ROBO (Research Online, Buy Offline)
A buying pattern where consumers research products online, then complete the purchase in a physical store.
Explanation
ROBO, also called ROPO (research online, purchase offline) or webrooming, describes shoppers who compare prices, read reviews, and gather information online before buying in person, often to see or handle the product first or to avoid shipping delays. It is the mirror image of showrooming, where shoppers check a product in-store and then buy it online. For marketers, the pattern means online content, reviews, and search visibility directly influence in-store sales even when the final transaction leaves no online trail. That complicates attribution and makes omnichannel measurement harder to skip.
Related terms
Webrooming, Showrooming, Digital Maturity
Turkish definition
Tüketicilerin bir ürünü çevrimiçi araştırdıktan sonra fiziksel bir mağazadan satın aldığı alışveriş davranışı.
Source: MMA Academy Sözlük