ROPO concept
What is ROPO or Research Online Purchase Offline?
The ROPO is an English definition that was born as the acronym for Research Online Purchase Offline, or what is the same, research online to buy off the net. It is a concept coined to define the act that many users carry out when resorting to the enormous amount of information that moves on the network to search for products and choose the most appropriate before going to a physical store for them.
The Internet and its extension to pocket or carry devices, such as smartphones and tablets, has been the duo in charge of making this term get so much force in recent years. Easy access to data encourages many users to go to Google or other ways to search, find out, and compare before making a purchase of any kind.
For stores, at the same time, carrying out marketing strategies that take advantage of ROPO is essential, since the presence has to extend not only to the physical world, but also to the digital world. Brands must ensure that positive information about their products circulates on the internet, as well as doing what is feasible so that they meet minimum quality standards that make them dazzle for their virtues instead of for their defects.
What is Research Online Purchase Offline for?
The ROPO, at a commercial level, serves so that companies can obtain a greater diffusion of their products by taking advantage of the diffusion capacity of the Internet. It is essential that they look for the frequent search terms of the users who consume your products in order to make them find your brand. In addition, to promote purchases in a physical store, it may be interesting for them to develop exclusive discount coupons and other promotions disseminated on the network, but that can be used in a traditional store.
It can be used correctly to boost the image of a firm, to make its products better known and even to redirect the audience to its physical establishments, or to those where its products are sold. It is something that benefits the seller, the brand and the consumer, who has more information at hand than ever to make the right purchases.
Examples of ROPO
To give examples of ROPO (Research Online Purchase Offline), let's imagine a user who is going to buy a mobile phone in his usual store. Before deciding, decide to look online for models, benefits, comparisons and opinions. Once you find the ones that appeal to you the most, go to the store in question and take advantage of the discount coupon received for registering on a website associated with the store.
Get informed online, get a discount and buy in a traditional store. It is the clearest example of ROPO.
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