Reading Time: 4 minutes The ROPO effect (Research Online, Purchase Offline) refers to an increasingly common practice among consumers who seek information about a product or service online and then make a purchase offline, in a traditional store. In an era of ubiquitous digitization and information accessibility, consumers increasingly use the Internet as a source of knowledge, comparing products, reading reviews, and then choosing a physical location to purchase. This phenomenon is fundamental to marketing, forcing the […]