Research Online Purchase offline (ROPO) - Consumer Shopping Behavior in India - Findable.in
Behavior in India
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India Shopping Report, Local Shopping, ROPO, Indian
Retail Market, Offline vs Online Retail
Google and Nielsen Research on ROPO
(Research Online, Purchase Offline)
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
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
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
So then what did we do for the
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.