As a result of the digitization of society, consumer behavior has also changed significantly in recent decades. Customers today look for information in advance on the Internet, especially when making important purchasing decisions. For many companies and brick-and-mortar stores, this can be an important factor in increasing turnover. Finally, targeted measures make it possible to take advantage of this ROPO-… and benefit from it.
We’ll explain what this effect is and how you can get all the benefits from it. Indeed, a good online presence is now more important than ever for your business.
What is the ROPO effect?
ROPO is an acronym that stands for “Research Online – Purchase Offline”. In translation, this means that they first find out about the product on the Internet and then buy it offline in a stationary store or make a specific purchase decision there. Sometimes we talk about webrooming because the web ultimately fulfills the role of a showroom. With the growing spread of the Internet, more and more customers adopt this behavior and thus strengthen the ROPO-effect.
A study by the consulting company Deloitte concluded that no less than 83% of all customers in Switzerland use a digital device when shopping. It is difficult to estimate the size of the true ROPO effect. But even on-site, in stores, more than 50% of consumers still use their mobile phone to get information about product prices and compare them.
Why do customers get information online and buy offline?
Consumers’ need for information is much greater today than ever before. Of course, this development is also due to the spread of the Internet, which makes consultation very easy. The customer thus has the advantage of getting to know the product better before going to the store. Especially specific questions and experiences are difficult to answer, even by experienced sellers.
In addition, the customer can form a specific idea about the product through other experiences, reviews and ratings. In order to finally confirm the resulting expectations, he himself makes an impression in the stationary store in the last stage. This method is especially popular with home appliances, technical products and fashion. However, with the growing influence of influencers, it is increasingly expanding into other industries.
Which industries are most affected by the ROPO effect?
Some industries are affected much more than others. The importance of the purchase decision, especially the price, is of course decisive. Classic ROPO goods are expensive products that require a lot of advice. This includes e-commerce and automotive, but also the furniture and health and beauty sectors are increasingly feeling the ROPO effect.
In these sectors, the client can really make the most of all the advantages of this approach. He can view and test the products in advance, get advice from salespeople and finally make a purchase decision. There is no need to wait as in the case of online sales, because the purchase can be made on the spot. In case of a problem or guarantee, there is also a contact person available.
How important is the ROPO effect to a brick-and-mortar store?
While brick-and-mortar retail mainly suffers from the showrooming effect, where customers examine products in-store but then buy them online, they can again benefit from the ROPO effect. With the increasing prevalence of the Internet and Internet-enabled cell phones, consumers regularly rely on them, even on-site, to make final purchase decisions.
This is why an attractive online presence is more important today than ever. A brick-and-mortar store can thus not only attract first customers, but also help them make a purchase decision on the spot. Increasingly, positive reviews on comparison websites are also becoming a decisive factor. Not only product reviews but also customer service experiences play a role. A good impression on the Internet is therefore the basis for a positive ROPO effect.
How to strengthen your online presence
There are many steps you can take to improve your online presence. This will make it easier for interested consumers to find information and avoid misunderstandings. It can be really annoying if the consumer only once realizes that the information found on the Internet is not correct.
These factors will allow you to strengthen your presence on the Internet:
- Attractive and intuitive website Page design
- Linking to the entire assortment
- Detailed product descriptions and FAQs
- Updated availability of all products
- Clear presentation of opening hours
- Access map and parking space on site
- Powerful software for a coherent omnichannel strategy
It is on this last point that many companies and marketers still have a long way to go. Digitization has certainly suddenly changed consumer behavior, but many suppliers still use siled and outdated solutions to manage various sales channels. However, efficient and modern software is able to offer the customer a fully integrated shopping experience.
How to use the ROPO effect
The basis of a positive ROPO effect is an equally positive perception on the Internet. This starts with your online presence, but also includes reviews and experiences on many comparison platforms. Today, the latter are actually also an important factor influencing the final decision. Deciding whether to buy online or offline. This is why it is important to improve your online presence.
You can start with a solid website, which should be modern, informative and always up-to-date. This will give potential customers the best first impression of seriousness and reliability. But it’s also increasingly important to use effective software to standardize the shopping experience. Not only will you benefit from more efficient management of all channels, but you will further strengthen the ROPO effect with your customers.
Conclusion
The Internet has significantly changed shopping behavior over the past 10 to 20 years. Today, most consumers research products online before making a final purchase decision. The ROPO effect, where customers obtain information online before purchasing a product in retail, is also increasingly emerging.