Imagine a customer walking into a car dealer and explaining technical details of the cars to the sales staff. A few years ago, this scenario would have been still a long way off. And something like this does not occur because of insufficient training of employees. Nowadays, the majority of customers do a research about products they want to buy before entering the offline store. This phenomenon is called ROPO, which stands for “Research Online, Purchase Offline”. And this is quite vital for retailers, as a considerable amount of customers visit the store with the objective of the actual purchase, since they have already done their research – online.
To become a real magnet to those customers, retailers need to optimise their sites in aspects like fast load times, intuitive shopping basket function and trouble-free checkout.
For more information, read “Mobiles are the new showroom”
by Kevin Sparks, Commercial Director at FACT-Finder
This article originally appeared at digitalmarketingmagazine.co.uk.
Copyright 2015. Follow digitalmarketingmagazine.co.uk on Twitter.