The document discusses the concept of ROPO (Research Online, Purchase Offline) and its significance in the evolving retail industry, particularly in the U.S. It highlights key statistics showing consumer behavior, with many shoppers researching products online before purchasing them in stores, and outlines motivations and trends behind ROPO. It also provides examples of effective web-to-store strategies that drive in-store traffic and enhance customer experience.

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