What is O2O?
Online to Offline Business is the concept to get customers into a physical store via web based marketing and customer acquiring structures.
Offline shops want to use the web based structures to promote products to guide the digital buyers into physical stores. Retailers use the advantages online technologies have to increase sales and the amount of buyers.
New York Times has called this concept “Show-Rooming” and defines the sales behaviour of customers, just getting into a physical store to test or feel products, before they finally make the order online.
Retailers had to react to this as their sales dropped drastically. Some of the techniques they offered are:
– Collect and return in the store
– 24/7 pickup boxes
– Special events in store
– Special offline prices
Online marketing is, in this case, the key factor. Setting up intelligent customer journey showing the benefits for the customers actually made them to visit the store
Many retailers have also opted for hybrid solutions, the so called seamless commerce.
Store owners saw the advantages online commerce has and as they had to setup the marketing structure in any case they also opened an online version of the shops. So they can serve both markets at one. Using the advantages of online commerce and mixing it up with physical store experience is a key element in growing sales and getting more customers.
If you want to know more about seamless commerce, O2O or online commerce please get in touch with us.
“Having an intelligent e-commerce structure makes your business life much easier. ”