The ROPO Effect: Turn Online Browsers into In-Store Buyers

The consumer buying journey has never been more complex or fragmented.
With a growing number of touchpoints, customers are constantly switching between online and offline channels—researching products online before completing their purchases in-store.

This is what we call the ROPO effect (Research Online, Purchase Offline).
This fast-growing phenomenon is reshaping retail strategies and pushing brands to rethink their omnichannel approach.

And the stakes are high. According to a study by Criteo, 82% of in-store shoppers consult the internet before visiting a physical store. Digital has become an essential driver of physical commerce.

If you’re a retailer, this means you must create real synergy between channels to offer a seamless and consistent customer journey—regardless of the touchpoint. It’s both a challenge and a huge opportunity to drive more traffic and increase in-store sales.

But how can you truly make the most of this shift in buying behavior?
What are ROPO consumers really looking for?
And more importantly—how can you convert them from online browsers into in-store buyers?
Let’s dive in.

Understanding ROPO Consumer Behavior

ROPO stands for “Research Online, Purchase Offline.” It describes not just a buying behavior but an entire decision-making journey—now typical of modern consumers.

The rise of ROPO is part of a broader trend: the desire for convenience and enriched experiences in the buying journey.

By researching online before buying in-store, consumers aim to be more informed and confident in their decisions.

Why ROPO Makes Sense for Consumers

• Access to information: The web offers detailed product data—specs, photos, videos, and customer reviews—that help shoppers feel confident about their purchases. This is especially true for high-involvement products like electronics or travel.
• Price and offer comparison: Online search enables quick comparison across brands, retailers, and marketplaces in just a few clicks.
• Better store visits: Consumers can locate nearby stores, check product availability, and spot the best in-store offers in advance.

Beyond practical benefits, ROPO consumers also seek reassurance and human interaction. That’s why, even with all the information online, store associates remain crucial—they offer expert advice, personal interaction, and the chance to physically see or try products.

Ultimately, consumers want the best of both worlds: the ease and research of online shopping combined with the tactile and human experience of brick-and-mortar stores.

Retailers must now master this hybrid journey by creating a frictionless omnichannel experience that leverages the strengths of both environments.

ROPO: A Growth Engine for Retailers

Far from being a threat, the ROPO effect presents significant growth opportunities for retailers ready to adapt.

1. Expand Your Reach Beyond the Store’s Local Area

Digital visibility allows consumers to discover stores that aren’t necessarily nearby. This is especially useful for stores in suburban or rural areas, extending their catchment area beyond its usual geographic limits.

2. Attract Highly Qualified In-Store Traffic

Online researchers who later visit stores often have strong purchase intent. They’re well-informed and likely to convert—often with higher average basket sizes because they’ve already identified their needs online.

3. Create a Seamless Omnichannel Experience

ROPO bridges the gap between online and in-store. Consumers expect a connected journey. Tools like click & collect offer the best of both: the speed of online shopping with the convenience and reassurance of physical pick-up.

4. Optimize In-Store Merchandising with Online Data

Analyzing ROPO behaviors (popular web searches, top-viewed products) can help you refine in-store displays. Promote trending online items, or redesign the store layout to reflect real digital interest.

But to truly leverage ROPO, your online presence must be strong and efficient. A user-friendly website that clearly communicates product and store information is essential.

4 Winning ROPO Strategies to Drive In-Store Traffic

1. Optimize Product Pages to Build Trust

Product pages are often the first step of the ROPO journey. Make them detailed and inspiring:

• Use high-quality visuals (photos and videos)
• Highlight key benefits, features, and use cases
• Display customer reviews prominently

Help shoppers visualize the product and gain the confidence to complete the purchase in-store.

2. Use Local SEO to Drive Store Visits

Local SEO is essential to ROPO success. Optimize your listings for “store + city” or “product + city” searches:

• Improve your store locator pages (titles, meta descriptions, hours)
• Optimize your Google Business Profile with photos and reviews

3. Showcase Customer Reviews Across Channels

Reviews are a powerful trust signal, especially during the research phase. Feature them on:

• Product pages
• Store pages
• In-store displays and kiosks

Customer testimonials build credibility and push ROPO shoppers toward conversion.

4. Build Smart Online-to-Store Bridges

Make it easy for shoppers to transition from digital to physical:

• Add in-store reservation options on product pages
• Offer click & collect with flexible pick-up slots

The more seamless and personalized the transition, the higher the conversion rate.

Measuring ROPO Performance: What to Track

To make ROPO a true growth lever, you need to track its real impact.
Key performance indicators include:

Online:

• Traffic to product and store pages
• Clicks on “find a store” or “in-store stock availability”
• Conversions on reservation or appointment booking forms

In-store:

• Conversion rate from online reservations
• Average basket size of ROPO customers

To get a complete view, measure omnichannel attribution: which touchpoints contribute to the final purchase, from the first click to the in-store transaction.

Though complex, it’s possible—using tools like:

• Unique coupons
• Email tracking
• Loyalty card reconciliation

These solutions provide a connected view of your customer journey and campaign impact.

Conclusion

The rise of the ROPO effect is reshaping the way people shop—and pushing retailers to rethink the connection between online and offline.

Far from being a challenge, this trend offers a powerful opportunity to grow business and strengthen customer relationships.

To succeed, you need to:

• Understand evolving consumer expectations
• Activate the right digital levers to drive qualified store traffic
• Make the transition between channels seamless
• Track omnichannel performance to continuously optimize

ROPO isn’t just a consumer behavior—it’s your next strategic advantage.