Here is a presentation to initiate your colleagues, Business decision makers around the ROPO phenomena, ROPO effect, why doing Web-to-store devices... reuse it, complete it, challenge it... If you have any question nicolas.prigent@gmail.com. via www.web2store.fr

1. What is your real potential with eBusiness ?

2. The other side of eBusiness
ROPO (or ROBO) Research On line, Purchase (Buy) Off line
ROPO effect
Web-to-store device to take opportunity from ROPO

3. ROPO Evolution
ROPO is constantly growing in the Retail industry
US Market, all type of sectors: 2009. Source: Google

4. ROPO Figures
• 61% of Internet users (with purchase intention) visits a website before
finalizing their purchase in store
• Up selling: For 1$ spend on line, this customer spends 3,45$ more in the
Point of sales
On Car Maintenance Market
25% of customer search on line
5% buy On line
20% buy Off line
75% of customer search off line
2% buy On line
73% buy Off line
For 1 purchaser On line
4 purchaser in Point of Sales

5. ROPO Customer Drivers
Main reasons to ROPO are
– Shopper wants to view the item up close
– Shopper needs the item sooner than it can ship
– Shopper wants to avoid shipping fees
– Shopper might not be comfortable sharing personal information online
Physical Network Strengths on ROPO behavior
– Enable a Product Experience (see, touch…)
– Enable a Faster (and sometimes cheaper) purchase
– Enable a Human Experience (Advice, Expertise, Deals)
– Enable access to technical equipments to get the items

6. Trends around ROPO

7. 3 examples of Web-to-store
Staples have implemented several devices to generate
traffic in-store, the most important one, Buy online &
Pick-up in-store with specific Sales methods to
increase additional sales
40% of customers visiting a center for pick-up an
item bought on line, complete their purchase in the
store
Burger King have created a Facebook event:
Delete 10 of your friend in your friend list and get a
free Whopper
In one week, 234 000 friends deletion that have
generated 23 000 visits in a Burger King PoS
In some French Malls, you can receive in the neighborhood of a
store some dedicated discount after a SMS receive
During Test phases with several retailers, 8% of SMS sent
have been opened and average basket significantly increase

8. Web-to-store: key elements
Measure, optimize, measure, optimize
Operations must be fully involved
A Bearing Point study, recently showed that 45% of test car request
in all Car Manufacturers have no answer