A consumer behavior trend that describes the process of researching products or services online before making a purchase in a physical store or offline channel. This trend is also known as webrooming, in contrast to showrooming, where customers visit a physical store to examine a product before purchasing it online. Key aspects of ROBO behavior include:
- Online research: Consumers use the internet to gather product information, compare prices, read reviews, and explore features before purchasing.
- Offline purchase: After conducting online research, consumers buy the product in a physical store or offline, such as over the phone or via a sales representative.
- Multichannel journey: ROBO behavior highlights the importance of a seamless, integrated experience across online and offline channels throughout the customer journey.
Reasons DO Consumers Engage in ROBO Behavior?
- Confidence in purchase: Researching online helps consumers feel more informed and confident about their purchase decisions.
- Instant gratification: Buying offline allows consumers to obtain the product immediately, without waiting for shipping or delivery.
- Tangible experience: Some consumers prefer to see, touch, or try the product in person before making a purchase.
- Personal interaction: Customers may value the opportunity to ask questions or receive advice from sales associates in a physical store.
ROBO Best Practices
- Ensure a strong online presence: Provide detailed, accurate, and engaging product information on websites and other online platforms to facilitate research.
- Optimize for local search: Make it easy for consumers to find local store information, such as hours, locations, and inventory, through search engines and online directories.
- Provide a seamless omnichannel experience: Integrate online and offline channels to enable smooth transitions between research and purchase phases, such as offering in-store pickup for online orders.
- Invest in knowledgeable sales staff: Train in-store personnel to assist customers and provide valuable information that complements online research.
By understanding and catering to ROBO behavior, businesses can create a more effective and satisfying customer experience that bridges the gap between online and offline channels.
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