The phrase, ‘Research Online, Purchase Offline’ (also referred to as ROPO) is becoming essential for brick and mortar stores in boosting frequency, increasing the size of your shopping cart and generating new revenue. It’s about using all that the digital world has to offer and creating an experience for consumers. About 85% of consumers use the web before visiting a point of sale and 1 out of every 100 internet/mobile users end up buying a product from the retailer at said point of sale.
How does ROPO trend directly affect e-commerce success?
Not only has ROPO started to affect e-commerce, but it will continue to do so. Luckily, businesses will likely see a change in their ‘cart abandonment rate.’ This will be especially true for high-valued products and first-time purchases. Think about it- when you are searching for something online in your initial research phase of buying, you add many items to your cart in order to compare prices or save for later. But this doesn’t mean you’ve abandoned it forever. Once all information is gathered, you may go to the store to make the purchase which doesn’t necessarily mean the cart is out of the picture. Companies need to be thinking, “well what tactics can I use to drive in-store sales?”
Customer reviews can also bring in or deter customers. A recent study shows that products with 50 or more reviews actually increases conversion rates by 4.6%. That’s a significant number! It’s extremely important to have a good set of reviews for both new and old customers. By doing this, visitors may carry out purchases in-store.
How does augmented reality play a role?
Customers now want the ability to see their purchases in “real-life” situations. Ikea, for example, has an app to allow consumers to visualize furniture pieces in their own homes.
“This gives a confidence to potential buyers to buy online and reduce down the ROPO effect. This will give you the boost to sell online and enhance the customer experience.” Arpita Gupta
With the rise in technology, consumers are expecting more and retailers can now create custom profiles to understand the path of conversion from online search to offline buy. Analyzing data from phones, payment history, location tracking and personalized ads will all be helpful in understand store visits.
The 8th Transformational CMO Assembly in Denver is a unique event that challenges our attendees to learn how to anticipate what’s next for the highly complex marketing environment that has emerged throughout the year through a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board over the course of 2 days.
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