¿Qué es la Tendencia ROPO? (Research Online Purchase Offline)
La tendencia ROPO es el hábito de compra opuesto al showrooming. ROPO es el acrónimo inglés de Research Online Purchase Offline (busca online y compra offline) y es conocido también como webrooming.
Los consumidores ROPO visitan diferentes sitios web, tiendas online, foros y otros donde pueden recopilar toda la información que necesitan sobre el producto que desean adquirir para luego acercarse a una tienda física y comprarlo.
A pesar del alcance digital de nuestra era, aún hay consumidores que se muestran suspicaces a realizar sus compras en línea. Según la consultora internacional Forrester Research, entre los principales motivos de los consumidores ROPO se encuentran:
- Comprobar las cualidades del producto: tamaño, peso, etc.
- Prefieren obviar el tiempo de entrega.
- El catálogo de productos en línea suele estar incompleto.
El comercio tradicional ha evolucionado en diversas tendencias, el e-comerce es una fuerza en boga y sólo tendrá éxito en el negocio que mejor se adapte a los cambios.
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