The ROPO effect is an increasingly important part of the marketing mix, but many omnichannel marketers fail to use this strategy. In fact, this type of analysis is less than half of the problem. Without this analysis, companies are risking losing sales and loyalty by failing to follow customer behavior across channels. This is because consumers prefer to buy things in-store, rather than shop online.
ROPO stands for research online, purchase offline. The ROPO effect is the phenomenon of researching online, purchasing offline. In addition to this, the ROPO effect is the most common way to measure the ROI of a marketing strategy. It is also known as webrooming or showrooming. By measuring the ROPO, a company can determine the ROI of its campaign.
The underlying psychology of the ROPO effect
First, you need to understand the underlying psychology of the ROPO effect. A consumer who has done research online and made a purchase in the store is likely to prefer proximity and accessibility over the other options. If the product is unknown, the consumer may prefer proximity and accessibility to quality and price. The consumer might have a general idea of what he or she wants but needs to try it out. If the information is readily available online, the consumer is more likely to buy it.
To use the ROPO effect to your advantage, you need to study your customers’ journey from first glance to final purchase. It’s also important to study why customers visit a particular store versus another. Using geotargeting to optimize your advertising campaigns will help you identify which products are selling well and which are not. Understanding how customers behave in a physical location will give you a better idea of which products are selling well.
Benefits across all industries
ROPO has many benefits for businesses in many industries. The beauty industry, for example, benefits from the ROPO effect as consumers want to talk to an expert before making a purchase. The importance of a life-size experience with the product is not lost on online shoppers. For example, 82% of German consumers research products online before buying them offline. Conversely, just 9% of Australian consumers do their final comparisons at the point of sale. In such cases, special operations can help reduce the amount of indecision.
While many consumers are willing to research a product online, many still choose to make a purchase offline. That’s why driving customers to your stores is crucial. The “purchase offline” part of the ROPO effect is relevant to these circumstances. This is an extremely important aspect of marketing, advertising, and pricing strategies. The ROPO effect is a powerful tool that can improve the ROI for companies. There are many hidden secrets that are influencing consumers’ buying decisions.
The ROPO effect is evident across all industries. Nowadays, consumers research products and compare prices online. In the same way, many consumers do their research in marketplaces before buying products, such as Tiendeo. As a result, they can end up spending more money than they originally intended on the same product. This type of online research can also be beneficial for businesses, as social media platforms provide a great platform for social media interaction.
How to measure the ROPO effect
Thanks to technologies such as Geotracking, retailers can obtain information on consumer behavior and monitor in-store traffic. A crucial point in the drive-to-store strategy.
With drive-to-store campaigns, retailers have a wealth of online and offline consumer data at their fingertips. Thanks to this information, retailers can impact through digital channels to an audience that is in the middle of the buying process with personalized information to encourage conversion at the point of sale.
By connecting online and offline data, retailers can get a more complete view of their customer’s journey. In addition, by comparing ROPO to ROI, they can measure the ROI of their marketing spend.