Online to offline
Online to offline is a phrase (commonly abbreviated to O2O) that is used in digital marketing to describe systems enticing consumers within a digital environment to make purchases of goods or services from physical businesses.
O2O means "Online To Offline" to connect traditional business via online marketing. Via online platform, consumers can select product/service directly and do online transactions. O2O is connecting traditional business with a modern platform, advantages on both sides can be perfectly matched so consumers can enjoy good online price and the same quality offline service.
Initially, the term was applied to QR code marketing efforts, but has since evolved to cover most forms of ecommerce involving a company that has both an online presence and physical retail locations.
In the majority of cases, O2O generates leads online and then prompts the customer to go to a physical location to complete their purchase. One aspect of newer O2O initiatives is the ability to pay online and then pick up a product in a physical location. While this can be seen in Amazon's lockers, O2O typically is used to reference in-store pickups, such as ordering from a retailers online store or app, such as Target or Starbucks, and then going to a specific location to receive purchased goods. example: Alibaba’s first mall shows that O2O is a real business model.
In its early use, the phrase received criticism as illogical. However, its mass adoption has dulled much of this criticism.
|“||In the broadest sense, everything on the internet is “online to offline.”||”|
|— C. Custer|
- "Definition of O2O". PC Magazine.
- "What does O2O mean for the future of e-commerce?". Yahoo Finance.
- C. Custer (2014-10-03). "O2O is our industry's stupidest acronym". Tech in Asia.