How O2O Marketing Helps To Become Closer To Users
The online-to-offline trading format allows non-network business representatives to become closer to consumers.
“Online-offline” marketing (O2O) is an innovative form of trading or business strategy, which is aimed at attracting potential customers to traditional stores from the Internet. This format combines virtual and physical markets. Non-profit organizations involved in online commerce will benefit from exploring this model. It will help attract online users who are not indifferent to your social work to offline events: charity events, festivals, concerts.
A sales channel such as Online-to-Offline Marketing is often used as an addition to “pure” online shopping, which allows reaching the maximum number of customers. Its target audience is Internet users who prefer to go to real stores and shop without waiting for delivery. Generation and management of customer flows is carried out through specialized tools, for example, using online coupons, QR codes, and special offers from mobile payment systems.
The O2O model is designed to identify the client on the Internet, for example, through email newsletters, contextual advertising. The idea of the O2O model is to encourage the client to leave the Internet space and send him to various offline platforms, for example, shopping centers.
To do this, marketing technologies are used. Thanks to the client base of the online resource, you can control the behavior of clients. The O2O model has its own type of client: Internet users who do not want to wait for delivery, but prefer to visit real stores and make purchases right away.
With the advent of e-commerce, retailers were worried that competing with e-commerce companies would be extremely difficult. Traditional stores had high costs in the form of rent, a large staff, limited space, which did not allow to offer a wide selection of goods. Online stores saved on small staff salaries and offered more products.
Now some companies have an online presence, and in a physical store. These two formats complement each other, but do not compete. The purpose of O2O trading is to post information about products and services online, allowing potential customers to explore various offers. And then invite them to visit the store to make a purchase.
Methods of “online offline” marketing:
- creation of pick-up points for online orders based on retail stores or warehouses;
- the ability to return goods to a physical store;
- the ability to make an order online in the store;
- Special offers: online discount coupons, QR codes, participation in an online game.
The market is forced to follow the consumer and respond to his technical requests. The modern user is used to quickly and conveniently perform all operations online.
That is why such large technology companies as Uber, Airbnb or Open Table already use the O2O model at a new level: the consumer can order services and goods using a smartphone.
Retailers should pay particular attention to the gender differences of buyers in order to drive sales. Many have already begun to actively use this knowledge – for example, Baidu Nuomi, an online collaborative shopping service, plans to bring more baby and beauty products to the market. The company explains this decision as “strengthening the position of women in the shopping process.” Interestingly, women have overtaken men in spending since at least 2015, and the gap becomes more apparent during the holidays, for example, the Chinese counterpart of Valentine’s Day – Qixi.
The shoe company ECCO launched a mobile game and invited everyone to test the shoes for durability and water resistance. To do this, you had to walk in it in a special device for three minutes. The campaign attracted 34 thousand people and increased sales by more than 3 times. Olay’s cosmetics company, Mother’s Day, launched an online questionnaire on WeChat to help women determine their skin type. In addition to this, the company offered them coupons for a taxi ride from Didi Kuaidi to conduct an additional test in the store.
In addition to children’s and cosmetic products, women make more purchases in the sectors of fitness, hotels and other areas related to leisure. Restaurants, travel and movies are the three main shopping categories through the O2O channel in China.
An important feature of women’s online shopping is the fact that the “beautiful half” of the Internet audience makes purchases not only for themselves, but also for parents, children and husbands.
Summing up, we can say that it is important not only to provide high-quality goods and services, but also to pay attention to the specifics of the consumer audience, developing specialized “targeted” offers for it. Of course, most of the goods purchased by women are universal, but still it is worth taking the place of shoppers and looking at the buying process with their eyes.