Offline-Online Integration: Omni-channel Marketing

For a quick definition, one might say Offline-Online (O2O) Integration is anything digital which brings people to shop offline, in real-world stores. Famous O2O start-ups in the West include Groupon, OpenTable, Uber for instance. Primarily these tech companies are connecting Offline Business to online via O2O integration and it makes sense. After all, e-commerce is still a small share of all retail sales globally, from 1 to 15% in countries as different as the US, UK, China and India. However, in China, O2O as a concept is so visible and successful because, in China technologies and the hunt for convenience have made it a big phenomenon, with lots of local success stories. The reason, sheer number of people connected on mobile, on mobile internet, and, even more, on powerful mobile internet. It is only matter of time that this success is replicated in all the countries mentioned above and hence important that marketers actually start focusing on ‘O2O Integration’ thru omni-channel marketing.

As more and more customers go online to buy, opportunities abound for brands and retailers that can deliver a comprehensive experience that is with the customer every step of the way. Hence, the need of omni-channel operations, as brick-and-mortar retailers go online.

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Mobile First approach

The growth of mobile internet connectivity, speed and internet-connected devices like Smart Phones, Tablets, Tablet PC’s, Netbooks and Terminals enabled O2O Commerce to thrive and “closing” the loop. For retailers, this holds out the alluring prospect of identifying customers based on their specific location, enticing them into the store, and interacting with them while they shop. As for customers, mobile enables actions to be taken in the moment, which can create a much more local focus.

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Stay Customer-Centric

Today, customers using mobile devices are driven offline based on online information like e-coupons, store locators or customers are propelled online through call for actions in the offline world, like: QR codes & mobile payment systems. This may seem difficult to manage if the marketers are remote from the store. Hence essential is to automate the response through marketing automation coupled with Big Data Analysis and real time information about the product and services

• Provide Locations: Finding out what stores and brands are nearby and prioritize them based on preference
• Provide Real Time Info: Providing all info regarding various stores at various locals with real time info on inventory, prices, availability along with latest info on products & services added or deleted.
• One Click Social Media Sharing: Sharing their experience of shopping including & regarding various products, quality, prices and offers etc..

• Personalized and Customize: Use Analytics to help customer make decision by providing comparison, pricing, offers, deals on their favorite brands and products.
• Integrate Payment/Wallet: Allow customers to pay without queuing up via in App Payment, Wallet and other online payment methods.
• Easy to Manage & Access: User friendly platform to manage customers loyalty programs, coupons, in-store promotions, returns, exits and entry in all programs
• Native and Non-intrusive advertising : Personalized and customized on demand communication based on contextual advertising based on machine learned intelligence
• Be the neighborhood guide: The local conditions regarding, whether, parking, roads, temp changes etc. for access etc.

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Use Integrated Technology

• Use Omni channel eCommerce Software: Use Software Solutions that helps retailers to create a unified eCommerce platform connecting to existing information systems. Retailers empowered with an integrated solution which offer shoppers an interactive and fully unified shopping experience. Mobile optimization for smart phone, tablet and POS terminals will play an important role closing the loop in O2O.
• Multi-device integration: Retailers should have software eCommerce solutions with a single infrastructure servicing different devices as desktop, tablet, smart phone and POS terminals. Keeping shopping experience unified & simple.
• Integrations with ERP & BI Systems: Unification of financial systems, accounting systems, stock management and CRM systems is an important step in “closing” the operational loop. Software should help to integrate legacy systems.
• In-store Digital Brand Experience: As the offline Digital Brand Experience is increasingly gaining importance, the inclusion of QR code displays, AR interaction and Interactive Outdoor Shopping Windows are inevitable. The need is to have an in-store Digital Brand Experience.
• Integrated Order Solutions: As an extension of the Digital Brand Experience customers can login offline and can manage account information, wish lists, product orders and process payments. Need is to bring in appropriate Hardware & include Software solutions.
• Distribution Incentive Management: Including distribution incentive systems for wholesalers & dealers are an integral part of an Omni channel operation strategy in large geographies. The retailers should enable evaluation of service levels and calculation of corresponding incentives.

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Every retailer needs to find ways to keep the dialogue with its customer in creating loyalty and growing their business. Online shopping will never replace the need for physical stores, however in the coming years the roles will change. The Offline will play a stronger role in the overall “digital” brand experience and the expectation customers have offline. Therefore, Offline-Online Integration with above Omni-channel Marketing strategy is must for all concerned.

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This was published earlier this month @ http://themartechblog.com, forum for the best Marketing and Branding Professionals across the World to express themselves and share their wealth of knowledge with the World, while creating a robust platform for idea exchange within their peer group.

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