There have been many surveys on the topic, but it seems that around 87% of consumers research products online before buying them in person or in a store.  This phenomenon has been named "ROBO" - research online, buy offline.  People will use a search engine for product reviews, price comparisons, etc and then look for the best local source to actually make the purchase.

I would like to introduce a new variation on this concept - "ROTOBO" - or research online, TOUCH offline, buy online.

Some products can be purchased at some discount online, but many people are hesitant to purchase without first seeing and "touching" the product "in person".  Products that fall into this category are flat screen televisions, white goods, etc.

For example, let's say I was looking for a new LCD television. 

I would first research the authority sites and check product reviews, user comments, etc.  From this, perhaps I would select a television such as the "Sony KDL32W400".  (Research Online - RO)

This is a television that is sold at stores like John Lewis and Currys - and so I would visit these first to see if I really like it.  (Touch Offline - TO).

But as we are all painfully aware, we're currently in the middle of the "credit crunch" and so I want to save a few pennies.  I therefore consider purchasing this online if I can save money.  So back to Google and perhaps GoogleBase to search for the cheapest supplier from where to purchase it.  (Buy Online - BO).

The lesson here is about awareness.. if you sell products that could fall into the ROTOBO category, are you keeping an eye on your competitive offering?  Can you meet or beat all Internet prices (including shipping)?  Can you offer additional value or premiums for purchasing offline?  

Your online marketing has paid off by bringing the customer into your shop - don't lose them now...