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What is ROPO Research Online Purchase Offline

ROPO Research Online Purchase Offline is when we do online research for a purchase but end up buying the product in a physical store. We do this for a number of reasons: trust, need to touch, delivery place and delay. When we do ROPO, it is almost impossible to track our full user journey as we change “channel” and “device.” One minute our touch point comes from a desktop computer, the next from a smartphone and in the end, we physically touch the product with our hands and the tracking chain is definitively broken.