ropo in poland report
TRANSCRIPT
The mul(ple-‐branch research of ROPO effect
The Internet as a deciding source of the information in the purchase process
Methodological note
The research was conducted by IMAS Interna(onal Company on 5-‐12 of May 2011, using CATI telephone interviews on a sample of n = 1000 adult Poles. The selec(on of respondents was carried out using the random-‐quota method, which generated numbers of phones using RDD (random digit dialing) and then obtaining a certain number of respondents appointed by the variables: gender, age, educa(on, region and size of the city. The research is representa(ve for the adult popula(on of Poles living in Poland.
The introduction
For some time, the marketing world is fascinated by the results of some research, that provide lots of examples about relationships between searching the information about the products in the Internet and buying them in the real world. ROPO effect (Research Online, Purchase Offline) describes a part of purchase behavior, which involve searching information about the products in the Internet, and then purchase them at the real shop.
Our goal was to establish in which branches the Internet is a decisive source of the information about the products. In contrast to the previously published studies based on a research of only the part of the market (for example ROPO effect only in Retail or Travel Section), the aim of our study was to provide a wide information and facts. We wanted to establish in which industries the ROPO effect occures and how strong it is.
What the report is about We studied the purchase behaviour connected with 25 different branches, beginning from buying books through the Internet, the music, the electronic equipment to the financial products and the car accessories. Presenting results of this study, we want to show what is the way of purchasing these products and what is the main source of the information about them.
We decided to divide the purchasing process in two dimensions. • The first dimension is determined by
the place of purchase - online or offline.
• The second dimension concerns the main source of the information. We researched where the client searches the main information about the product, MAINLY online or offline
Based od 1000 similary interviews we prepared the list, which clearly assigns the purchase to one of the four group.
How we studied ROPO?
Traditional shopping,
the decision based on the data offline.
Online shopping. The Internet as a decisive source of the information.
Traditional shopping.
The Internet as a decisive source of the information.
(ROPO)
Online shopping, the decision based on the data offline.
The direct impact of the Internet on total sale.
Meet Marysia, she likes shopping.
The following example will ilustrate how our research looked like:
• It was a May afternoon…
• We asked Marysia, whether in the last twelve months has bought clothes or shoes.
She answered:
We established that in the last year, 88% of our responders bough clothes or shoes.
CONVERSATION WITH MARYSIA
YES!
Next, we asked if she remember her LAST purchase of clothes or shoes (whatever it was).
Did you buy a thing throuht the Internet or in a traditional way?
95% among all the customers, bought clothes or shoes in a traditional way (offline).
CONVERSATION WITH MARYSIA
In a traditional way – I went do the shop and I bought a thing.
About clothes or shoes, the Internet is the main source of the information, for 4,1% of all buyers.
CONVERSATION WITH MARYSIA How did you get the information that helped you to decide what to buy?
I was talking with friends, looking through the newspapers and the Internet…
OK. Which of these sources of the information had the biggest influence on
your purchase?
The Internet. When I came across ‚that thing’, I just had to have it.
25 shopping areas
The responders gave their opinion about a very popular and often buying products (clothes, shoes, cosmetics) and products whose are buying rarely such a photo equipment, computer software and others. Further analysts are based on people who bought something in the last 12 months.
91% 88% 88%
51% 50% 50%
48% 45%
42% 42%
39% 39% 39%
31% 25% 25%
24% 22% 22% 22% 21%
18% 18%
13% 13%
lekarstwa lub artykuły medyczne odzież/obuwie
kosmetyki lub środki do pielęgnacji ubezpieczenie OC/ AC
książki zabawki
meble lub elementy wyposażenia domu bilety do kina lub na różne wydarzenia
telefon komórkowy lub abonament telefonu małe AGD (np. żelazka, czajniki, patelnie)
dodatki do odzieży (np. biżuteria, zegarek) części samochodowe
akcesoria samochodowe sprzęty sportowe lub turystyczne
bilety lotnicze lub kolejowe urządzenia RTV - np. telewizor, radio, wieża wyjazd urlopowy lub wycieczka zagraniczna
duże AGD (np. pralki, lodówki, zmywarki) muzyka na CD lub w postaci pliku mp3
film na płycie DVD lub Blue-Ray podzespoły lub akcesoria komputerowe
kredyt lub pożyczka bankowa oprogramowanie lub gry komputerowe
rezerwacja w pokoju hotelowym aparat fotograficzny lub kamera
Which of these products did you buy personally at least once in the last 12 months?
Medicines nad medical products The decisive source of the information: online offline
Purchase online offline 0,3%
0,8% 1,4%
The Internet has a direct impact on 2,5 % of total sales
97,6%
The most important
information collected offline and purchase
offline.
n=904 buyers
Too liVle basis to present a graph of selected sources of online informa(on .
The most frequent sources of the informa=on: offline
Friends/family
I decided in the shop, during shopping
From the salesman
I had the knowledge from the previous shopping
Clothes and shoes
Purchase online offline
1,7%
2,4% 2,4%
The Internet has a direct impact on 6,5 % of total sales
93,5%
The most important
information collected offline and purchase
offline.
n=881 buyers
n=37 searching online, n=844 searching offline
The decisive source of the information: online offline
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
I decided in the shop, during shopping
The offer in the shop
Friends/family
I had the knowledge from the previous shopping
Internet auc(on
Web search engine
Online store
Cosmetics or personal care products The decisive source of the information: online offline
Purchase online offline 0,3%
1,3% 2,2%
The Internet has a direct impact on 3,8 % of total sales
96,2%
The most important
information collected offline and purchase
offline.
n=876buyers
n=16 searching online, n=860 searching offline
I decided in the shop, during shopping
I had the knowledge from the previous shopping
I read a leaflet
The offer in the shop
Online store
Web search engine
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Car insurance The decisive source of the information: online offline
Purchase online offline 1,7%
2,2% 2,1%
The Internet has a direct impact on 6,0 % of total sales
94,0%
The most important
information collected offline and purchase
offline
n=511 buyers
n=21 searching online, n=490 searching offline
Producer website
Web search engine
I had the knowledge from the previous shopping
From the salesman
Friends/family
I decided in the shop, during shopping
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Books The decisive source of the information: online offline
Purchase online offline 3,8%
7,0% 6,9%
The Internet has a direct impact on 17,7 % of total sales
82,3%
The most important
information collected offline and purchase
offline
n=500 buyers
n=26 searching online, n=368 searching offline
I decided in the shop, during the shopping
Friends/family
The other way
The offer in the shop
Web search engine
Online store
Internet auc(on
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Toys The decisive source of the information: online offline
Purchase online offline 1,3%
4,3% 3,1%
The Internet has a direct impact on 8,7 % of total sales
91,2%
The most important
information collected offline and purchase
offline.
n=498 buyers
n=28 searching online, n=470 searching offline
I decided in the shop during shopping
Family/friends
The offer in the shop
I read a leaflet
Web search engine
Internet auc(on
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Furnitures and other home items The decisive source of the information: online offline
Purchase online offline 6,3%
4,7% 1,6%
The Internet has a direct impact on 12,6 % of total sales
87,4%
The most important
information collected offline and purchase
offline.
n=479 buyers
n=54 searching online, n=425 searching offline
Web search engine
Producer website
Internet auc(on
I decided in the shop during shopping
The offer in the shop
I read a leaflet
Family/friends
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Cinema tickets The decisive source of the information: online offline
Purchase online offline
14,1%
8,5% 6,7%
The Internet has a direct impact on 29,3 % of total sales
70,7%
The most important
information collected offline and purchase
offline.
n=448 buyers
n=103 searching online, n=345 searching offline
Web search engine
Producer website
In the other way
Friends/family
The television (ads or tv programs)
I decided in the shop, during shopping
The press (ads or ar(cles)
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Mobile phones or the subscriptions The decisive source of the information: online offline
Purchase online offline 6,1%
4,1% 4,7%
The Internet has a direct impact on 14,9 % of total sales
85,0%
The most important
information collected offline and purchase
offline.
n=420 buyers
n=48 searching online, n=372 searching offline
I decided in the shop, during shopping
From the salesman
Friends/family
I had the knowledge from the previous shopping
I decided in the shop
Web search engine
Producer website
Internet auc(on
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The small household equipment (the iron, the frying pan or other) The decisive source of the information: online offline
Purchase online offline 1,2%
5,1% 1,6%
The Internet has a direct impact on 7,9 % of total sales
92,1%
The most important
information collected offline and purchase
offline.
n=415 buyers
n=27 searching online, n=388 searching offline
I decided in the shop, during shopping
The offer in the shop
From the salesman
I read a leaflet
Internet auc(on
Online store
Web search engine
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Clothing accessories (the jewelerry, watches) The decisive source of the information: online offline
Purchase online offline 2,7%
4,3% 2,1%
The Internet has a direct impact on 9,1 % of total sales
91,4%
The most important
information collected offline and purchase
offline.
n=394 buyers
n=37 searching online, n=844 searching offline
I decided in the shop, during shopping
The offer in the shop
Friends/family
I read a leaflet
Internet auc(on
Web search engine
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The car parts The decisive source of the information: online offline
Purchase online offline 1,7%
9,0% 5,0%
The Internet has a direct impact on 15,7 % of total sales
84,4%
The most important
information collected offline and purchase
offline
n=391 buyers
n=42searching online, n=349 searching offline
From the salesman
The mechanic, workshop
Friends/family
I decided in the shop, during shopping
Internet auc(on
Web search engine
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The car accessories The decisive source of the information: online offline
Purchase online offline 0,6%
4,2% 1,7%
The Internet has a direct impact on 6,5 % of total sales
93,5%
The most important
information collected offline and purchase
offline.
n=390 buyers
n=19 searching online, n=371 searching offline
I decided in the shop, during shopping
I had the knowledge from the previous shopping
From the salesman
The offer in the shop
Web search engine
Internet auc(on
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Sports and tourist equipment The decisive source of the information: online offline
Purchase online offline 5,5%
12,1% 4,3%
The Internet has a direct impact on 21,9 % of total sales
78,1%
The most important
information collected offline and purchase
offline
n=306 buyers
n=55 searching online, n=251 searching offline
I decided in the shop, during shopping
The offer in the shop
Friends/family
I read a leaflet
Internet auc(on
Online store
Web search engine
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The airline or railway tickets The decisive source of the information: online offline
Purchase online offline
5,1%
14,0% 10,5%
The Internet has a direct impact on 29,6 % of total sales
70,4%
The most important
information collected offline and purchase
offline.
n=253 buyers
n=50 searching online, n=203 searchingc offline
There was the need
From the salesman
Friends/family
I decided in the shop, during shopping
In the other way
Producer website
Web search engine
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Electronic equipment (TV, radio, stereo) The decisive source of the information: online offline
Purchase online offline 5,5%
5,5% 1,9%
The Internet has a direct impact on 12,9 % of total sales
87,1%
The most important
information collected offline and purchase
offline
n=246 buyers
n=28 searching online, n=218 searching offline
I decided in the shop, during shopping
From the salesman
Friends/family
I read a leaflet
Online store
Web search engine
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The holiday The decisive source of the information: online offline
Purchase online offline 8,0%
19,2% 9,1%
The Internet has a direct impact on 36,3 % of total sales
63,7%
The most important
information collected offline and purchase
offline
n=235 buyers
n=68 searching online, n=167 searching offline
Friends/family
I had the knowledge from the previous shopping
From the salesman
In the other way
Web search engine
In the other way
Producer website
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The household equipment (the washing machine, the fridge or other) The decisive source of the information: online offline
Purchase online offline 3,3%
6,7% 0,7%
The Internet has a direct impact on 10,7 % of total sales
89,3%
The most important
information collected offline and purchase
offline.
n=222 buyers
n=22 searching online, n=200 searching offline
I decided in the shop during shopping
From the salesman
The offer in the shop
I have the knowledge from the previous shopping
Web search engine
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Music on CD or as MP3 file. The decisive source of the information: online offline
Purchase online offline 5,5%
9,7% 8,1%
The Internet has a direct impact on 23,3 % of total sales
76,7%
The most important
information collected offline and purchase
offline
n=219 buyers
n=36 searching online, n=183 searching offline
I decided in the shop during shopping
Friends/family
The television (ads or tv programs)
The offer in the shop
Web search engine
Internet auc(on
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Films on DVD or Blue-Ray The decisive source of the information: online offline
Purchase online offline 4,1%
6,9% 6,1%
The Internet has a direct impact on 17,1 % of total sales
82,9%
The most important
information collected offline and purchase
offline
n=216 buyers
n=25 searching online, n=191 searching offline
I decided in the shop during shopping
Friends/family
In the other way
The offer in the shop
Web search engine
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Computer components or accessories The decisive source of the information: online offline
Purchase online offline 6,2%
15,9% 7,1%
The Internet has a direct impact on 29,2 % of total sales
70,7%
The most important
information collected offline and purchase
offline.
n=211 buyers
n=48 searching online, n=163 searching offline
I decided in the shop during shopping
Friends/family
From the salesman
I had the knowledge from the previous shopping
Internet auc(on
Web search engine
Online store
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The bank credit The decisive source of the information: online offline
Purchase online offline
0,5%
1,3% 0,5%
The Internet has a direct impact on 2,3 % of total sales
97,7%
The most important
information collected offline and purchase
offline
n=178 buyers
n=173 searching offline
Too liVle basis to present a graph of selected sources of online informa(on.
From the salesman
I had the knowledge from the previous shopping
I decided in the shop during shopping
Friends/family
The most frequent sources of the informa=on: offline
The software or the computer games The decisive source of the information: online offline
Purchase online offline 6,9%
15,5% 11,6%
The Internet has a direct impact on 38,5 % of total sales
66,7%
The most important
information collected offline and purchase
offline.
n=177 buyers
n=41 searching online, n=136 searching offline
I decided in the shop during shopping
Friends/family
The television (ads or tv programs)
The offer in the shop
Web search engine
Online store
Producer website
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
Booking a hotel room The decisive source of the information: online offline
Purchase online offline
11,8%
27,7% 10,5%
The Internet has a direct impact on 50,0 % of total sales
50,0%
The most important
information collected offline and purchase
offline.
n=130 buyers
n=53 searching online, n=77 searching offline
Friends/family
I have the knowledge from the previous shopping
In the other way
From the salesman
Web search engine
Producer website
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
The camera The decisive source of the information: online offline
Purchase online offline 11,1%
8,1% 4,7%
The Internet has a direct impact on 23,9 % of total sales
76,1%
The most important
information collected offline and purchase
offline
n=129 buyers
n=27 searching online, n=102 searching offline
I decided in the shop
Friends/family
From the salesman
The offer in the shop
I read a leaflet
Web search engine
Internet forum
Price comparison website
The most frequent sources of the informa=on: online The most frequent sources of the informa=on: offline
• Among the biggest online stores on developed markets, the leaders are the Internet equivalents of leading distributors and manufacturers. This trend came to Poland and is getting more and more stronger.
• Most leaders already sell online. Some of them run their projects in the test phase, others can not imagine sells without network.
• Cisco Systems Company sells almost only online.
99% of the company’s orders come from the electronic channel. Another brands follow Cisco in this area.
• Thanks to the Internet traditional sallers can realize a number of strategies:
– The direct sale – the most obvious one. – Sale’s support of its partners, distributors and
points of sale. – Creating an image, the product’s catalog,
increasing the visibility of the products. It means stronger presence on the Web, but without online sale.
– Reduce customer’s service costs. Especially in the B2B stores. Then we do not generate new sales, but we transfer our current clients to ecommerce, to decrease the costs of the transaction.
– Improving quality of the service. This option
will be addressed to the clients from companies, who appreciate the time.
The conclusions
• Nowadays we can see a significant connection between online and offline. In the future these two channels will be integreted even better (through the mobile technology and extended reality).
• On these days, companies that are strong in the offline channel have a huge chance to get success in the online one. Thanks to creation the effective channel of online sale, companies will strengthen its sales in the offline channel as well.
• Every złoty spend on marketing will work for the
company in both channels. This will alllow to manage the marketing budget even more effectively.
• On the other hand, the leading online stores may take one of two strategies:
– A further escape to the world of innovations, what means the product’s transformation into digital products (for example Amazon or Kindle).
– Searching opportunities to create the offline channels.
• The future is the integration of online and offline channel and allowing customers easy transition from online through mobile to offline.
• If you want to get some more information about
your branch – please contact us:
Tomasz Karwatka CEO Divante [email protected]
The conclusions
• We received the confirmation that the impact of Internet on the type of behavior associated with the search for the information, then the place of purchase, is different depending on the type of product that is offered.
• The highest percentage of people who buy offline,
but as a main source of infromation showed the Internet, is presented in the fallowing branches:
– The camera: 11,1%, – Booking a hotel room: 11,8%, – Cinema tickets: 14,1%.
• The lowest: – The credit or the bank loan: 0,5%, – Cosmetics or personal care products: 0,3%, – Medicines nad medical articles: 0,3%.
From the perspective of the research, the project is the starting point for further and more detailes analysis.
We encourage you to discuss!
IMAS International
The conclusions
IMAS International Our company leads the market research and the research of public opinion in Poland and abroad – in Europe, Asia, America, Africa. Our clients – manufacturers, retailers, research institutes, the media, public institutions, non-governmental organizations – they all appreciate our professionalism, effectiveness and adjust the offer to their capabilities and needs. One of our greatest expertise is the Internet research and the research for the Internet. To get more information, please visit: www.imas.pl We invite you to cooperation!
Divante Divante takes up with the comprehensive realization of online sale. From creating the strategy through design to implementation and promotion. Our competence is also to optimize sales and marketing (usability, conversion, SEO) existing eBusiness. We also support our clients in reducing costs of infrastructure (the effective hosting) and Internal training. Nearly every fifth winner of Online Store Rating of Money.pl and Wprost is our client. We already realized projects about ROPO effect in branches of computers, electronics or health and beauty. Feel free to contact us. Tomasz Karwatka CEO Divante [email protected] www.divanteltd.com
Information about the companies
If you would like to get more detailed test results
for your branch – please contact us:
Tomasz Karwatka CEO Divante
dr Beata Pachnowska Vice-chairman IMAS International
Marcin Piwowarczyk The Director of Online Research IMAS International
More information?