Consumers do more online research than ever before they make purchases offline – a process marketers often refer to as ROPO, or “research online, purchase offline.” For retailers, your SEO, SEM and social strategies are how you make yourself the destination for customers researching online. The next step is getting those customers into one of your store locations to make the purchase. To drive offline purchases, a cohesive location-based marketing strategy brings together store locators, review management and targeted advertising to achieve aggregate sales goals as well as those for specific locations. These strategies leverage your own website and app infrastructure and powerful platforms like Google Maps to direct calls, get leads and make it possible for customers to engage with or view inventory at the store level.