25/10/2009

Understand the ROPO - ROBO phenomena

You won't learn anything if I told you: Since many years, all marketers are crazy about eBusiness figures .
  • Big Brands see an opportunity to develop a new sale chanel (without investage the media to early to preserve their relationship with their Distribution Chanel)and a new contribution to complete their Customer Relationship,
  • Some Physical Retailer consider it as a new Eldorado. Others still look at it as a gadget (or worse as a value killer),
  • And a lot of start-up (old or new ones) have found, create (...) new Business Models, new Sale Chanel...
Those figures are only a part of the real Internet contribution to Business. Indeed, the figures available (agencies, institutes, companies) generally comes from the turnover made online. But Internet is also a Business Generator in the real life (offline)

Since many years (2006 if I'm right) we talk about

ROPO - Research Online, Purchase Offline -

ROBO - Research Online, Buy Offline-

Real Phenomena with few figures, studies, and Best practices to enable a Marketer
- to evaluate this Business Contribution
- to have a list of examples to invent his new Web to Store device.

The aim of this blog is not to be an encyclopedy on ROPO, ROBO. But a place to share experiences, figures, analysis and to enable Retailers to get more opportunities from New Media.

Welcome on board ! Contributions, Testimony are welcome

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