What is your real potential with eBusiness ?

The other side of eBusiness

ROPO (or ROBO) Research On line, Purchase (Buy) Off line ROPO effect

Web-to-store device to take opportunity from ROPO

ROPO Evolution

ROPO is constantly growing in the Retail industry

US Market, all type of sectors: 2009. Source: Google

ROPO Figures

• 61% of Internet users (with purchase intention) visits a website before finalizing their purchase in store

• Up selling: For 1$ spend on line, this customer spends 3,45$ more in the Point of sales

On Car Maintenance Market25% of customer search on line

5% buy On line20% buy Off line

75% of customer search off line2% buy On line73% buy Off line

For 1 purchaser On line4 purchaser in Point of Sales

ROPO Customer Drivers

Main reasons to ROPO are

– Shopper wants to view the item up close – Shopper needs the item sooner than it can ship – Shopper wants to avoid shipping fees – Shopper might not be comfortable sharing personal information online

Physical Network Strengths on ROPO behavior

– Enable a Product Experience (see, touch…)– Enable a Faster (and sometimes cheaper) purchase – Enable a Human Experience (Advice, Expertise, Deals)– Enable access to technical equipments to get the items

Trends around ROPO

3 examples of Web-to-storeStaples have implemented several devices to generate traffic in-store, the most important one, Buy online & Pick-up in-store with specific Sales methods to increase additional sales40% of customers visiting a center for pick-up an item bought on line, complete their purchase in the store

Burger King have created a Facebook event:Delete 10 of your friend in your friend list and get a free WhopperIn one week, 234 000 friends deletion that have generated 23 000 visits in a Burger King PoS

In some French Malls, you can receive in the neighborhood of a store some dedicated discount after a SMS receive

During Test phases with several retailers, 8% of SMS sent have been opened and average basket significantly increase

Measure, optimize, measure, optimize

Operations must be fully involvedA Bearing Point study, recently showed that 45% of test car request

in all Car Manufacturers have no answer

Web-to-store: key elements