Online Research Driving Offline Purchase for Görtz

May 2011 Retail

Consumers are increasingly engaging in a behavior called ROPO: research online, purchase offline. We partnered with Görtz to quantify ROPO levels for their brand and to benchmark their incremental in-store sales against the online sales generated. We discovered that sales revenues from customers who performed ROPO were disproportionately high. For every 1 dollar of sales generated online, another 0.93 is generated offline.

Goals
Quantify the number of users that research online, purchase offline (ROPO)
Benchmark the incremental in-store sales against the online sales generated
Get insights on ROPO effect for retailers
Approach
Test the Görtz ROPO effect
Relevant search queries triggered Görtz Adwords ad
Track usage of discount coupon on landing page with offer for on and offline
Results
For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
For every €1 of sales generated online, another €0.93 of offline revenue is generated

Retailers want to know about the ROPO effect: How many consumers research online and purchase offline? Görtz tested their ROPO effect with us and found: 

  • For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
  • For every €1 of sales generated online, another €0.93 of offline revenue is generated
Where multi-channel retailers have the requisite store presence, SEM is a powerful vehicle to drive both multi-channel sales and generate revenues.
Online to Store: Online Advertising Drives Offline Sales