ROBO: How Today’s Shoppers Research Online and Buy Offline
The phenomenon known as Research Online, Buy Offline (ROBO) has emerged as a significant force shaping consumer behavior. While e-commerce continues to grow, it’s crucial to recognize that 90% of consumer purchases still occur in physical retail outlets. This statistic underscores the enduring importance of brick-and-mortar stores, even as online influences play an increasingly pivotal role in the shopping journey.
ROBO
ROBO refers to the consumer behavior of leveraging online resources such as reviews, blog posts, and videos to inform purchase decisions and complete the transaction in a physical store. This approach allows consumers to benefit from the wealth of online information while enjoying the tangible in-store shopping experience.
The Impact of ROBO on Retail
Recent research by Bazaarvoice, examining consumer behavior across multiple retailers, brands, and categories globally, reveals the significant influence of ROBO:
- General purchasing: 39% of in-store buyers consult online reviews before purchasing.
- Technology items: 45-55% of in-store buyers read online reviews for big-ticket technology purchases.
- Health and beauty: 58% of in-store buyers read health, fitness, and beauty item reviews.
- Online purchases: Even for online transactions, 54% of buyers read reviews before completing their purchase.
These statistics highlight the growing importance of online research in the consumer decision-making process, regardless of the final purchase location.
The Continued Relevance of Physical Retail
Despite the digital influence, physical stores remain crucial in the retail ecosystem. Consumers still value the ability to see, touch, and experience products before making a purchase. This sensory engagement, combined with the immediate gratification of taking a product home, continues to drive foot traffic to brick-and-mortar locations.
The Role of Consumer-Generated Content (CGC)
Consumer-generated content, including reviews, ratings, and user-submitted photos or videos, plays a vital role in the ROBO phenomenon. This content provides social proof and authentic insights that consumers trust when making purchase decisions. The impact of CGC varies across different product categories and between B2B and B2C markets, but its overall influence is undeniable.
To leverage the ROBO trend effectively, retail marketers should consider the following strategies:
- Optimize online presence: Ensure that product information, reviews, and other relevant content are easily accessible online, even for in-store-only items.
- Encourage and manage reviews: Implement systems to collect and display customer reviews across all channels, addressing both positive and negative feedback promptly.
- Create omnichannel experiences: Develop seamless integration between online and offline channels, allowing customers to transition smoothly between research and purchase phases.
- Leverage in-store technology: Implement digital touchpoints in physical stores that provide access to online reviews and additional product information.
- Train staff on digital influence: Educate in-store personnel about the importance of online research and equip them to address questions arising from customers’ pre-purchase research.
- Personalize the shopping experience: Use data from online interactions to tailor in-store experiences and product recommendations.
- Showcase user-generated content (UGC): Display customer photos, videos, and testimonials both online and in-store to build trust and authenticity.
- Monitor and analyze ROBO behavior: Implement tools to track the impact of online research on in-store sales and adjust strategies accordingly.
The ROBO phenomenon represents a significant shift in consumer behavior, blending the informational advantages of online research with the experiential benefits of in-store shopping. As the lines between digital and physical retail continue to blur, marketers must adapt their strategies to cater to this hybrid shopping journey. By embracing ROBO and implementing targeted tactics, retailers can enhance the customer experience, drive sales, and maintain relevance in an increasingly complex retail landscape.
