Retail Trends: “The Precision Shopper” and the Demise of ROBO

May 5, 2008 by anne

ROBO was a term coined by Yahoo to describe those shoppers who ‘research online buy offline,’ a phenomenon increasingly documented by marketers who want to understand how to balance online and offline advertising.

Increasingly, the term “Precision Shoppers,” is being used instead of ROBO to describe these  online consumers who utilize online information resources to “ discover and evaluate products, compare them and find where they can be purchased."

So, what does this mean to retail marketers and business owners?

If you’re not utilizing your online channel to promote offline as well as online sales, says eMarketer, you’re missing a sizable revenue opportunity. Now is the time, if you haven’t already done so, to begin incorporating cross-channel strategies into your marketing mix. 

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