Definition: Web to Store
Web to Store is a phenomenon that has been quickly adopted by Internet users since its appearance. This concept consists of collecting a maximum of information on the Internet about a product, then going directly to a nearby store to make or collect their purchase. This behavior is also called ROPO (Research Online Purchase Offline) or ROBO (Research Online Buy Offline).
Advertisers take this behavior into account and see it as a lever to accelerate sales by directing Internet users to come to their stores. Especially through mobile applications because smartphones are the most used media by future consumers. They frequently use them to carry out their various searches. This process is called Mobile To Store.
The objective of Web To Store is to generate a maximum of traffic in stores while making the consumer’s life easier.
Web To Store levers
Various actions are implemented to facilitate the Internet user’s purchasing process:
Click and Collect consists in instantly reserving an item online, without the need to pay for it. Indeed, the Internet user has about 48 hours to go to the store. Once in the store, he can try the product. If he wants, he can decide to buy it and leave with it. In the opposite case, he leaves without any constraint. Click and Collect saves the delivery or return process if the customer is not satisfied with the product;
The Product Locator helps the consumer to locate the desired item in the nearest point of sale according to the store’s stock;
Stores Locators are used to find the closest point of sale to the consumer via the location system;
Virtual visits to familiarize yourself with the store from home;
Virtual showrooms to see the items in a different way;
Online appointment booking to prepare your visit in a few clicks.