ROPO (Research Online, Purchase Offline)
ROPO, research online, purchase offline, describes the journey of researching on the internet and then buying in a physical store. It is also known as webrooming
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may reflect a need to try something, collect it or receive advice. Digital information about products, availability and location helps connect the two situations. Observing that journey does not automatically allow the entire sale to be attributed to a campaign. It is the reverse of showrooming, where physical research precedes an online purchase.
Also known as
Research online, buy offline, ROBO, Webrooming
Topics