57:. According to a 2011 Google report 80 percent of all offline buyers research online, before they buy a product in a local store. Furthermore, in high item value industries ROPO already makes a significant share of total sales. This was also acknowledged by an analysis of the German retail association and
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45:(ROI) more precisely, by multiplying their online sales with the O2S-factor. The result is the offline revenue which is influenced by the
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Research Online
Purchase Offline. Die Bedeutung des Internet im Kaufentscheidungsprozess.
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Entwicklung des Online-Handels in
Deutschland. Analyse der Branchensektoren.
105:, German retail association/PwC report, 2013. Accessed in February 2013
68:: researching a product in a physical store before buying it online.
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The ROPO effect allows the advertiser to calculate their overall
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