Digital marketers have always had one drum they loudly beat in front of traditional advertising channels: "We can measure what we do better than you." Now, we weren't embellishing the truth or anything — we can measure digital advertising performance at a much more granular level than we can traditional advertising. But it's not perfect. Multichannel digital marketing teams always have one niggling thought that keeps them awake at night: online activity is driving in-store sales and we can't claim any credit for it.
Offline sales are happening. Sure enough, we're seeing online shopping become more and more popular, but even so, you’ll never see 100% of your sales being made online if you're a multichannel retailer. Whether it’s a dress that needs to be tried on or a TV you want to measure up before you buy, in-store purchases are going nowhere. But it's more important than ever to make sure you don't underestimate the impact your online advertising has on offline sales.
ROPO: Research Online Purchase Offline has plagued multichannel retailers for years. This is when awareness and hot leads are generated online, but the customers convert in-store.
There is one other problem hampering many multichannel businesses: viewing their online store as "just another store" and, in many cases, the store managers themselves considering the website to be a competitor.
In this article, I'll show you how we've improvised to create a ROPO report for DID Electrical, an Irish electrical and home appliance multichannel retailer, to provide greater insight into their customers' multichannel journey and how this affected their business.
What is ROPO reporting?
Offline conversions are a massive blind spot for digital marketers. It's the same as someone else taking credit for your work: your