Customers want to make informed decisions.
88% of the customers research online before making a purchase. This is known as ROPO (Research Online, Purchase Offline) and it presents a huge opportunity in eCommerce.The ROPO effect describes the process whereby the buyer first does their research about a product online before finally making a purchase in person. Online, potential customers search for products, compare prices, and read through reviews. Once this is done, they went to the local store to make a purchase. According to Google, 78% of United States citizens look to the internet when they need to research something.
In Bright Local's Local Consumer Review Survey 2017, they found that customers use the Internet to Shop Locally and it is commonly done through online reviews.
97% of consumers looked online to find a local business.
12% use the internet every day to find local businesses.
But What are Customers researching Online? They normally:
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Barilliance. (2019). ROPO Effect Statistics and 9 Ways to Increase Sales. [online] Available at: https://www.barilliance.com/ropo-effect-marketing/ [Accessed 27 Aug. 2019].
1&1 Digitalguide. (2019). What is the ROPO effect?. [online] Available at: https://www.ionos.com/digitalguide/online-marketing/online-sales/what-is-the-ropo-effect/ [Accessed 27 Aug. 2019].