White paper: the ROPO (research online, purchase offline) customer is here to stay

A white paper released by iProspect has explored the question of how brick and mortar retailers can measure the influence of online research and online media in driving offline sales.

With four out of ten people preferring to ROPO – research online and purchase offline – this paper suggests that retailers should adapt a dual approach of pure e-commerce and traditional offline sales KPIs.Using client case studies, practical experiments, evaluation techniques and FAQs, the paper asks the question "what role does online research play in influencing offline customers?''. A case study from the telecoms sector looks at how iProspect evaluated the effectiveness of search which went beyond looking at online sales alone. Through a profiling of ROPO customers' behaviour, iProspect explores the question of how brick and mortar retailers can measure the influence of online research and online media in driving offline sales.