Lack of time, fast life, and above all – the popularity of the Internet have caused that we are more and more willing to go shopping online. Even if we are traditionalists and prefer to appear in shops or malls in person, we are increasingly looking for information and opinions about the product on the web before buying. And this is the ROPO effect.
What does ROPO mean?
It’s the short of: Research Online Purchase Offline. It means a trend of searching for information about products and services on the Internet, and then buying them in a traditional way. The most sought after information is the price of products and services, the location of stores or availability in specific showrooms and outlets.
There is also a reverse-ROPO trend, ie a situation in which information about products we collect when visiting stores and we make purchases online.