ROPO is the rule not the exception OnlineONLINEPURCHASEONLINEOFFLINERESEARCHOFFLINEOfflineOfflineROPO BROPO A Proportionate to respective share of sales ID: 819308
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MULTI-CHANNEL STRATEGYRESEARCH ONLINE
MULTI-CHANNEL STRATEGYRESEARCH ONLINE PURCHASE OFFLINE:AN OPPORTUNITY TO INCREASE MARKETINGEFFICIENCYResearch Online Purchase Offline: understanding ROPO behaviour provides aThese days companies in most industries distribute products and services via differentchannels a multi-channel strategy. Alongside physical, stationary (offline-) distributionpartners such as retailers, department stores, travel agencies, etc., there are also onlinestores, e-commerce-portals and comparison sites etc. ROPO behaviour can be cat-egorised in two directions: Firstly, and of increasing significance, where the purchaseROPO is the rule, not the exceptionOnlineONLINEPURCHASEONLINEOFFLINERESEARCHOFFLINEOffline/OfflineROPO BROPO AProportionate to respective share of sales©SEMPORAConsulting GmbH 2010marketing investments (e.g. concerning search engine advertising, banners, affiliate marketing etc.). If, for example, the ROMI (Return on Marketing Investment) is used as acompared to online sales as a performance figure. However, if the additional stationaryrevenue achieved through online activities is added as well, often a totally different pictureis revealed when assessing the appropriate budgets and investments. The challenge isthe considerably more difficult verification of ROPO effects compared to the consis
tentlymeasurable online activity (clicks
tentlymeasurable online activity (clicks, visits, users, conversion rates, etc.) which results in anonline purchase. But without consideration of ROPO, online investments are constantlyin their return impact. If a company has a realistic assessment of ROPO processes in respect of their marketing success, the need for the development of cross-channel sales conceptsis based on 1)Analysis and quantification of the profit leverages of ROPOInvestigation of online / offline conversion rate, typically through regular market2)Identification and development of a cross-channel strategyEnsuring that customers are guided throughout the whole purchase process, especially with regard to the crossover from the internet to stationary distribution (andvice versa). 3)Elimination of internal barriersAwareness and adjustment of the sales organisation (marketing, sales, customer careAlthough it is already a common practice on the customer side, ROPO is rarelyapproached strategically in companies today. The implementation of successful ROPOconcepts undoubtedly offers the chance of revenue growth and real competitive ad-marketing investments areCONTACTThomas J. Golly t.golly@sempora.com+44 (0) 20 31 78 46 12 Evaluation ofonline sales onlyROMIReturn onMarketingInvestmentOnlineROPO A:EFFECT©SEMPORAConsulting GmbH 201