Optimizing Outcomes by Understanding the Path to Purchase | Case Study for Rekhaprocity Labs

A leading mobile technology player approached Rekhaprocity Labs with a clear challenge: they wanted to understand how customers interact with their online and offline touchpoints during the purchasing journey.

In particular, the company was keen to explore the Research Online, Purchase Offline (ROPO) effect — where consumers gather information on digital platforms but complete their purchase in physical stores. Insights into this pattern would be vital for shaping acquisition, retention, and cross-channel engagement strategies.

Approach

Rekhaprocity Labs designed a four-week research study to map customer behavior end-to-end.

• Consumer Behavior Tracking: We monitored browsing habits and purchase intentions across a representative sample of potential buyers in the mobile technology market.

• Blended Methodology: Our approach combined digital tracking of web activity with quantitative online surveys. This hybrid method ensured both behavioral and attitudinal insights.

• Focus on Touchpoints: Every interaction — from social media to e-commerce websites to physical stores — was analyzed for its role in shaping decisions.

Outcomes

The study uncovered powerful insights:

1. Multichannel Marketing Drives Results

   Customers interact with multiple platforms before making a purchase. A well-integrated strategy across online and offline touchpoints significantly boosted acquisition and loyalty KPIs.

2. Social Media: Influential but Overrated for Sales

   While social media plays a critical role in influencing consumer choices, its actual contribution to final purchase conversions is lower than commonly believed. This distinction helped our client recalibrate their media investments.

3. Improved Media Strategy & UX

   Using our insights, the client reshaped their channel mix, ensuring resources were directed to the platforms that matter most. They also made targeted website user experience improvements to reduce friction in the research phase.

4. Harnessing Influence of Social Media

   Rather than treating social media as a direct sales channel, the client redefined its role as a powerful influence driver, guiding consumers seamlessly toward final purchase points.

Impact

The project empowered the client to:

• Increase customer acquisition efficiency.

• Strengthen retention and loyalty programs.

• Build a data-driven, multichannel strategy aligned to actual consumer behavior.

• Optimize resource allocation across the digital ecosystem.

By uncovering the nuances of the modern consumer journey, Rekhaprocity Labs helped the client move from assumptions to evidence-based strategy — setting the stage for sustainable growth in a highly competitive industry.