In recent years, with the growth of e-commerce sites due to the spread of the Internet, marketing that is conscious of O2O (Online to Offline) has been attracting attention.
O2O is a marketing strategy that companies use to guide users they have come into contact with through SNS sites to become their own customers.
With online shopping becoming a common activity and the market expected to expand further in the future, what kind of measures will be needed to make O2O a success?
We will explain the meaning of O2O, examples of its use, and the difference between OMO and omnichannel.
Reference source:
What does O2O mean? Differences with omnichannel and points you need to know to implement it
What is O2O?
O2O is an abbreviation for Online to Offline, and is a marketing strategy that links and guides customers who have contact online to offline stores.
As the usage rate of social networking services (SNS) has continued to increase in recent years, many of the places where companies and consumers have “contact” are now on the web. O2O is an initiative to encourage online users to visit physical stores that are offline, such as issuing discount coupons that can be used at stores and preparing gifts that can be obtained by GPS check-in detection. It’s a strategy called.
What is the difference between OMO, omnichannel, and multichannel?
While O2O is Online to Offline, “OMO” is Online Merges with Offline.
Its meaning is “to merge the online and offline sides.” It’s about removing boundaries and giving customers a better experience on both sides.
Similar measures include omnichannel (using online and offline without being conscious of it) and multichannel (providing multiple sales channels to meet needs).
The key point in both cases is that they differ from the purpose of O2O, which is “guiding customers.”
While O2O can be expected to have an immediate effect on attracting new customers to the store, other measures are long-term measures, such as aiming to increase the overall customer repeat rate.
Reference source:
What does O2O mean? Differences with omnichannel and points you need to know to implement it
Points for utilizing O2O
The following are the means to effectively introduce and utilize O2O.
- Information posted on portal site
Increase your company’s awareness by posting information. The key is to actively promote the differences between your company and other companies and your company’s appealing points.
UNIQLO success story/Points that lead to O2O success
Uniqlo’s O2O was based on app advertising. Distribute discount coupons exclusively to your mobile members. The idea is that if you display a coupon when paying at a store, you can get the item at a “special price.”
Through this initiative, Uniqlo succeeded in attracting its online customers to its physical stores.
Furthermore, we are working on an “omnichannel” strategy where customers can scan a special barcode on a product at a physical store and be linked to an online app, allowing them to view product reviews on the spot. There is. This can be said to be an example of success in guiding customers from offline to online.
Reference source:
What does O2O mean? Differences with omnichannel and points you need to know to implement it
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summary
O2O is an effective marketing strategy for promoting consumer purchasing behavior.
Now that online consumption behavior is well established, O2O measures to guide customers from online to offline are expected to become even more important in the future.
By coming up with unique and effective measures for companies, such as working on omni-channel at the same time as O2O, it should lead to big profits.
Reference source:
What does O2O mean? Differences with omnichannel and points you need to know to implement it