With the rise of e-commerce, traditional brick-and-mortar retailers have faced numerous challenges. However, instead of being overshadowed by online shopping, retailers have found innovative ways to adapt and thrive in the digital age.
One such strategy is the implementation of ROPO online (research online purchase offline). As well as BOPIS (buy online and pick up in store) services. These new shopping trends have revolutionized the retail industry, providing customers convenience and retailers with increased foot traffic and sales.
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What is ROPO and how does it impact retailers?
ROPO effect, or research online purchase offline, refers to the consumer behavior of researching products online before making a purchase in a physical store. This phenomenon has become increasingly prevalent in recent years, with customers using online platforms to compare prices. Also, read reviews, and gather product information before making a final decision.
According to a study conducted by Google, 82% of smartphone users consult their phones while in a store deciding which product to purchase. This highlights the significant impact of ROPO effect on retailers. Instead of viewing online research as a threat, retailers can leverage this behavior to their advantage. Simply, by providing customers with a seamless online-to-offline shopping experience.
How can retailers optimize the ROPO effect?
- Establish a strong online presence: Retailers must invest in creating user-friendly websites and mobile apps that provide detailed product information, customer reviews, and easy navigation. This allows customers to conduct thorough research before visiting a physical store.
- Implement click-and-collect services: By offering the option to buy online and pick up in-store, retailers can cater to customers who prefer the convenience of online shopping but still want to physically inspect and collect their purchases. This not only enhances the customer experience but also drives foot traffic to brick-and-mortar stores.
- Provide accurate inventory information: It is crucial for retailers to ensure that their online platforms reflect real-time inventory availability. This prevents customers from being disappointed when they arrive at a store only to find that the desired product is out of stock.
What is BOPIS and why is it gaining popularity?
BOPIS, or buy online pick up in store, is a service that allows customers to purchase products online. Also, collect them from a physical store at their convenience. This shopping trend has gained significant popularity in recent years due to its numerous benefits for customers and retailers.
According to a survey conducted by NRF (National Retail Federation), 68% of consumers have used BOPIS services. Hence, 50% of those customers made additional purchases while picking up their orders. This highlights the potential for increased sales and customer engagement that BOPIS pick-up in store in retail offers.
What are the advantages of BOPIS for customers?
- Convenience: BOPIS eliminates the need for customers to wait for delivery or pay shipping fees. They can simply pick up their purchases at a nearby store, saving time and money.
- Instant gratification: With BOPIS online, customers can have their desired products in their hands immediately after purchase, without having to wait for shipping.
- Reduced risk: By physically picking up their purchases, customers can inspect the products for any damages or defects before leaving the store, reducing the risk of receiving faulty items.
How does BOPIS benefit retailers?
- Increased foot traffic: BOPIS buy online and pickup in store encourages customers to visit physical stores, leading to increased foot traffic and potential additional purchases.
- Reduced shipping costs: By utilizing BOPIS, retailers can save on shipping costs, especially for bulky or heavy items.
- Opportunity for upselling: When customers come to pick up their online orders, retailers have the opportunity to upsell or cross-sell additional products, increasing the overall sales value.
Conclusion
ROPO effect and BOPIS have emerged as powerful strategies for retailers to bridge the gap between online and offline shopping. By understanding and leveraging these trends, retailers can provide customers with a seamless shopping experience. Thus, increase foot traffic to physical stores, and boost sales.
The key lies in establishing a strong online presence, implementing click-and-collect services, and providing accurate inventory information. As the retail industry continues to evolve, embracing these new shopping revolution strategies is essential for retailers to stay competitive in the digital age.
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