{"id":4437,"date":"2024-04-19T12:08:56","date_gmt":"2024-04-19T10:08:56","guid":{"rendered":"https:\/\/pixelis.pl\/?p=4437"},"modified":"2024-04-19T12:21:48","modified_gmt":"2024-04-19T10:21:48","slug":"ropo-research-online-purchase-offline","status":"publish","type":"post","link":"https:\/\/pixelis.pl\/fr\/ropo-research-online-purchase-offline\/","title":{"rendered":"ROPO (Recherche en ligne, achat hors ligne)"},"content":{"rendered":"<h2 class=\"wp-block-heading\" id=\"h-czym-jest-ropo\">Czym jest ROPO?<\/h2>\n\n\n\n<p>ROPO, czyli &#8222;Research Online, Purchase Offline&#8221;, to zachowanie konsument\u00f3w, kt\u00f3re polega na szukaniu informacji o produktach w internecie, ale dokonywaniu zakupu w fizycznych punktach sprzeda\u017cy. Jest to zjawisko powszechne w wielu bran\u017cach, szczeg\u00f3lnie w przypadku dro\u017cszych lub bardziej z\u0142o\u017conych produkt\u00f3w, gdzie konsumenci chc\u0105 poczu\u0107 lub zobaczy\u0107 produkt przed finalnym zakupem. Przyk\u0142adem mog\u0105 by\u0107 elektronika, meble czy samochody.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-dlaczego-ropo-jest-wazne\">Dlaczego ROPO jest wa\u017cne?<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Wp\u0142yw na decyzje zakupowe<\/strong>: Informacje znalezione online wp\u0142ywaj\u0105 na wybory dokonywane w sklepach stacjonarnych. Konsumenci cz\u0119sto korzystaj\u0105 z recenzji, por\u00f3wna\u0144 produkt\u00f3w i wideo demonstracji, kt\u00f3re pomagaj\u0105 im podj\u0105\u0107 decyzj\u0119 o zakupie.<\/li>\n\n\n\n<li><strong>\u0141\u0105czenie kana\u0142\u00f3w sprzeda\u017cy<\/strong>: ROPO pokazuje, jak wa\u017cne jest zintegrowanie strategii online i offline. Sklepy, kt\u00f3re skutecznie \u0142\u0105cz\u0105 te dwa \u015bwiaty, mog\u0105 zwi\u0119kszy\u0107 swoj\u0105 sprzeda\u017c i poprawi\u0107 og\u00f3lne do\u015bwiadczenia klient\u00f3w.<\/li>\n\n\n\n<li><strong>Zrozumienie zachowa\u0144 konsument\u00f3w<\/strong>: Analiza ROPO mo\u017ce dostarczy\u0107 przedsi\u0119biorstwom cennych informacji o preferencjach i zachowaniach klient\u00f3w. Pozwala to na lepsze dopasowanie oferty i komunikacji marketingowej.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-webrooming-vs-showrooming\">Webrooming vs. Showrooming<\/h2>\n\n\n\n<p>ROPO jest cz\u0119sto \u0142\u0105czone z poj\u0119ciem &#8222;webrooming&#8221;, gdzie konsumenci przegl\u0105daj\u0105 produkty online, a nast\u0119pnie dokonuj\u0105 zakupu w sklepie fizycznym. Jest to przeciwie\u0144stwo &#8222;showroomingu&#8221;, gdzie klienci ogl\u0105daj\u0105 produkty w sklepie, ale kupuj\u0105 je online w poszukiwaniu lepszej ceny. Oba te zjawiska s\u0105 kluczowe dla zrozumienia interakcji mi\u0119dzy kana\u0142ami sprzeda\u017cy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-strategie-dla-przedsiebiorstw\">Strategie dla przedsi\u0119biorstw<\/h2>\n\n\n\n<p>Aby skorzysta\u0107 na zjawisku ROPO, firmy mog\u0105 zastosowa\u0107 kilka strategii:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Poprawa widoczno\u015bci online<\/strong>. Inwestycje w SEO i marketing tre\u015bci mog\u0105 zwi\u0119kszy\u0107 szanse, \u017ce informacje o produktach b\u0119d\u0105 \u0142atwo dost\u0119pne w wyszukiwarkach.<\/li>\n\n\n\n<li><strong>Zintegrowane do\u015bwiadczenie klienta<\/strong>. Zapewnienie sp\u00f3jnego do\u015bwiadczenia w sklepach online i offline poprzez dopasowanie informacji o produkcie, cenach i dost\u0119pno\u015bci.<\/li>\n\n\n\n<li><strong>Omnichannel marketing<\/strong>. U\u017cywanie danych z r\u00f3\u017cnych kana\u0142\u00f3w do personalizacji ofert i komunikacji w taki spos\u00f3b, by zach\u0119ci\u0107 klient\u00f3w do odwiedzin w sklepach stacjonarnych.<\/li>\n\n\n\n<li><strong>Wykorzystanie danych z ROPO do analizy zachowa\u0144 klient\u00f3w<\/strong>. Zbieranie i analiza danych o tym, jak klienci badaj\u0105 produkty online, mo\u017ce pom\u00f3c w optymalizacji asortymentu i strategii cenowej.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Czym jest ROPO? ROPO, czyli &#8222;Research Online, Purchase Offline&#8221;, to zachowanie konsument\u00f3w, kt\u00f3re polega na szukaniu informacji o produktach w internecie, ale dokonywaniu zakupu w fizycznych punktach sprzeda\u017cy. Jest to zjawisko powszechne w wielu bran\u017cach, szczeg\u00f3lnie w przypadku dro\u017cszych lub bardziej z\u0142o\u017conych produkt\u00f3w, gdzie konsumenci chc\u0105 poczu\u0107 lub zobaczy\u0107 produkt przed finalnym zakupem. Przyk\u0142adem mog\u0105 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100,82],"tags":[],"class_list":["post-4437","post","type-post","status-publish","format-standard","hentry","category-r","category-slowni"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ROPO (Research Online, Purchase Offline)<\/title>\n<meta name=\"description\" content=\"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pixelis.pl\/fr\/ropo-research-online-purchase-offline\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROPO (Research Online, Purchase Offline)\" \/>\n<meta property=\"og:description\" content=\"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/pixelis.pl\/fr\/ropo-research-online-purchase-offline\/\" \/>\n<meta property=\"og:site_name\" content=\"Agencja interaktywna PIXELIS Strony internetowe\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Agencja.Interaktywna.Pixelis?ref=br_rs\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-19T10:08:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-19T10:21:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/pixelis.pl\/wp-content\/uploads\/2023\/11\/logo-Pixelis-3.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"DawidM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"DawidM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/\"},\"author\":{\"name\":\"DawidM\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#\\\/schema\\\/person\\\/0341341b1ecbf5b4c02b02997f026c34\"},\"headline\":\"ROPO (Research Online, Purchase Offline)\",\"datePublished\":\"2024-04-19T10:08:56+00:00\",\"dateModified\":\"2024-04-19T10:21:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/\"},\"wordCount\":365,\"publisher\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#organization\"},\"articleSection\":[\"R\",\"S\u0142ownik\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/\",\"url\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/\",\"name\":\"ROPO (Research Online, Purchase Offline)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#website\"},\"datePublished\":\"2024-04-19T10:08:56+00:00\",\"dateModified\":\"2024-04-19T10:21:48+00:00\",\"description\":\"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/pixelis.pl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"ROPO (Research Online, Purchase Offline)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#website\",\"url\":\"https:\\\/\\\/pixelis.pl\\\/\",\"name\":\"Agencja interaktywna PIXELIS Strony internetowe\",\"description\":\"Sklepy Internetowe, Strony Internetowe\",\"publisher\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#organization\"},\"alternateName\":\"PIXELIS.PL\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/pixelis.pl\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":[\"Organization\",\"Place\"],\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#organization\",\"name\":\"PIXELIS.PL Agencja Interaktywna\",\"alternateName\":\"PIXELIS.PL\",\"url\":\"https:\\\/\\\/pixelis.pl\\\/\",\"logo\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#local-main-organization-logo\"},\"image\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#local-main-organization-logo\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Agencja.Interaktywna.Pixelis?ref=br_rs\",\"https:\\\/\\\/www.instagram.com\\\/pixelis.pl\\\/\"],\"address\":{\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#local-main-place-address\"},\"geo\":{\"@type\":\"GeoCoordinates\",\"latitude\":\"50.79047300000001\",\"longitude\":\"20.5972909\"},\"telephone\":[\"604775501\"],\"openingHoursSpecification\":[{\"@type\":\"OpeningHoursSpecification\",\"dayOfWeek\":[\"Monday\",\"Tuesday\",\"Wednesday\",\"Thursday\",\"Friday\",\"Saturday\",\"Sunday\"],\"opens\":\"09:00\",\"closes\":\"17:00\"}],\"email\":\"kontakt@pixelis.pl\",\"areaServed\":\"Polska i Europa\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/#\\\/schema\\\/person\\\/0341341b1ecbf5b4c02b02997f026c34\",\"name\":\"DawidM\",\"url\":\"https:\\\/\\\/pixelis.pl\\\/fr\\\/author\\\/dawidm\\\/\"},{\"@type\":\"PostalAddress\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#local-main-place-address\",\"streetAddress\":\"ul. Kasztanowa 34\",\"addressLocality\":\"Bilcza\",\"postalCode\":\"26-026\",\"addressRegion\":\"\u015awi\u0119tokrzyskie\",\"addressCountry\":\"PL\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/pixelis.pl\\\/ropo-research-online-purchase-offline\\\/#local-main-organization-logo\",\"url\":\"https:\\\/\\\/pixelis.pl\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Pixelis.jpg\",\"contentUrl\":\"https:\\\/\\\/pixelis.pl\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Pixelis.jpg\",\"width\":601,\"height\":600,\"caption\":\"PIXELIS.PL Agencja Interaktywna\"}]}<\/script>\n<meta name=\"geo.placename\" content=\"Bilcza\" \/>\n<meta name=\"geo.position\" content=\"50.79047300000001;20.5972909\" \/>\n<meta name=\"geo.region\" content=\"Pologne\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"ROPO (Recherche en ligne, achat hors ligne)","description":"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/pixelis.pl\/fr\/ropo-research-online-purchase-offline\/","og_locale":"fr_FR","og_type":"article","og_title":"ROPO (Research Online, Purchase Offline)","og_description":"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.","og_url":"https:\/\/pixelis.pl\/fr\/ropo-research-online-purchase-offline\/","og_site_name":"Agencja interaktywna PIXELIS Strony internetowe","article_publisher":"https:\/\/www.facebook.com\/Agencja.Interaktywna.Pixelis?ref=br_rs","article_published_time":"2024-04-19T10:08:56+00:00","article_modified_time":"2024-04-19T10:21:48+00:00","og_image":[{"width":1280,"height":640,"url":"https:\/\/pixelis.pl\/wp-content\/uploads\/2023\/11\/logo-Pixelis-3.jpeg","type":"image\/jpeg"}],"author":"DawidM","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"DawidM","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#article","isPartOf":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/"},"author":{"name":"DawidM","@id":"https:\/\/pixelis.pl\/#\/schema\/person\/0341341b1ecbf5b4c02b02997f026c34"},"headline":"ROPO (Research Online, Purchase Offline)","datePublished":"2024-04-19T10:08:56+00:00","dateModified":"2024-04-19T10:21:48+00:00","mainEntityOfPage":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/"},"wordCount":365,"publisher":{"@id":"https:\/\/pixelis.pl\/#organization"},"articleSection":["R","S\u0142ownik"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/","url":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/","name":"ROPO (Recherche en ligne, achat hors ligne)","isPartOf":{"@id":"https:\/\/pixelis.pl\/#website"},"datePublished":"2024-04-19T10:08:56+00:00","dateModified":"2024-04-19T10:21:48+00:00","description":"ROPO (Research Online, Purchase Offline) to zjawisko, gdzie klienci szukaj\u0105 informacji o produktach online, a zakupy dokonuj\u0105 stacjonarnie.","breadcrumb":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/pixelis.pl\/"},{"@type":"ListItem","position":2,"name":"ROPO (Research Online, Purchase Offline)"}]},{"@type":"WebSite","@id":"https:\/\/pixelis.pl\/#website","url":"https:\/\/pixelis.pl\/","name":"Sites Web de l&#039;agence interactive PIXELIS","description":"Boutiques en ligne, sites web","publisher":{"@id":"https:\/\/pixelis.pl\/#organization"},"alternateName":"PIXELIS.PL","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/pixelis.pl\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":["Organization","Place"],"@id":"https:\/\/pixelis.pl\/#organization","name":"Agence interactive PIXELIS.PL","alternateName":"PIXELIS.PL","url":"https:\/\/pixelis.pl\/","logo":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#local-main-organization-logo"},"image":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#local-main-organization-logo"},"sameAs":["https:\/\/www.facebook.com\/Agencja.Interaktywna.Pixelis?ref=br_rs","https:\/\/www.instagram.com\/pixelis.pl\/"],"address":{"@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#local-main-place-address"},"geo":{"@type":"GeoCoordinates","latitude":"50.79047300000001","longitude":"20.5972909"},"telephone":["604775501"],"openingHoursSpecification":[{"@type":"OpeningHoursSpecification","dayOfWeek":["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday","Sunday"],"opens":"09:00","closes":"17:00"}],"email":"kontakt@pixelis.pl","areaServed":"Polska i Europa"},{"@type":"Person","@id":"https:\/\/pixelis.pl\/#\/schema\/person\/0341341b1ecbf5b4c02b02997f026c34","name":"DavidM","url":"https:\/\/pixelis.pl\/fr\/author\/dawidm\/"},{"@type":"PostalAddress","@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#local-main-place-address","streetAddress":"ul. Kasztanowa 34","addressLocality":"Bilcza","postalCode":"26-026","addressRegion":"\u015awi\u0119tokrzyskie","addressCountry":"PL"},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/pixelis.pl\/ropo-research-online-purchase-offline\/#local-main-organization-logo","url":"https:\/\/pixelis.pl\/wp-content\/uploads\/2023\/11\/Pixelis.jpg","contentUrl":"https:\/\/pixelis.pl\/wp-content\/uploads\/2023\/11\/Pixelis.jpg","width":601,"height":600,"caption":"PIXELIS.PL Agencja Interaktywna"}]},"geo.placename":"Bilcza","geo.position":{"lat":"50.79047300000001","long":"20.5972909"},"geo.region":"Pologne"},"_links":{"self":[{"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/posts\/4437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/comments?post=4437"}],"version-history":[{"count":0,"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/posts\/4437\/revisions"}],"wp:attachment":[{"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/media?parent=4437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/categories?post=4437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pixelis.pl\/fr\/wp-json\/wp\/v2\/tags?post=4437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}