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ROBO: How Today’s Shoppers Research Online and Buy Offline

While we continue to make a big deal out of the growth of online sales, it’s important to remember that 90% of consumer purchases are still made at a retail outlet. That doesn’t mean that online doesn’t have a huge influence – it does. Consumers still want the gratification of looking, touching and test-driving a product before paying for it.

ROBO isn’t new, but it is becoming the norm in consumers’ shopping journey and a big opportunity for brands and retailers to better understand exactly how their buyers shop.

What Does ROBO Stand For?

Research Online, Buy Offline

What is ROBO?

ROBO is a consumer behavior where they utilize consumer generated content like reviews, blog posts, and videos to assist in their purchase decision. Once decided, they do not purchase online – they visit a retail outlet and make the purchase.

Bazaarvoice researched consumer behavior from 20+ of the world’s leading retailers in North America, EMEA, and APAC, across 100’s of brands and categories to understand how often shoppers seek consumer-generated content (CGC) before buying online or in-store, and their infographic shares the findings, including:

  • 39% of in-store buyers read online reviews before purchase  Tweet This!
  • 45-55% of in-store buyers read reviews of big-ticket technology items  Tweet This!
  • 58% of in-store buyers read reviews for health, fitness & beauty items  Tweet This!

In fact, 54% of online buyers read reviews before a purchase  Tweet This! The infographic details the differences in B2B and B2C reviews and breaks down the influence by product category.

Research Online Buy Offline

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About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog and recognized MarTech expert. Doug is a Keynote and Marketing Public Speaker. He's the CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. He's assisted SaaS companies like Angie's List, GoDaddy, Salesforce, Webtrends, and SmartFOCUS with their digital marketing and product strategies. Douglas is also the author of Corporate Blogging for Dummies.

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