McElhinneys study offers insight into ROPO effect

Research online, buy offline.

15th June, 2014
Alan Coleman, managing director, Wolfgang digital.

Research online, buy offline. It’s a straightforward process for most modern consumers, but the ROPO phenomenon presents digital marketers with a significant challenge in trying to measure its impact on shop sales.

According to Alan Coleman, managing director at agency Wolfgang Digital, the vast majority of studies on ROPO have indicated that retailers see more revenue in-store than online as a result of digital marketing. “Retailers currently have limited visibility on the in-store...

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