research online purchase offline (ropo) - consumer shopping behavior in india - findable.in
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Research Online, Purchase Offline Behavior in India
Contact Us: [email protected]
India Shopping Report, Local Shopping, ROPO, Indian Retail Market, Offline vs Online Retail
Google and Nielsen Research on ROPO (Research Online, Purchase Offline) Consumer Behavior
A recent Google India Tech Shopper report: Over 40 per cent of the in-store purchasers in metros and Tier I
and II cities researched before making a decision Over 69 per cent have already made up their minds about what
model to buy and what not to even before they walk into the store.
ROPO vs E-Commerce More than 9 out of 10 purchases still take place offline– more
than nine out of 10. Four out of 10 people prefer to ROPO – research online, purchase
offine. That’s 40% of the market!
Source: Times of India
Results of Görtz Case Study conducted by Google
The hypothesis to be tested was whether consumers are increasingly engaging in a behavior called ROPO: research online, purchase offline.
Google partnered with Görtz to: Try and quantify the impact of ROPO for them Benchmark how much incremental in-store sales were driven
because of ROPO
Results: Google discovered that sales revenues from customers who
performed ROPO were disproportionately high. For every €1 of sales generated online, another €0.93 is generated offline.
For every 100x coupons redeemed through the online shop, a further 51x coupons were redeemed in-store following online researchSource: ThinkwithGoogle.com
So then what did we do for the Indian shopper?
We decided that we should create a platform that allows Indian shoppers to research online, but then easily figure out where to purchase offline
Going forward, we want to make the offline shopping experience better for our users by leveraging technology, especially the mobile phone
Therefore, in addition to the website, we have also launched our mobile app on Android.
Findable App – I
Source: Findable Android App
Findable App – II
Source: Findable Android App
Contact Us
Email: [email protected]
Phone: +91-11-4157-1111 +91-99201-83004
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Delhi – 110001 Website: www.findable.in