The Next Wave of E-CommerceBlueport.com

The term ROBO (Research Online, Buy Offline) was coined by Yahoo! to describe the growing number of consumers who research online, but buy offline.  Online ‘pre-shopping’ has become a common activity prior to a variety of purchases.  According to Forrester, online research will influence $1 trillion in offline sales by 2012, making it imperative that retailers understand the full impact that their online presence—as well as those of their competitors—may have on consumer in-store behavior.

Understanding Research Online, Buy Offline (ROBO) behavior is particularly important when selling ‘big-ticket’ items - online or in-store.  Big-ticket purchases require more research and consideration due to higher price points and their high degree of personalization.  Furniture, mattresses, appliances, flooring and home décor are all examples of products that consumers are spending a significant amount of time researching online prior to purchase.

What should multichannel retailers be doing to better understand and meet the needs of ROBOs while they are in this ‘pre-shopping’ mindset?  Whether the ultimate purchase is made at ecommerce store or at a local store, a multichannel retailer needs to take the necessary steps to ensure they are providing a seamless cross channel customer experience that ultimately makes a sale.  When executed well – and with ROBOs in mind – ecommerce sites can become a critical tool to help stores compete both locally and chain-wide.

By understanding how the ROBO shops, and synchronizing your online presence with your local stores, retailers can provide the seamless cross-channel experience these shoppers seek and capture their business - through whichever channel they ultimately choose to buy.

Put focus on these key areas:

1. Localize online merchandising to match local stores
2. Build credibility through rich, synchronized information
3. Provide accurate, local delivery information
4. Integrate local in-store and online offers and promotions