ROPO (Research Online Purchase Offline) is a known customer behavior, but very difficult to measure.
There are too many variables involved (deals and coupons, ohter ads, seasonal effect, impulse buy, etc), that prevent a direct connection between online marketing campaigns and the offline (in-store) buying of a product.
In this case-study we tried to create a controlled setup that allowed us to measure the ROPO effect.
With a small amount in a online marketing campaign (adwords), we were able to measure an increase of 200% of in-store sales for the product.
Case Study by comOn Intelligence