Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Finished
16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

FEATURING
Gordon Young
Editor-in-chief at The Drum

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.

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