The greatest enemy of a marketer is repetitive, tedious tasks that keep you from focusing on your most important missions. This is where marketing automation comes into play and can make a real difference.   An increasing number of companies are using this technique to save valuable working hours, improve their sales performance and strengthen their relationship with customers and prospects. 

How to integrate ROPO into your digital strategy?

Have you heard of the ROPO effect also known as Research Online Purchase Offline? This approach is associated with the digital marketing strategy that links "web to shop" and "shop to web". It should not be underestimated because ROPO modifies the purchase path of Internet users. To integrate this technique effectively, companies should adapt their digital strategy to run in parallel with their in-store merchandising strategy. ROPO touches everyone today thanks to the democratization of the Internet. By conducting online research beforehand, the consumer will be able to gather a maximum of information from blogs, customer reviews, and online promotions as well as from price and product comparisons. In addition to the fact that this increased search for information reassures the Internet user, it is especially used to give the Internet user the impression of making an intelligent purchase decision that specifically meets their needs.