ROPO:
Researching Online,
Purchase Offline

Have you ever looked at something online but then ended up buying it in a store? You’re not alone! This is a common customer behavior called the ROPO effect, which stands for Research Online Purchase Offline.

In this article, we’ll explore what this effect is and how businesses can use it to their advantage.

Why Do People that?

There are a few reasons why people might research online but buy in a store:

They want to see the product in person before they buy it.
They want to be able to take the product home right away.
They’re not sure about the size or fit of the product.

ROPO: A Challenge and an Opportunity

For online businesses, the ROPO effect can seem like a challenge. After all, you’re doing the work of informing customers, but someone else is getting the sale. However, this effect can also be an opportunity. Here’s why:

ROPO shoppers are still interested in your products: The fact that they’re researching your products online shows that they’re interested in what you have to offer.
You can use online marketing to reach them: By understanding this effect, you can tailor your online marketing campaigns to reach these customers.

Tips for Businesses to Leverage the ROPO Effect

There are a few things that businesses can do to leverage the ROPO effect:

Make sure your online prices are competitive: Since ROPO shoppers are likely to compare prices online, it’s important to make sure your prices are competitive.
Offer incentives to buy online: This could include free shipping, discounts, or other perks.
Provide detailed product information online: The more information you can provide about your products online, the more likely customers are to be confident about buying from you.
Offer excellent customer service: This is important for all customers, but it’s especially important for ROPO shoppers who may have questions or concerns before they buy.