Case Study: Darjeeling achieves ROPO insight — 40% of customers visit the website before buying offline with OWOX BI

ROPO Analysis Proves that 40% of Customers Visit the Company’s Website before Buying Offline

Darjeeling, a leading French lingerie retailer founded by Groupe Chantelle with 155 stores and over 8.7 million annual store visitors, engaged OWOX to address a key measurement gap: online sessions that influenced offline purchases were not being counted in ad-channel revenue estimates. Darjeeling collected web behavior in Google Analytics and order data in a French-language CRM with a different structure, so marketers couldn’t reconcile online and offline data to measure how digital marketing drove in-store sales. OWOX (using OWOX BI Pipeline and analyst support) was brought in to link these systems and quantify online-to-store (ROPO) effects.

OWOX implemented a pipeline to load web session data and CRM order data into Google BigQuery, merged records by user_id, transaction_id and time, and built interactive Google Data Studio dashboards. As a result, Darjeeling found that 85% of ROPO purchases occur within 14 days, ROPO share varies 5–15% monthly, and the true contribution of online channels is 7–19% of total sales (versus the previous 3–6% estimate). With OWOX’s solution, monthly attributed online revenue rose from €8,400 to €100,700 in the reviewed period and Darjeeling estimated that 30–40% of customers visit the website before buying offline, enabling better ROI calculations and reallocation of marketing budget.

Darjeeling