The growing ROPO phenomenon, where customers research online using their mobiles and buy offline, makes it vital for retailers to be more than just mobile-friendly. Kevin Sparks, Commercial Director at FACT-Finder shares the mobile search essentials that every retailer needs to know.
"Customers coming into a store today are better informed than the sales staff."
So says Jörg Geilgens, Client Solution Manager at IBM.
This isn’t down to poor training by retailers, but because the vast majority of people with a smartphone (88% to be precise) use it to carry out research before even entering a physical store.
This new form of retail therapy means customers visit stores on a mission to buy, having already done their browsing online. This means they are more likely to buy, making this mobile habit – called ROPO – vital to retailers.
The downside is that if your online shop isn’t mobile friendly, these ROPO-ers won’t be heading your way. And that’s pretty much everyone with a mobile – do you know anyone in the UK and Europe without a smartphone?
If you want to become a real ROPO magnet, you need to be more than just mobile-friendly – you need to be mobile-optimised. This means making it as easy as possible to search for your products with a smartphone. So where do you start?