Deutsche Bank checke some time ago that about half of customers compare information about different accounts online before going to a branch to open them. It’s the same in other industries. And this is what the so-calle ROPO effect. The ROPO effect means: research on-line, purchuase off-line, reading about a product on the Internet and then buying it in a store. It’s not just about reading, because now it’s also about movies, audio content or photos. Customers do this because not everything can be bought online, but also for other reasons, such as: nee advice do not want to incur transport costs, they nee something quickly.
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Delivery even in the most optimistic variant will take about 24 hours (sometimes several or several days), they were intereste in the eucational campaign, they want to see something up close, touch it or try it out. We recommend What does the database eucational campaign give the company? These aspects cannot be avoide, although modern technologies can help with this over time VR). Impact of the ROPO effect on purchasing decisions The ROPO effect in some industries is marginal, and in others it provides comprehensive sales support.
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Advance data, mainly those provide by Google, allow you to know the effect of ROPO broken down by sectors and countries. Statista reports that in Poland, the industries in which most people read about goods on-line and then bought them CUB Directory off-line are: grocery shopping – 49 percent interior furnishings and building materials – 48 percent. furniture and decorations – 46 percent. computer hardware – 39 percent books, movies, music 31 percent cinema tickets – 30% We recommend Online PR activities – what are the latest trends? Public relations activities The factors determining the transfer of the purchasing decision off-line are very diverse.