ROPO (from the English. Research online, purchase offline - “ search online, buy offline ”) the process of searching the Internet to obtain the necessary information about the product before buying offline.
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ROPO in Online Marketing
According to Google research, according to 2010 data, in the EU, the share of purchases in offline stores made after a preliminary search on the Internet is 37% of the total. In Germany, sales made offline under the influence of the Internet account for 61%, in the UK - 36%, in the Netherlands - 8%. In the UK, the ROPO business brings in about 36 billion pounds a year in categories such as consumer goods, retail, entertainment and the financial sector. (Think Insight, Google). At the same time, in Russia, the ROPO effect is most noticeable in the tourism sector when purchasing financial services and electronics. (AMRY Research, Kommersant). The value of the ROPO indicator for Russia is higher than for other countries - 73% of products found on the Internet are bought offline. (Forbes) [1]
ROPO Effect in Action
The development of the ROPO concept by online marketing experts is associated with the growing popularity of mobile devices with the ability to access the Internet anytime, anywhere. Buyers use gadgets to find the thing they need. This is the ROPO effect in action, the consumer is looking online for what he can buy right now in the store.