The best ROPO strategy for retailers is one that takes advantage of a pre-built customer base to boost their sales. In order to achieve this, you need to make your online presence appealing to customers. Building an omnichannel presence is crucial for a successful retail marketing strategy. It is important to understand current consumer needs and global trends in order to integrate all marketing actions under the same objective. In this article you will find the fundamentals to do so.
The fundamentals of a ROPO Strategy
1. Build your online presence
The purchasing process begins in the online channel. Consumers search online to make the purchase offline. According to Nielsen and Tiendeo, 80% of consumers learn about promotions from online sources before making a purchase. Therefore, ensuring your presence in digital channels is key to conversion to boost your sales.
2. Offer personalized content
Thanks to digital channels, retailers can better understand consumer behavior. This allows them to offer the content and products that users are looking for based on their previous searches. Offering this personalized information is crucial in the ROPO strategy to increase the conversion rate. According to Google, 50% of consumers will shop elsewhere if the information is not customized according to their mobile position.
3. Focus on customer-centric Marketing
The consumer must be at the center of the ROPO strategy. All your digital communication assets must be designed to facilitate the user experience. By doing this, and offering the content the consumer is looking for, will increase the conversion rate. This will result in a boost in online and offline sales.
4. Integrate to an Omnichannel Strategy
To get the most out of ROPO, retailers should create an omnichannel strategy. Your online and offline channels must be perfectly aligned. This requires communicating your product availability, a digital touchpoint in-store, such as an e-receipt, or emailing customers. The goal of a ROPO strategy is to convert online users into in-store customers. According to a Deloitte study, 49% of point-of-sale purchases are driven by the digital channel. This strategy is crucial for enhancing your marketing campaigns and helping your business grow.
5. Collect data about your customers
In order to measure the ROPO effect, you need to use data about your customers. The information you collect through customer research can help you improve your online sales. You can even use the data to track ROI by integrating the data into your CRM. It is also crucial to consider the impact of ROPO on your physical stores. By integrating your online presence, you’ll see a dramatic increase in your bottom line.
If you’d like to know your customers’ ROPO impact, consider using GPS tracking. This way, you’ll know how many people have viewed your ads online and how many of them made a purchase in your store. Then, you can track which of those potential customers were actually converted from online to offline. The higher your ROPO impact, the more you’ll want to optimize it and make it more effective.