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.
This research paper from Quadrant Knowledge Solutions includes detailed analysis of the global SD-WAN market in terms of short-term and long-term growth opportunities, emerging technology trends, market trends, and future market outlook.