{"id":192493,"date":"2025-01-27T06:32:00","date_gmt":"2025-01-27T05:32:00","guid":{"rendered":"https:\/\/liora.io\/en\/?p=192493"},"modified":"2026-08-08T14:33:25","modified_gmt":"2026-08-08T13:33:25","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":"\n

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’s take a closer look in this article.<\/strong><\/p>\n\n\n

What is the reality of RoPo behaviour?<\/h2>\n\n\n

According to a recent study conducted by PwC<\/strong>, the majority of consumers prepare for their in-store purchases by researching online first<\/strong>. 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\n\n

\"Illustration<\/figure>\n\n\n

The classic example of this is the purchase of large appliances or furniture. Consumers frequently search for product information online<\/strong>, peruse other customers’ reviews, compare features, yet they prefer to make the actual purchase in-store to personally verify the product’s quality. This practice is also referred to as click and collect<\/strong>, where the research and reservation are done online, but in-store pickup allows for direct verification of the item.<\/p>\n\n\n

What is the impact of the RoPo effect?<\/h2>\n\n\n

This behavior significantly influences companies’ marketing and sales strategies. Consumers who follow this pattern are often considered more informed buyers<\/strong> and thereby, of higher value<\/strong>. As these consumers have already conducted their research online, they often enter the store already convinced of the product’s benefits, which reduces the effort needed by salespeople to convert interest into a purchase.<\/p>\n\n\n

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’s evident that some companies, particularly those in the luxury or electronics sectors, succeed in boosting their offline conversions through a captivating digital experience<\/strong>.<\/p>\n\n\n

How do companies measure the RoPo effect?<\/h2>\n\n\n\n

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 optimize their omnichannel strategies<\/strong>:<\/p>\n\n\n\n

Discover our courses<\/a><\/div><\/div>\n\n\n
\"Illustration<\/figure>\n\n\n

In-store conversion rate after online visit<\/h3>\n\n\n

This measures the percentage of customers who, after visiting a brand’s website, proceed to a physical store to finalize their purchases.<\/p>\n\n\n

\"Illustration<\/figure>\n\n\n

Average basket value post-online research<\/h3>\n\n\n

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\n\n

\"Illustration<\/figure>\n\n\n

In-store visit rate following an online consultation<\/h3>\n\n\n

This is useful for tracking the number of customers who visit a store after checking a product online, even if they don’t purchase immediately. It indicates the physical store’s appeal in completing the shopping experience.<\/p>\n\n\n

\"Illustration<\/figure>\n\n\n

Average duration of online research prior to purchase<\/h3>\n\n\n

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\n\n

\"Illustration<\/figure>\n\n\n

Click and Collect<\/h3>\n\n\n

Tracking the proportion of customers opting for click and collect can provide insights into the interaction between online and offline channels.<\/p>\n\n\n

Conclusion<\/h2>\n\n\n

The RoPo model is central to modern omnichannel 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\n\n

Training with Liora<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"

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’s take a closer look in this article. What is the reality of RoPo behaviour? According to a recent study conducted by PwC, […]<\/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":210627,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/192493\/revisions\/210627"}],"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}]}}