but also missing out on marketing opportunities and making

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However, by ignoring this purchasing behavior, they deprive themselves of several levers for optimizing their turnover. Because the risk is not only “losing” customers who have followed a web-to-store journey, bad strategic decisions . Imagine, for example, that your marketing team takes stock of the effectiveness of the acquisition channels deployed to sell your products online. For certain goods let's say: sofas, she realizes that online sales are not taking off; she will therefore make the decision to spend less on this channel and for this type of furniture, for the simple reason that she only looks at online acquisitions.

While taking into account the ROPO effect, it would be easy to see that the low rate of online sales is compensated by a high rate of in-store purchases after consulting the products on the website . And that changes everything ! In fact, the ROPO approach offers sellers multiple advantages . This Australia Phone Number allows… to reach a wider audience , including Internet users who would not have come to the store themselves % of people who made a purchase in store started with an online search, according toE-commerce.



Nation ; to reach prospects at all stages of their purchasing journey , when this journey is omnichannel; to promote a direct relationship between the customer and the brand the buyer can have their product/service immediately; boost the in-store conversion rate ; to get around the problem of cart abandonment , which is one of the scourges of e-commerce this would concern % of online purchasing processes, according to theBaymard Institute, since we are less likely to leave behind goods that we have chosen in the store; and measure the performance of online marketing channels more effectively as we showed with the example above, which leads to a better ROI or ROAS.