The value and impact of cross channel (ROPO)

Ida Gotzsche

Speakers: Ida Gotzsche
Time: 13.00-13.45 Thursday, 6. Nov 2014
Session: Living in a cross, multi and omni-channel world
Track: Marketing,

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Studies show that 8 out of 10 consumers browse online prior to an offline purchase – a behavior that is known as ROPO (research online, purchase offline) and which is a keystone in a cross channel strategy.

At Copenhagen Airport we completed an extended analysis to quantify the ROPO effect between the online webshop and the physical TAX FREE shop at the Airport. Among more interesting findings we discovered an impressing behavior amongst the group of customers researching online – in regards to both online and offline conversion as well as upselling.

The presentation will focus on the methodology behind the analysis and introduce key insights on the ROPO effect.