Today, the “real world” and the internet are hardly separate entities. What happens online directly affects what happens offline and vice versa. This is great news for businesses, as long as they can leverage their local online marketing properly.

Online shopping still makes up a large portion of consumer activity, but offline shopping does not appear to be going anywhere. Indeed, local searches dominate the consumer landscape, with 93% of consumers shopping at stores less than 20 minutes away from them.

Of course, even if people prefer to do their shopping in person, most prefer to utilize their smart devices to do online research, whether they are looking up reviews, showtimes, or local bites. In other words, the online and offline worlds are inextricably linked.

Converting Online Activity to Offline Foot Traffic

The ROPO effect, which stands for “research online, purchase offline,” is a strong indicator of this connection between the internet and the real world. All brands should take note of this phenomenon, as 90% of consumers (who shop either online or offline) are influenced by online reviews and information.

Business can use the ROPO effect to their advantage by improving their online local marketing solutions. This includes focusing on reputation management and online customer engagement, as well as maintaining accurate local listings. The easier it is for users to discover your business and engage with it, the more likely they will be to visit your locations and make a purchase.

See Our Infographic for More Eye-Opening Stats on Local Search and Sales

We have only scratched the surface on the relationship between online consumer engagement and offline sales. For more details on online local marketing and consumer trends, check out this infographic. Here you will find 15 surprising statistics that every modern brand should know about and act upon to boost their sales.