The ROPO Effect
One of the most challenging aspects of online marketing is demonstrating offline impact from online activity. It has a range of names but whether you label it Research Online Purchase Offline (ROPO), Online-to-Store or something else, this halo effect is a metric most marketers are keen to make tangible.
During April Google revealed that controlled studies they had conducted repeatedly prove that online campaigns lead to in-store sales, specific resulting including:
- Comparing the offline sales in areas saturated with online campaigns with areas without online campaigns showed the former reflected higher sales numbers (with an ROI of up to 15:1).
- One of the test advertisers running generic keywords saw 1.7% uplift in new in-store conversions.
- One saw 2.5% lift in offline sales within categories using online coupons.