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Research Online Purchase offline (ROPO) - Consumer Shopping Behavior in India -
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Research Online Purchase offline (ROPO) - Consumer Shopping Behavior in India -



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  • 1. Research Online, Purchase Offline Behavior in India Contact Us: India Shopping Report, Local Shopping, ROPO, Indian Retail Market, Offline vs Online Retail
  • 2. Google and Nielsen Research on ROPO (Research Online, Purchase Offline) Consumer Behavior  A recent Google India Tech Shopper report:  Over 40 per cent of the in-store purchasers in metros and Tier I and II cities researched before making a decision  Over 69 per cent have already made up their minds about what model to buy and what not to even before they walk into the store.  ROPO vs E-Commerce  More than 9 out of 10 purchases still take place offline– more than nine out of 10.  Four out of 10 people prefer to ROPO – research online, purchase offine.That’s 40% of the market! Source:Times of India
  • 3. Results of Görtz Case Study conducted by Google  The hypothesis to be tested was whether consumers are increasingly engaging in a behavior called ROPO: research online, purchase offline.  Google partnered with Görtz to:  Try and quantify the impact of ROPO for them  Benchmark how much incremental in-store sales were driven because of ROPO  Results:  Google 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.  For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online research
  • 4. So then what did we do for the Indian shopper?  We decided that we should create a platform that allows Indian shoppers to research online, but then easily figure out where to purchase offline  Going forward, we want to make the offline shopping experience better for our users by leveraging technology, especially the mobile phone  Therefore, in addition to the website, we have also launched our mobile app on Android.
  • 5. Findable – Home Page Source:
  • 6. Product Listings Page Source:
  • 7. Product Details Page Source:
  • 8. Findable App – I Source: Findable Android App
  • 9. Findable App – II Source: Findable Android App
  • 10. Contact Us  Email:   Phone:  +91-11-4157-1111  +91-99201-83004  Snail Mail:  # 202, Arunachal Building, 19, Barakhamba Road, New Delhi – 110001  Website: