Understanding the RoPo effect: Tools, benefits and limits for companies

The RoPo effect is a relatively recent concept, proving that consumers no longer hesitate to vary and combine web research and in-store visits before making a purchase. Consumer habits are evolving, demonstrating a growing interest in the digital world. As a result, companies with little or no engagement to online marketing need to focus on their online presence if they are to be stronger offline.

Definition of the RoPo effect

The RoPo effect follows the growth of e-commerce and consumers' need to better compare and learn about products before buying in-store.

RoPo: a simple definition

"RoPo" stands for "Research Online, Purchase Offline". Translated into French, it means "research online, buy offline". The RoPo effect therefore refers to consumer behavior: consumers research a product on a website before buying it in-store. The RoPo effect follows the growth of e-commerce and consumers' need to better compare and learn about products before buying in-store. We also talk about Web to store. Brands today need to put in place a strategy to convert online traffic from Internet users who don't wish to order online into a physical visit and purchase in-store. 

Maximizing the RoPo effect: A practical guide to optimizing your customer journey

The first step is to identify your offline sales (e.g. loyalty cards or e-mail requests made at the checkout). Synchronize these sales with your attribution tool. You can send sales that are later reconciled on the basis of common IDs (an e-mail, a telephone number) on defined dates.

After these first two steps, identify what the RoPo effect can do for your business:

• Spot offline purchases;
• Identify those that correspond to a marketing history;
• Calculate the % of offline sales in RoPo ;
• Calculate the global RoPo sales % ;
• Compare RoPo data with online data. 
  
  

You'll then be able to identify the products that benefit most and the consumer profiles concerned.

All that remains is to identify the significant differences between online and RoPo levers, in order to determine which ones convert the most. These elements will enable you to design your customer journey.

5 tools to boost the RoPo effect

There are several tools to help you manage your RoPo effect.

• Digital signage

To make a space even more attractive, video walls and information screens are one of the most effective ways of marketing. They create an atmosphere, and present a corporate vision, an upcoming event or any other message deemed relevant and important by the company, in a pleasant and powerful way. Placed in a waiting area, digital signage in stores and points of sale makes time seem shorter. Whatever your company's objectives, this tool can be adapted to your needs.

• Tablets

Tablets provide a seamless link between the online and offline experience. These tools enable customers to consult products, reviews or additional information in-store. In this way, they foster harmonious multi-channel interaction, stimulating the consumer's buying journey.

• Digital indications

Printed signs are a thing of the past! Digital signage has taken over. What's in it for you? It's easy to update and lasts longer than print. By displaying interactive content, product information or in-store promotions in real time, it attracts and guides consumers through the purchasing process, creating a link between the online and in-store experience.

• Artificial intelligence

To better understand your customers' needs, why not use artificial intelligence? You could offer personalized marketing services after, for example, identifying your customers' personalities. Recommendation and data analysis algorithms enable you to offer consumers personalized offers based on their online and in-store purchasing behavior, stimulating both online and offline engagement.

• Interactive terminals

In-store interactive kiosks create a stronger bond between you and your customers, especially when you ask for their opinion on a specific aspect of your business or your exchanges. They create additional interaction between the customer and the brand. Through these terminals, customers can consult the product catalog, check stock availability or place orders, enriching their in-store shopping experience.

The benefits of RoPo for the customer experience

The RoPo effect offers many advantages for improving the customer experience. 

• A first look at the products you're looking for

Internet users have access to a wealth of information online. They can compare products from different brands to find the best offer before making a purchase.

• test products in store

Before buying the product they've spotted, more customers want to touch and test it beforehand.

• Immediate use of the product after purchase

Unlike ordering over the Internet, with its inherent delivery times, customers can use the product quickly.

The RoPo effect thus modifies the customer's traditional purchasing path. By gathering information online before testing the product in a physical store and making a purchase, customers make more informed purchasing choices. Companies capitalize on this effect to improve their conversion rates. We know that consumers with cross-channel behavior have a higher conversion rate than those who don't do any research beforehand. Companies are making it easier to access information about their products and services online, increasing interactivity, improving the customer experience and thus increasing the likelihood of purchase, and the conversion rate.

The limits of RoPo

• Giving up if the queue is long

We know that long checkout queues in stores can discourage consumers and act as a real disincentive to purchase. The longest acceptable wait is 10 minutes.

• Impossible to apply to all sales sectors

In the food sector, it's difficult to reconcile online digital exposure with offline shopping. There are other practices more suited to this type of purchase, such as Click & Collect.

The RoPo effect is forcing companies that are not yet fully digitalized to rethink their habits and open up to new practices. While this also means thinking about your target audience and the message you want to get across, complying with RoPo requirements allows you to strengthen your online presence, and thus reach a wider target audience. Cenareo is the partner of choice for boosting your communications. Our digital signage software makes screen management easy. Intuitive, robust and flexible, this solution is combined with expertise and top-quality support to ensure ROI-rich communication.

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