{"id":21465,"date":"2020-01-29T15:24:59","date_gmt":"2020-01-29T15:24:59","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/ropo"},"modified":"2026-05-11T23:01:17","modified_gmt":"2026-05-11T23:01:17","slug":"ropo","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ropo","title":{"rendered":"ROPO"},"content":{"rendered":"

\"ropo\"Definition<\/strong><\/p>\n

ROPO<\/strong> <\/em> is an acronym for Research online purchase offline,<\/em>which literally means ‘online search buy offline’. It refers to the process that some consumers follow and that consists of obtaining on the Internet all the required information about a product before buying it in a physical establishment.<\/strong> It is, therefore, a mixed action that affects digital marketing and traditional marketing, and that is usually common in sectors such as retail.<\/p>\n

With this practice, the consumer takes advantage of the resources offered by the internet to move to the store with the purchase practically decided. For this reason, it is necessary to accompany you throughout the customer journey with a careful digital marketing strategy that includes videos and images, reviews, discounts to encourage the visit to the physical establishment and a blog with valuable content. In the physical headquarters, the decoration, service or packaging must be taken care of so that the client does not back down and complete the purchase. It is the usual process in businesses with omnichannel<\/a> or multichannel.<\/p>\n\n

ROPO and showrooming<\/span><\/h2>\n

In the era of smartphones<\/em> and the digitalization of everyday life, the ROPO coexists with another trend, showrooming.<\/em><\/strong><\/p>\n

It consists of just the opposite, in deciding a purchase in the physical store to end up consuming online, almost always motivated by the price. Both practices cause discomfort in entrepreneurs who suffer from it, although the solution would be to offer other advantages, better service or competitive prices.<\/p>\n

To make a business visible and avoid as much as possible the ROPO and showrooming requires a good SEO<\/a> and SEM<\/a> strategy that ensures the correct positioning of your website, even if it does not have online sales. If a business doesn’t show up in the first search results, it’s invisible and so is your physical store.<\/p>\n

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<\/span>Advantages of ROPO<\/span><\/h2>\n

Although ecommerce continues to grow steadily in Spain (it exceeded 40,000 million euros in 2018), there is still a large group of consumers who opt for traditional shopping or a mixed system, such as ROPO or showrooming.<\/a> According to a survey conducted by the international professional services agency KPMG, the main reasons why a customer prefers to complete a transaction in a physical store<\/strong> are the following:<\/p>\n