What is it?

Research online, buy offline (known as ROBO) is the ever-growing trend of consumers seeking out online reviews, studying topic forums, even falling down #hashtag rabbit holes as they evaluate their product options before purchasing an item in-store.

What’s happening?

Consumers are increasingly looking to strangers online for help in purchase decisions. While it is not news that consumers conduct research online before making a purchase, what is new is the increase of online research for low ticket items. Specifically, the rise in use of mobile in-store to research.

In a world with an abundance of options, data paralysis on store shelves is very real. Nearly half of all women report that they are overwhelmed by all the product choices available.^[1] Over-choice paired with the fact that nearly every shopper has a smartphone in his or her pocket has resulted in ROBO becoming a key point of the consumer journey. In fact, 82% of smartphone users consult their phones on purchases they’re about to make in a store.^[2] While in-store research typically consists of looking at reviews and ratings, consumers are increasingly asking for suggestions on social and looking at user generated content (UGC) as well.

No Purchase is Too Trivial

Google’s search data shows that searches for words like BEST and REVIEW have increased YOY and that these searches are growing at a higher rate for “low-consideration” products than “high-consideration” products.^[3]

Just as there has been growth in mobile searches for “best,” Google reports seeing a growth in mobile searches for “worst.” Google reports a 1.5X increase in mobile searches ending with “to avoid” in the past two years.^[4] For example, consumers are looking for “cooking oil brands to avoid” or “refrigerators to avoid.”

Social Proof Informs Shopping

Increasingly, consumers are looking for advice from other consumers—not from brands. Consumers want to hear about experiences with brands from people like them. UGC has given researchers access to word-of-mouth recommendations at unprecedented scale.^[5] ROBO makes this connection possible while walking down an aisle. A study from Pew Research Center reports that 62% of in-store shoppers use their phone to look up online reviews before making a purchase^[6] and 82% of consumers say that the content of a review has convinced them to make a purchase.^[7] The value of positive consumer commentary cannot be undervalued.

Brands Bringing Consumer Feedback to Life:

Pinterest has incorporated a new feature, the ‘I’ve Tried It Checkmark’ making it easy to see and leave feedback on pins across categories.

Pawstruck combined UGC with customer reviews to create Facebook ads. This powerful combination increased conversion and allowed the brand to authentically connect with puppy parents.

What are the implications?

• When thinking through search optimization (or even prompts for UGC) think about both lifestyle and product terms. As Google notes, advice isn’t one size fits all. Sometimes it is product decisions consumers are looking for (“best anti-aging skin care products”), and sometimes it’s more lifestyle related (“best skin care routine for ’30s”). Explore search data for your own category. What is the range of things that people want to know?

• Make leaving reviews & ratings easy. Build in the ability to easily review products on your sites. If this isn’t possible, use social listening to find testimonials from pleased consumers and incorporate these organically on owned platforms.

• When offering multiple products in the same category, make the differences easy to decipher so that buyers don’t just default to the less expensive option. Even if owned sites don’t allow for e-commerce, put as much content on your product pages as possible.

• And, of course, make sure that content is easy to find and navigate on mobile devices.