Online? Offline? Both! The modern customer only buys online, which is why stationary retail is dying out - is this statement true? No. Because despite e-commerce, retail is still very “alive”. However, shopping behavior has changed significantly in recent years. The customer journey - the consumer's journey from the first expression of interest to the purchase - is sometimes very complicated and "confused". A clear picture emerges, which is referred to as the ROPO effect.