{"id":257403,"date":"2024-12-05T06:30:00","date_gmt":"2024-12-05T06:30:00","guid":{"rendered":"https:\/\/datascientest.com\/?p=257403"},"modified":"2024-12-18T13:18:01","modified_gmt":"2024-12-18T13:18:01","slug":"research-online-purchase-offline-tout-savoir","status":"publish","type":"post","link":"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir","title":{"rendered":"RoPo (Research Online, Purchase OffLine) : Qu&rsquo;est-ce que c&rsquo;est ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"257403\" class=\"elementor elementor-257403\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5bcacef e-flex e-con-boxed e-con\" data-id=\"5bcacef\" 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-77f4ed1 elementor-widget elementor-widget-text-editor\" data-id=\"77f4ed1\" 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<strong>Le ph\u00e9nom\u00e8ne RoPo (qui signifie <u>R<\/u>esearch <u>O<\/u>nline <u>P<\/u>urchase <u>O<\/u>ffline, ou en fran\u00e7ais \u00ab\u00a0recherche en ligne, achats hors ligne\u00a0\u00bb, sous entendu achats en magasins) d\u00e9signe le comportement des consommateurs \u00e0 rechercher des informations sur des produits via des canaux en ligne avant de finaliser leurs achats dans un point de vente physique. D\u00e9cryptons cela de plus pr\u00e8s au sein de cet article.<\/strong>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e89522 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"9e89522\" 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\">En savoir plus sur le 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-ef4619b e-flex e-con-boxed e-con\" data-id=\"ef4619b\" 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-5086e6e elementor-widget elementor-widget-heading\" data-id=\"5086e6e\" 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 r\u00e9alit\u00e9 du comportement RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-083ed4e elementor-widget elementor-widget-text-editor\" data-id=\"083ed4e\" 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;\">Selon une \u00e9tude r\u00e9cente du cabinet <\/span><b>PwC<\/b><span style=\"font-weight: 400;\">,<\/span><b> une majorit\u00e9 de clients pr\u00e9parent leurs achats en magasin en se renseignant d&rsquo;abord en ligne<\/b><span style=\"font-weight: 400;\">. Ce comportement est li\u00e9 \u00e0 une plus grande transparence, mais aussi \u00e0 la s\u00e9curit\u00e9 per\u00e7ue d&rsquo;un achat en magasin physique, o\u00f9 l&rsquo;on peut voir et toucher le produit.<\/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-6de0f41 e-flex e-con-boxed e-con\" data-id=\"6de0f41\" 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-12ead4e e-con-full e-flex e-con\" data-id=\"12ead4e\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb21dc7 elementor-widget elementor-widget-image\" data-id=\"bb21dc7\" 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\/wp-content\/uploads\/2024\/11\/image1-2.webp\" class=\"attachment-large size-large wp-image-257406\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image1-2.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image1-2-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-f6317f1 e-con-full e-flex e-con\" data-id=\"f6317f1\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1e48796 elementor-widget elementor-widget-text-editor\" data-id=\"1e48796\" 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;\">L&rsquo;exemple typique est celui de l&rsquo;achat de gros \u00e9lectrom\u00e9nager ou de meubles. <\/span><b>Les consommateurs recherchent alors souvent des informations sur le produit en ligne<\/b><span style=\"font-weight: 400;\">, lisent les avis d&rsquo;autres clients, comparent les caract\u00e9ristiques, mais pr\u00e9f\u00e8rent acheter en magasin pour v\u00e9rifier la qualit\u00e9 du produit en personne. On parle \u00e9galement de <\/span><b>click and collect<\/b><span style=\"font-weight: 400;\">, o\u00f9 la recherche et la r\u00e9servation se font en ligne, mais la collecte en magasin permet une v\u00e9rification directe de l&rsquo;article.<\/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-e1adf29 e-flex e-con-boxed e-con\" data-id=\"e1adf29\" 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-7d4c092 elementor-widget elementor-widget-heading\" data-id=\"7d4c092\" 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\">L'impact de l'effet RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14a2f64 elementor-widget elementor-widget-text-editor\" data-id=\"14a2f64\" 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;\">Cela a un impact significatif sur la strat\u00e9gie marketing et commerciale des entreprises. En effet, les consommateurs qui suivent ce mod\u00e8le <\/span><b>sont souvent consid\u00e9r\u00e9s comme des acheteurs mieux inform\u00e9s<\/b><span style=\"font-weight: 400;\"> et donc,<\/span><b> \u00e0 plus forte valeur ajout\u00e9e<\/b><span style=\"font-weight: 400;\">. Ces consommateurs, ayant fait leur recherche en ligne, sont souvent d\u00e9j\u00e0 convaincus des avantages du produit lorsqu&rsquo;ils entrent dans un magasin, r\u00e9duisant par cons\u00e9quent les efforts \u00e0 fournir pour la conversion en achat par les vendeurs, notamment.<\/span><\/p><p><span style=\"font-weight: 400;\">La notion de l&rsquo;effet RoPo d\u00e9montre qu&rsquo;une pr\u00e9sence en ligne solide peut influencer des ventes hors ligne significatives. En analysant des \u00e9tudes de cas, comme l&rsquo;int\u00e9gration d&rsquo;une strat\u00e9gie online to offline, on peut voir que certaines entreprises, notamment dans le secteur du luxe ou de l&rsquo;\u00e9lectronique, <\/span><b>parviennent \u00e0 augmenter leur conversions offline gr\u00e2ce \u00e0 une exp\u00e9rience num\u00e9rique convaincante<\/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-0a7f71b e-flex e-con-boxed e-con\" data-id=\"0a7f71b\" 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-d662563 elementor-widget elementor-widget-heading\" data-id=\"d662563\" 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\">Les indicateurs RoPo, mesurer l'impact<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f60a8d elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"7f60a8d\" 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\">Savoir mettre en place une strat\u00e9gie 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-a0b4fa0 elementor-widget elementor-widget-text-editor\" data-id=\"a0b4fa0\" 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;\">Pour \u00e9valuer efficacement l&rsquo;impact du comportement RoPo, <a href=\"https:\/\/datascientest.com\/power-bi-kpi-tout-savoir\">les entreprises suivent plusieurs indicateurs cl\u00e9s (KPI)<\/a> qui permettent de comprendre la relation entre la recherche en ligne et les achats hors ligne, et <\/span><b>d&rsquo;optimiser les strat\u00e9gies 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\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-eab38a5 e-flex e-con-boxed e-con\" data-id=\"eab38a5\" 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-e3b3d15 e-con-full e-flex e-con\" data-id=\"e3b3d15\" 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-e3abd92 elementor-widget elementor-widget-image\" data-id=\"e3abd92\" 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\/wp-content\/uploads\/2024\/11\/image6.webp\" class=\"attachment-large size-large wp-image-257407\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image6.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image6-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-2357ba5 e-con-full e-flex e-con\" data-id=\"2357ba5\" 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-09cf13c elementor-widget elementor-widget-heading\" data-id=\"09cf13c\" 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\">Taux de conversion en magasin apr\u00e8s visite en ligne<\/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-96a042a e-con-full e-flex e-con\" data-id=\"96a042a\" 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-0c58d8b elementor-widget elementor-widget-text-editor\" data-id=\"0c58d8b\" 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;\">Permet de mesurer le pourcentage de clients qui, apr\u00e8s avoir visit\u00e9 le site web de la marque, se rendent en magasin pour finaliser leurs achats.<\/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-f087c27 e-flex e-con-boxed e-con\" data-id=\"f087c27\" 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-0fe48f0 e-con-full e-flex e-con\" data-id=\"0fe48f0\" 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-10fb77d elementor-widget elementor-widget-image\" data-id=\"10fb77d\" 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\/wp-content\/uploads\/2024\/11\/image5-1.webp\" class=\"attachment-large size-large wp-image-257411\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image5-1.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image5-1-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-3d60384 e-con-full e-flex e-con\" data-id=\"3d60384\" 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-269d021 elementor-widget elementor-widget-heading\" data-id=\"269d021\" 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\">Panier moyen post-recherche en ligne<\/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-788e6ac e-con-full e-flex e-con\" data-id=\"788e6ac\" 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-ea89bd6 elementor-widget elementor-widget-text-editor\" data-id=\"ea89bd6\" 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;\">En analysant la valeur moyenne du panier des clients qui ont d&rsquo;abord fait une recherche en ligne, les entreprises peuvent comprendre si la recherche pr\u00e9alable augmente la valeur de l&rsquo;achat final en magasin.<\/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-42ba2e1 e-flex e-con-boxed e-con\" data-id=\"42ba2e1\" 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-3bc2ec1 e-con-full e-flex e-con\" data-id=\"3bc2ec1\" 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-6b63b82 elementor-widget elementor-widget-image\" data-id=\"6b63b82\" 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\/wp-content\/uploads\/2024\/11\/image4-1.webp\" class=\"attachment-large size-large wp-image-257410\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image4-1.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image4-1-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-39349ad e-con-full e-flex e-con\" data-id=\"39349ad\" 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-532bcc0 elementor-widget elementor-widget-heading\" data-id=\"532bcc0\" 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\">Taux de visite en magasin apr\u00e8s consultation en ligne<\/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-a5d7c99 e-con-full e-flex e-con\" data-id=\"a5d7c99\" 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-8cd7d8f elementor-widget elementor-widget-text-editor\" data-id=\"8cd7d8f\" 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;\">Utile pour suivre le nombre de clients qui, apr\u00e8s avoir consult\u00e9 un produit en ligne, se rendent en magasin, m\u00eame s&rsquo;ils n&rsquo;ach\u00e8tent pas imm\u00e9diatement. Cela donne une indication de l&rsquo;attrait du magasin physique pour compl\u00e9ter l&rsquo;exp\u00e9rience d&rsquo;achat.<\/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-2f827ff e-flex e-con-boxed e-con\" data-id=\"2f827ff\" 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-d7d68ce e-con-full e-flex e-con\" data-id=\"d7d68ce\" 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-bd0a828 elementor-widget elementor-widget-image\" data-id=\"bd0a828\" 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\/wp-content\/uploads\/2024\/11\/image2-1.webp\" class=\"attachment-large size-large wp-image-257408\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image2-1.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image2-1-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-564ce07 e-con-full e-flex e-con\" data-id=\"564ce07\" 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-81dc8cd elementor-widget elementor-widget-heading\" data-id=\"81dc8cd\" 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\">Dur\u00e9e moyenne de la recherche en ligne avant achat<\/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-5656870 e-con-full e-flex e-con\" data-id=\"5656870\" 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-8ce06ab elementor-widget elementor-widget-text-editor\" data-id=\"8ce06ab\" 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;\">Comprendre combien de temps les clients passent en ligne avant de se d\u00e9cider \u00e0 acheter en magasin peut aider les entreprises \u00e0 affiner leur contenu en ligne, notamment en offrant des informations plus claires et des avis pertinents.<\/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-4b72833 e-flex e-con-boxed e-con\" data-id=\"4b72833\" 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-8731a2f e-con-full e-flex e-con\" data-id=\"8731a2f\" 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-9f8c0ea elementor-widget elementor-widget-image\" data-id=\"9f8c0ea\" 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\/wp-content\/uploads\/2024\/11\/image3-1.webp\" class=\"attachment-large size-large wp-image-257409\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image3-1.webp 512w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/image3-1-300x300.webp 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/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-2a34a46 e-con-full e-flex e-con\" data-id=\"2a34a46\" 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-e033aca elementor-widget elementor-widget-heading\" data-id=\"e033aca\" 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-356bbdf e-con-full e-flex e-con\" data-id=\"356bbdf\" 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-3fe47dd elementor-widget elementor-widget-text-editor\" data-id=\"3fe47dd\" 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;\">Mesurer la proportion de clients qui choisissent l&rsquo;option click and collect peut fournir des insights sur l&rsquo;interaction entre les canaux en ligne et hors ligne.<\/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-6b94a32 e-flex e-con-boxed e-con\" data-id=\"6b94a32\" 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-0419a7c elementor-widget elementor-widget-heading\" data-id=\"0419a7c\" 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\">Les tendances du futur pour le RoPo<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17aed2f elementor-widget elementor-widget-text-editor\" data-id=\"17aed2f\" 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;\">Les nouvelles technologies et l&rsquo;int\u00e9gration de solutions de <a href=\"https:\/\/datascientest.com\/data-marketing-tout-savoir\">data-driven marketing<\/a> (comprendre \u00ab\u00a0<\/span><b>marketing dirig\u00e9 par les donn\u00e9es<\/b><span style=\"font-weight: 400;\">\u00ab\u00a0), permettent au comportement <\/span><b>RoPo<\/b><span style=\"font-weight: 400;\"> d&rsquo;\u00e9voluer. De plus en plus de consommateurs s&rsquo;attendent \u00e0 une synchronisation parfaite entre leurs exp\u00e9riences en ligne et hors ligne. <a href=\"https:\/\/datascientest.com\/salesforce-ai-tout-savoir\">Les avanc\u00e9es en mati\u00e8re d&rsquo;IA<\/a>, <a href=\"https:\/\/datascientest.com\/formation-big-data-a-paris\">de big data<\/a> et <a href=\"https:\/\/datascientest.com\/marketing-data-analyst-tout-savoir\">d&rsquo;analytique<\/a> permettent aux marques de <\/span><b>mieux pr\u00e9dire les comportements RoPo<\/b><span style=\"font-weight: 400;\"> et de personnaliser l&rsquo;exp\u00e9rience utilisateur, \u00e0 la fois en ligne et en magasin.<\/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-9ec1e70 e-flex e-con-boxed e-con\" data-id=\"9ec1e70\" 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-72a4248 elementor-widget elementor-widget-heading\" data-id=\"72a4248\" 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 conclusion<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05a60cf elementor-widget elementor-widget-text-editor\" data-id=\"05a60cf\" 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;\">Le RoPo est au c\u0153ur de <a href=\"https:\/\/datascientest.com\/strategie-marketing-tout-savoir\">la strat\u00e9gie de marketing omnicanal moderne<\/a>, permettant aux marques de toucher leurs clients \u00e0 chaque point de contact, de maximiser la valeur de leurs canaux digitaux, et d&rsquo;optimiser la gestion de l&rsquo;exp\u00e9rience client.<\/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-8bd480f elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"8bd480f\" 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\">Se former avec 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-61eebd5 e-flex e-con-boxed e-con\" data-id=\"61eebd5\" 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-f69e5c8 elementor-widget elementor-widget-html\" data-id=\"f69e5c8\" 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\": \"Qu'est-ce que le RoPo ?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Le RoPo, ou 'Research Online, Purchase Offline', d\u00e9signe le comportement des consommateurs qui recherchent des informations en ligne avant d'effectuer leurs achats en magasin.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Quels sont les avantages du RoPo pour les entreprises ?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Le RoPo permet aux entreprises d'attirer des clients en magasin gr\u00e2ce \u00e0 une strat\u00e9gie num\u00e9rique optimis\u00e9e, d'augmenter leur visibilit\u00e9 en ligne et de comprendre les attentes des consommateurs via des analyses de recherche.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Comment mettre en place une strat\u00e9gie RoPo efficace ?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Une strat\u00e9gie RoPo efficace inclut un site web optimis\u00e9, des informations d\u00e9taill\u00e9es sur les produits, des avis clients, et des outils de localisation comme Google My Business pour attirer les clients en magasin.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Quels secteurs b\u00e9n\u00e9ficient le plus du RoPo ?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Les secteurs comme la mode, l'\u00e9lectronique, les produits de luxe et les \u00e9quipements de maison profitent particuli\u00e8rement du RoPo en raison du besoin de voir ou de tester les produits avant l'achat.\"\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>Le ph\u00e9nom\u00e8ne RoPo (qui signifie Research Online Purchase Offline, ou en fran\u00e7ais \u00ab\u00a0recherche en ligne, achats hors ligne\u00a0\u00bb, sous entendu achats en magasins) d\u00e9signe le comportement des consommateurs \u00e0 rechercher des informations sur des produits via des canaux en ligne avant de finaliser leurs achats dans un point de vente physique. D\u00e9cryptons cela de plus [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":257405,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2496],"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) : Qu&#039;est-ce que c&#039;est ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la strat\u00e9gie ROPO (Research Online Purchase Offline) : analyse des comportements, avantages pour les entreprises et conseils pour int\u00e9grer le digital au commerce physique.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RoPo (Research Online, Purchase OffLine) : Qu&#039;est-ce que c&#039;est ?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir\" \/>\n<meta property=\"og:site_name\" content=\"Formation Data Science | DataScientest.com\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-05T06:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-18T13:18:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datascientest.com\/wp-content\/uploads\/2024\/11\/Research-Online-Purchase-Offline-ROPO-datascientest.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Aur\u00e9lia Fellous\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aur\u00e9lia Fellous\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir\",\"url\":\"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir\",\"name\":\"RoPo (Research Online, Purchase OffLine) : Qu'est-ce que c'est ?\",\"isPartOf\":{\"@id\":\"https:\/\/datascientest.com\/#website\"},\"datePublished\":\"2024-12-05T06:30:00+00:00\",\"dateModified\":\"2024-12-18T13:18:01+00:00\",\"author\":{\"@id\":\"https:\/\/datascientest.com\/#\/schema\/person\/bd44b23f798347113ae5f0bbff3c25bd\"},\"description\":\"D\u00e9couvrez la strat\u00e9gie ROPO (Research Online Purchase Offline) : analyse des comportements, avantages pour les entreprises et conseils pour int\u00e9grer le digital au commerce physique.\",\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/datascientest.com\/research-online-purchase-offline-tout-savoir\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/datascientest.com\/#website\",\"url\":\"https:\/\/datascientest.com\/\",\"name\":\"Formation Data Science | DataScientest.com\",\"description\":\"Leader de la formation en Data Science\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/datascientest.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/datascientest.com\/#\/schema\/person\/bd44b23f798347113ae5f0bbff3c25bd\",\"name\":\"Aur\u00e9lia Fellous\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/datascientest.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/11\/aureliafellous.jpeg\",\"contentUrl\":\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/11\/aureliafellous.jpeg\",\"caption\":\"Aur\u00e9lia Fellous\"},\"description\":\"Aurelia Fellous est la Head of Marketing Communications chez DataScientest.com \u00e0 Paris. 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