Google: Online Research Driving Offline Purchase

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 of sales generated online, another €0.93 is generated offline.

THE 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

THE 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

THE 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

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