What is O2O Commerce
In The World Of Online-To-Offline (O2O) trade, businesses use their offline and online marketing channels as complements rather than competitive. A few examples are Amazon investing more than $13 billion on the acquisition due to their understanding of an undisputed fact about the consumer: despite all the excitement around devices and online services, the majority of sales take place in physical shops. 76% of people who look for products or services within their area visit a store within the same day, with most of these visits result in purchases. The estimates of Spotify show that more than 80 percent of sales will be made in the stores up to 2021 and maybe even after. These numbers show that a successful marketing strategy cannot afford to ignore offline strategies.
>How Can Marketers Optimize The O2O Experience:>
An IBM study revealed the expectations of consumers today for an engaging and exciting shopping experiences in retail stores, as they do on the internet. However the majority of companies aren't able to meet these expectations. Therefore many brands are lagging behind and leaving their customers dissatisfied with the experience and service they experience in stores. There are a variety of ways to enhance customer experience through the use of the latest technology available on your site to make shopping an pleasurable experience for shoppers and more profitable for marketers. We will look at 7 ways that businesses can improve their offline and online marketing
1. Permit Online Activities to Happen Offline
One of the most significant trends in retail is click-and collect shopping, with over 70% of shoppers using the facility to buy items on the internet and pick them up at the nearest store. This straightforward marketing tactic directs the consumer's need for instant gratification, which is the current standard, thanks to apps such as Netflix and Uber which make it easy to purchase what we want , without having to wait. This can encourage more people to go to physical stores which increases the likelihood of impulse purchase
2. Harness the Potential of Immersive Technology
The world is evolving rapidly with technology continuing to transform and disrupt industries, opening up more opportunities for businesses of all kinds. Augmented reality (AR) lets users examine and test digital products in the real world, merging reality and overlapping in an interactive environment that gives an experience unlike anything else. One example of this could be Magnolia Market. The company claims that this technology lets customers feel in awe of the experience all with the touch of their hand.
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3. Enhance personalization through data insights
The Entrepreneur website states that the standard consumer will not make a purchase until they've been exposed to a brand's messaging seven times. Although this number could differ, the message is obvious: Businesses need to connect with their customers prior to making a sale. In today's crowded and competitive online market, this is becoming more difficult especially for brand new ones. Offline marketing campaigns are susceptible to failure when companies make bad decisions using assumptions rather than solid data. Personalization has come to spotlight, and companies that invest into data analysis stand to benefit many benefits through the ability to provide a more tailored, personalized service that is responsive to the preferences of their customers. With 80% of consumers prefer to purchase from businesses that are geared towards their preferences, it's clear that personalization is a factor in quite a bit. The goal is to create an emotional connection with your customers, telling them that you're listening to them, you are able to understand them, and ultimately showing that your business is the most effective in meeting the needs of customers,
4. Prioritise Mobile-First
We're all aware that mobile devices won't go anywhere. In fact, they're fast becoming the dominant force with people choosing their phones over their desktops. Research shows that Americans spend more than 4.5 hours with their phones each day, and 80 percent of millennials are sleeping with their mobile phone close to them. The thing that might surprise you is the fact that this addiction to mobile doesn't signal that the death of offline advertising. Forrester estimates that phone sales have increased to $60 billion. However, this number is small when compared in comparison to $1 trillion of offline sales that are directly affected by mobile phone usage.
5. Link KPIs for Online and Offline Marketing
Companies must take big decisions regarding their budgets, investment plans, and marketing strategies and all of them must be able to provide the best ROI. By focusing only at online operations , and ignore offline channels, it can be more challenging to achieve. More businesses are recognizing the benefits to align their goals offline and online marketing according to research that shows that although the e-commerce team and the in-store personnel tend to operate as distinct entities, companies can be able to align their marketing and sales initiatives in a way that everyone is being in the same direction.
6. Be flexible in your campaign
It's often difficult to identify the most effective words to use or the most crucial KPIs you should set to measure the performance of any marketing effort. In the world of digital retail is in a state that is rapidly changing that impacts both offline and online marketing. As a consequence, it is impossible to make a list of your KPIs and then forget about them. There's no way to guarantee that you have a perfect set. When businesses want to enhance their offline and online campaigns it is essential to take this into consideration and consider which KPIs to modify or remove.
7. Develop Offline and Online SEO
For many businesses offline SEO is still an unanswered question. Many businesses make the mistake of not considering SEO for offline marketing, thinking it doesn't have any influence on your online performance. If customers discover a business via organic search results and it's evident the online SEO is performing well. This leads to greater expectations of offline interactions as people are more likely to visit physical stores because of reviews by customers as well as social proof and an excellent online presence. As SEO should target humans rather than machines, companies must ensure that their offline offering is focused on the needs of consumers. It must reflect your SEO online by leveraging the importance and connections the online advertising you have created.
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