Unveiling ROPA: Redefining Shopping with Research Online and Purchase Anywhere

Everyone loves some Bopis! The delicious Filipino street food!

Ok, so maybe not in the case the ever-evolving world of retail, a transformative shift is underway - one that redefines the way consumers engage with brands and retailers. With technological advancements and evolving consumer preferences at the helm, retailers must recalibrate their marketing strategies to effectively address these emerging trends.

Introducing the revolutionary concept of ROPA (Research Online and Purchase Anywhere) and its impact on shopper marketing. Understanding these behaviors is pivotal for retailers and brands seeking to craft immersive shopping experiences that foster enduring customer loyalty. More important is linking all touchpoints of the shopping experience no matter where it happens.

ROPA behavior is pretty common now. 'Research Online' refers to all of the mid-funnel behaviors after discovery and awareness.

"Alexa, how much are Nike Air Jordan golf shoes?"

This is a ROPA question.

Searching for Filipino Bopis Recipes?

This is a ROPA search. It's even interesting that apple and google are both vying for this simple search on my iPhone. This is retail media. (Re)search media. The reason that Amazon's share of all retail media hovers at 75%+ is that it is a search engine for stuff and competes with Google, and Facebook for ROPA dollars.

As with eCommerce, ad dollars follow the shopper along their journey. Sometimes this is slow, like the migration of marketing dollars from print to digital as people spent way more time and attention there. Sometimes it is fast like the explosion of retail media driven by Amazon and the impact on its margins which the media supports. The problem for most retailers is that they are not a search engine. Amazon can command media dollars because its driving revenue for eCommerce brands. Most retailers not named Walmart don't have the requisite digital traffic to replicate Amazon's search media model.

Once again however, retail media is at an inflection point thanks to rapidly shifting shopper behaviors and the store traffic that still has large opportunities for monetization. ROPA spending is seeking to connect with shoppers between eCommerce was once thought to have a huge price advantage over physical commerce, but it was a short-lasting mirage. Logistics costs and attention (advertising) have leveled the playing field. For most retailers, eCommerce is really BOPIS. Shoppers are using online channels to order but picking up at store thanks to several factors including cost and convenience.

Here is where I believe stores have a huge advantage in Retail Media. Connecting the ROPA dots for shoppers will in turn create media dollar opportunities for retail channels and much of Retail Media growth at this point will come from integrated marketing connecting the ROPA shopper. In fact, shoppers prefer BOPIS especially as the true cost of delivery is starting to show up in purchases. Someone has to pay the freight and even if retailers could afford it (they can't), at some point the costs will have to be captured and margins maintained. Shoppers will make decisions depending on their cost tolerance, need state and a host of other factors. ROPA, let the shopper decide!

According to a recent study by BusinessDIT, 67% of shoppers used BOPIS in the last 6 months. 50% of shoppers choose an online store based on whether they can pick up their order in-store with over half citing shipping costs as the reason to choose BOPIS.

The narrative of ROPA dovetails harmoniously with the synergy of BOPIS, BORIS, and hybrid shopping channels. These emergent trends emphasize the need for an omnichannel approach, one that ensures a seamless and consistent brand journey. As these behaviors gain momentum, the demand for a harmonious blend of online convenience and tangible in-store experiences becomes palpable. Additionally, In-store retail media can converge with digital offerings to support the ROPA journey. Walmart and others are moving to add additional retail media options in-store.

In the context of this evolution, retailers must prioritize inventory management, ensuring real-time visibility of product availability across all channels. The role of personalized customer service, whether online or in-store, cannot be overstated. This plays a pivotal role in elevating the overall shopping experience and cultivating customer loyalty.

The fusion of technology with these emerging behaviors is pivotal in optimizing shopper marketing strategies. By harnessing data analytics, artificial intelligence, and augmented reality and personalization, customer engagement can be taken to new heights. Mobile apps, equipped with real-time inventory updates, personalized offers, and streamlined checkout processes, can facilitate the seamless execution of ROPA behaviors. Integrated digital merchandising platforms can help free up store employees to spend more time with customers.

The advent of AI-driven chatbots exemplifies how technology can amplify the shopper's experience. These virtual assistants offer instant assistance and guidance, enhancing engagement and facilitating a smoother purchase journey.

In a retail landscape characterized by perpetual transformation, comprehending and embracing emerging shopper behaviors is not merely advantageous; it's essential. ROPA, a captivating blend of research and purchase dynamics, signifies a seismic shift. By harmonizing technology, personalization, and seamless cross-channel marketing, retailers have the power to craft captivating shopping experiences that kindle brand loyalty and customer engagement.

The ROPA shopper exercises the liberty to transact across diverse channels and locations, unconfined by the limitations of any single platform or physical store.