Consumers are increasingly engaging in a behavior called ROPO: research online, purchase offline. We partnered with Görtz to quantify ROPO levels for their brand and to benchmark their incremental in-store sales against the online sales generated. We discovered that sales revenues from customers who performed ROPO were disproportionately high. For every €1 of sales generated online, another €0.93 is generated offline.
THE GOALS
- Quantify the number of users that research online, purchase offline (ROPO)
- Benchmark the incremental in-store sales against the online sales generated
- Get insights on ROPO effect for retailers
THE APPROACH
- Test the Görtz ROPO effect
- Relevant search queries triggered Görtz Adwords ad
- Track usage of discount coupon on landing page with offer for on and offline
THE RESULTS
- For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
- For every €1 of sales generated online, another €0.93 of offline revenue is generated
