image-176946\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image2-1.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image2-1-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-a189278 e-con-full e-flex e-con\" data-id=\"a189278\" 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-9016239 elementor-widget elementor-widget-heading\" data-id=\"9016239\" 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\">Duraci\u00f3n promedio de la b\u00fasqueda en l\u00ednea antes de la compra<\/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-fc49e19 e-con-full e-flex e-con\" data-id=\"fc49e19\" 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-5b7dda6 elementor-widget elementor-widget-text-editor\" data-id=\"5b7dda6\" 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;\">Comprender cu\u00e1nto tiempo pasan los clientes en l\u00ednea antes de decidir comprar en tienda puede ayudar a las empresas a afinar su contenido en l\u00ednea, especialmente ofreciendo informaci\u00f3n m\u00e1s clara y rese\u00f1as relevantes.<\/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-b58bf2f e-flex e-con-boxed e-con\" data-id=\"b58bf2f\" 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-f0f0eda e-con-full e-flex e-con\" data-id=\"f0f0eda\" 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-fc4c157 elementor-widget elementor-widget-image\" data-id=\"fc4c157\" 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\/es\/files\/2024\/12\/image3-1.webp\" class=\"attachment-large size-large wp-image-176947\" alt=\"\" srcset=\"https:\/\/datascientest.com\/es\/files\/2024\/12\/image3-1.webp 512w, https:\/\/datascientest.com\/es\/files\/2024\/12\/image3-1-300x300.webp 300w, https:\/\/datascientest.com\/es\/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-8379a91 e-con-full e-flex e-con\" data-id=\"8379a91\" 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-7fbafc0 elementor-widget elementor-widget-heading\" data-id=\"7fbafc0\" 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-adb2c4a e-con-full e-flex e-con\" data-id=\"adb2c4a\" 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-c324ba2 elementor-widget elementor-widget-text-editor\" data-id=\"c324ba2\" 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;\">Medir la proporci\u00f3n de clientes que eligen la opci\u00f3n de click and collect puede proporcionar insights sobre la interacci\u00f3n entre los canales en l\u00ednea y fuera de l\u00ednea.<\/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\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-89a4e29 e-flex e-con-boxed e-con\" data-id=\"89a4e29\" 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-8091d66 elementor-widget elementor-widget-heading\" data-id=\"8091d66\" 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\">Las tendencias del futuro para el RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-205e946 elementor-widget elementor-widget-text-editor\" data-id=\"205e946\" 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;\">Las nuevas tecnolog\u00edas y la integraci\u00f3n de soluciones de data-driven marketing (entender \u00ab<\/span><b>marketing dirigido por los datos<\/b><span style=\"font-weight: 400;\">\u00bb) permiten al comportamiento <\/span><b>RoPo<\/b><span style=\"font-weight: 400;\"> evolucionar. Cada vez m\u00e1s, los consumidores esperan una sincronizaci\u00f3n perfecta entre sus experiencias en l\u00ednea y fuera de l\u00ednea. <\/span><a href=\"https:\/\/datascientest.com\/es\/salesforce-ai-la-inteligencia-artificial-al-servicio-de-la-relacion-con-el-cliente\"><span style=\"font-weight: 400;\">Los avances en materia de IA<\/span><\/a><span style=\"font-weight: 400;\">, big data y anal\u00edtica permiten a las marcas <\/span><b>mejor predecir los comportamientos RoPo<\/b><span style=\"font-weight: 400;\"> y personalizar la experiencia del usuario, tanto en l\u00ednea como en tienda.<\/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-0bcffc6 e-flex e-con-boxed e-con\" data-id=\"0bcffc6\" 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-1c4075f elementor-widget elementor-widget-heading\" data-id=\"1c4075f\" 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\">En conclusi\u00f3n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-766c34a elementor-widget elementor-widget-text-editor\" data-id=\"766c34a\" 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;\">El RoPo est\u00e1 en el centro de <a href=\"https:\/\/datascientest.com\/es\/data-marketing\">la estrategia de marketing<\/a> omnicanal moderna, permitiendo a las marcas llegar a sus clientes en cada punto de contacto, maximizar el valor de sus canales digitales, y optimizar la gesti\u00f3n de la experiencia del cliente.<\/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-c9b67bf elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"c9b67bf\" 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\/es\/nuestros-cursos-de-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\">Formaci\u00f3n con DataScientest<\/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-3c118da e-flex e-con-boxed e-con\" data-id=\"3c118da\" 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-41f75c6 elementor-widget elementor-widget-html\" data-id=\"41f75c6\" 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\": \"\u00bfQu\u00e9 es el RoPo?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"RoPo, o 'Research Online, Purchase Offline', se refiere al comportamiento de los consumidores que buscan informaci\u00f3n en l\u00ednea antes de realizar compras en tiendas f\u00edsicas.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"\u00bfCu\u00e1les son los beneficios del RoPo para las empresas?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"El RoPo ayuda a las empresas a atraer clientes a sus tiendas f\u00edsicas mediante una estrategia digital optimizada, aumentar la visibilidad en l\u00ednea y comprender las expectativas de los consumidores a trav\u00e9s del an\u00e1lisis de datos de b\u00fasqueda.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"\u00bfC\u00f3mo implementar una estrategia RoPo efectiva?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Una estrategia RoPo efectiva incluye un sitio web optimizado, informaci\u00f3n detallada sobre los productos, rese\u00f1as de clientes y herramientas de localizaci\u00f3n como Google My Business para atraer clientes a las tiendas.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"\u00bfQu\u00e9 sectores se benefician m\u00e1s del RoPo?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Sectores como la moda, la electr\u00f3nica, los productos de lujo y los electrodom\u00e9sticos se benefician particularmente del RoPo debido a la necesidad de ver o probar los productos antes de comprarlos.\"\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>El fen\u00f3meno RoPo (que significa Research Online Purchase Offline) se refiere al comportamiento de los consumidores que buscan informaci\u00f3n sobre un producto a trav\u00e9s de canales online antes de finalizar su compra en un punto de venta f\u00edsico. Ve\u00e1moslo m\u00e1s de cerca en este art\u00edculo. M\u00e1s informaci\u00f3n sobre RoPo La realidad del comportamiento RoPo Seg\u00fan [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":176941,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2425],"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): \u00bfQu\u00e9 es eso?<\/title>\n<meta name=\"description\" content=\"Descubre la estrategia ROPO (Research Online Purchase Offline): an\u00e1lisis de comportamientos, beneficios para las empresas y consejos para integrar lo digital en el comercio f\u00edsico.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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