What is ROPO Behavior (Research Online - Purchase Offline)?
Opening hours, availability, promotions, health measures… The consumer first checks online before moving. This video explains the ROPO behavior and shows how stores that clearly communicate their information get more visits than their competitors.
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The vocabulary specific to local SEO can sometimes seem obscure when you're not familiar with it. In this first episode, we'll look together at the concept of ROPO (Research Online - Purchase Offline) behavior and the impact it has on travel to physical points of sale.
https://www.youtube.com/watch?v=Xr0qaA44Jnc
The ROPO (Research Online, Purchase Offline), or ROBO (Research Online, Buy Offline)
is a buying behavior where the consumer shows a sign of interest online for a brand, product or service and which results in a purchase in a physical point of sale.
Why does the consumer search online in the first place?
He wishes :
- find a point of sale, when and how to go there
- check the presence of a certain product in store
- download offers and promotions to use in-store
- compare prices
What factors motivate the visit to a physical store :
- the customer wants to see the product "in real life" and touch it
- the customer wants to have the product directly
- the customer does not want to pay delivery costs
- the customer does not wish to share personal data concerning themselves with the company
According to the web-to-store barometer conducted by BVA for Mappy, 91% of consumers who made at least one purchase in local retail had previously conducted a search on the Internet.
This trend has been amplified during this year, marked by a disruption of our consumption habits during lockdown: temporary closures, reduced opening hours, new types of services, sanitary measures,... the list is long. Before physically traveling to stores, consumers first turned to the internet to find answers to their questions.
How can a store stand out from its competition?
The brands that have quickly adapted their in-store information online, on their own website and various media (Google, Facebook,...), and that have communicated in relation to the services in place have had significantly more visits than their competitors who have not done so.
This is due to two key factors for the consumer:
- confidence in the accuracy of the information at a specific moment
- confidence in relation to the health measures and services put in place
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