{"id":192493,"date":"2025-01-27T06:32:00","date_gmt":"2025-01-27T05:32:00","guid":{"rendered":"https:\/\/liora.io\/en\/?p=192493"},"modified":"2026-02-06T07:49:58","modified_gmt":"2026-02-06T06:49:58","slug":"all-about-ropo","status":"publish","type":"post","link":"https:\/\/liora.io\/en\/all-about-ropo","title":{"rendered":"All about RoPo (Research Online, Purchase OffLine)"},"content":{"rendered":"<p><b>The RoPo phenomenon (which stands for Research Online Purchase Offline) refers to the behaviour of consumers who seek information about products via online channels before finalising their purchase in a physical outlet. Let&#8217;s take a closer look in this article.<\/b><\/p>\n<style>\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style>\n<h3>What is the reality of RoPo behaviour?<\/h3>\n<p>According to a recent study conducted by <b>PwC<\/b>, <b>the majority of consumers prepare for their in-store purchases by researching online first<\/b>. This behavior is not only due to increased transparency but also the perceived security of purchasing in a physical store, where customers can see and physically inspect the product.<\/p>\n<style>\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image1-2.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image1-2.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image1-2-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image1-2-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<p>The classic example of this is the purchase of large appliances or furniture. <b>Consumers frequently search for product information online<\/b>, peruse other customers&#8217; reviews, compare features, yet they prefer to make the actual purchase in-store to personally verify the product&#8217;s quality. This practice is also referred to as <b>click and collect<\/b>, where the research and reservation are done online, but in-store pickup allows for direct verification of the item.<\/p>\n<h3>What is the impact of the RoPo effect?<\/h3>\n<p>This behavior significantly influences companies&#8217; marketing and sales strategies. Consumers who follow this pattern <b>are often considered more informed buyers<\/b> and thereby, <b>of higher value<\/b>. As these consumers have already conducted their research online, they often enter the store already convinced of the product&#8217;s benefits, which reduces the effort needed by salespeople to convert interest into a purchase.<\/p>\n<p>The RoPo effect concept demonstrates that a robust online presence can significantly influence offline sales. By examining case studies, such as the implementation of an online-to-offline strategy, it&#8217;s evident that some companies, particularly those in the luxury or electronics sectors, <b>succeed in boosting their offline conversions through a captivating digital experience<\/b>.<\/p>\n<h3>How do companies measure the RoPo effect?<\/h3>\n<p><a href=\"\/en\/courses\/data-ai\/\"><br \/>\nDiscover our courses<br \/>\n<\/a><\/p>\n<p>To accurately gauge the impact of RoPo behavior, companies track key performance indicators (KPIs) to understand the correlation between online research and offline purchases, and <b>optimize their omnichannel strategies<\/b>:<\/p>\n<p><img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image6.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image6.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image6-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image6-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<h4><font size=\"4\">In-store conversion rate after online visit<\/font><\/h4>\n<p>This measures the percentage of customers who, after visiting a brand&#8217;s website, proceed to a physical store to finalize their purchases.<\/p>\n<p><img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image5-1.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image5-1.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image5-1-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image5-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<h4><font size=\"4\">Average basket value post-online research<\/font><\/h4>\n<p>By analyzing the average basket value of customers who first performed online research, companies can assess if preliminary research increases the final purchase value in-store.<\/p>\n<p><img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image4-1.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image4-1.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image4-1-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image4-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<h4><font size=\"4\">In-store visit rate following an online consultation<\/font><\/h4>\n<p>This is useful for tracking the number of customers who visit a store after checking a product online, even if they don&#8217;t purchase immediately. It indicates the physical store&#8217;s appeal in completing the shopping experience.<\/p>\n<p><img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image2-1.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image2-1.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image2-1-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image2-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<h4><font size=\"4\">Average duration of online research prior to purchase<\/font><\/h4>\n<p>Understanding how long customers spend researching online before deciding to buy in-store can help companies enhance their online content, particularly by providing clearer information and relevant reviews.<\/p>\n<p><img decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image3-1.webp\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image3-1.webp 512w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image3-1-300x300.webp 300w, https:\/\/liora.io\/app\/uploads\/sites\/9\/2024\/12\/image3-1-150x150.webp 150w\" sizes=\"(max-width: 512px) 100vw, 512px\"><\/p>\n<h4><font size=\"4\">Click and Collect<\/font><\/h4>\n<p>Tracking the proportion of customers opting for click and collect can provide insights into the interaction between online and offline channels.<\/p>\n<h3>What are the future trends for RoPo?<\/h3>\n<p>Evolving technologies and the adoption of data-driven marketing solutions (understood as &#8220;<b>data-driven marketing<\/b>&#8220;) are driving the evolution of <b>RoPo<\/b> behavior. Increasingly, consumers expect seamless synchronization between their online and offline experiences. <a href=\"https:\/\/liora.io\/en\/all-about-salesforce-ai\">Advancements in AI<\/a>, big data, and analytics empower brands to <b>more accurately predict RoPo behaviors<\/b> and personalize the user experience, both online and in-store.<\/p>\n<h3>Conclusion<\/h3>\n<p>The RoPo model is central to modern omnichannel <a href=\"https:\/\/liora.io\/en\/outbound-marketing-principles-benefits-and-acquisition-strategies-explained\">marketing strategies<\/a>, enabling brands to engage customers at every touchpoint, maximize the effectiveness of their digital channels, and enhance customer experience management.<\/p>\n<p><a href=\"\/en\/courses\/data-ai\/\"><br \/>\nTraining with Liora<br \/>\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The RoPo phenomenon (which stands for Research Online Purchase Offline) refers to the behaviour of consumers who seek information about products via online channels before finalising their purchase in a physical outlet. Let&#8217;s take a closer look in this article. What is the reality of RoPo behaviour? According to a recent study conducted by PwC, [&hellip;]<\/p>\n","protected":false},"author":74,"featured_media":192495,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"editor_notices":[],"footnotes":""},"categories":[2435],"class_list":["post-192493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/192493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/users\/74"}],"replies":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/comments?post=192493"}],"version-history":[{"count":5,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/192493\/revisions"}],"predecessor-version":[{"id":205610,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/192493\/revisions\/205610"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/media\/192495"}],"wp:attachment":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/media?parent=192493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/categories?post=192493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}