Because of Internet, customers can find much more information now. Everyone, at least once searched for something, found it online but in the end made the purchase offline.
This little habit explains ROPO effect perfectly – research online, purchase offline. For customer, it is a great way to find out more about product. For seller, it can be a problem. Their website become showroom which you can find in any brick and mortar store and they can’t easily measure ROI of their campaigns. If they can’t use all the data they need and get, their strategy will not be successful like it should be. Way customers search for information changed too. It is normal to search cross-devices or even search for a product using smartphone and buying it offline in store while searching. Don`t forget to look into this website to find additional info.
Fashion industry is a great example! Our fashionista searches for newest collection using his computer, finds interesting pieces. After that he visit the store and searches again using his smartphone. In the end, he buys pieces he likes in store, offline, no matter webshop or even discount online. Conversion is made offline even if webshop works perfectly.
Another example is automotive industry. So, after long and detailed research, a customer found a car he likes. He probably visited around 24 different sites to find information he was looking for. It fits all of his needs, he is satisfied with price, but he will not make a purchase online. It is not so common to buy a car this way. Many factors are included, price, location, in the end everyone wants a test drive. Problem for seller is conversion tracking, who purchased their car because of campaigns or something else.
Showrooming is another effect of online shopping, customer examines product in a traditional brick and mortar store and then buys it online. Modus operandi is opposite, but the problem is the same, how to track that offline behavior and how to understand which customer then made purchase online.
Now you can see bigger picture. Reports say 88% of consumers around the world research online and then purchase offline. Now imagine how many useful information and data sellers can get from tracking offline conversions. When you can measure and calculate your offline traffic and blend it with your online traffic and vise versa, you will get the whole picture about your customers and their buying process. So, track your offline.