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How can retailers with brick-and-mortar stores make ROPO an integral part of their marketing strategy?

19/06/17 17:19

ROPO is the acronym for “Research Online, Purchase Offline”. From the consumer’s point of view, it refers to the very common habit of getting info about products or services on the web, and then transforming this interest into a “physical purchase”.

For marketing or sales reps, the response to ROPO behaviour therefore consists of exploiting all that the web and digital have to offer as an experience for these consumers, in order to generate traffic in physical points of sale. Also called Web-to-Store, this process’s end goal is obviously to boost visit frequency and to increase the size of the average cart, in order to generate new revenue.

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Figures for ROPO

Here are a few important numbers to remember:

- 85% of consumers seek out info on the web before visiting a point of sale. Of these, 47% use the retailer’s official website, while 77% go to other web media.

- 77% of purchases are still made in the traditional manner.

With a conversion rate exceeding 50%, it’s more important than ever to take Mobile into account.

Out of every 100 Internet or mobile device users, 9 end up buying a product or service from the retailer at a physical point of sale.

Sources: ropo.fr - consumerbarometer.com - csa.eu


The 5 profiles of ROPO consumers to take into account for your Web-to-Store strategy

26% have the “Love at First Sight” profile: these consumers are pleasure-seekers, and the marketing effort should therefore be focused on the product’s “desirability”.

25% have the “Obsession” profile: these consumers know precisely what they want; an opportunity must be proposed to them (geo-located mobile advertising when they are near a point of sale, for example).

21% have the “Experience” profile: these consumers want to know everything about the product or service which has attracted their attention. You have to get their attention by giving them as much information as possible (for example, by encouraging them to test the product).

14% have the “Reassurance” profile: in this context, the purchase journey is rather long, since the potential buyer takes a lot of time getting information and reaching a decision.

14% have the “SOS” profile: in this case, the consumer needs to make a purchase urgently. Points of sale must be located quickly.

 

And in practical terms, for retailers with multiple points of sale, what Web-to-Store activities can align with these various ROPO behaviours?

Firstly, we need to ensure that the identity and local information relating to points of sale is complete, precise and identical on all digital channels where it is posted:

- On Google via Google My Business
- On the brand's website via, among others, the Store Locator and Action Pinboard
- On local and international directories
- On social media and in online communities
- In GPS and navigation apps

It’s essential for retailers with multiple points of sale to possess a Store Locator. This is a module which is integrated into the company’s website and is used to geo-locate all of its locations on a map. The Store Locator also serves as a “local” web page for each point of sale (address, hours, directions, contact details, services offered, etc.).

The local pages of the retailer’s website are also linked to the “Product Locator”. A complementary module to the Store Locator, the Product Locator is used to locate a product, service or offer... (and not a business), and then to list the nearby points of sale where they’re available.

The management of online reviews is another Web-to-Store activity that should not be neglected, since the majority of consumers take into account customer reviews posted online. Another useful activity is geo-located advertising campaigns, which make a lot of sense when we know that local searches are increasingly being made on mobile devices..

Lastly, all Web-to-Store actions which you decide to deploy have two objectives in common:

  1. Optimising your local listing
  2. Attracting consumers and getting them to visit a point of sale.

If you would like to learn more, please don’t hesitate..

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Written by Ambre