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What is Online-to-Offline (O2O) Marketing?

Online-to-offline (O2O) commerce is a business strategy that draws potential customers from online channels to make in-person purchases in retail spaces. At PUBLiSH, we strive to attract customers in an online environment, and entice them to support the business in real life.

Business owners understand they need to reach people where they are – and these days, that’s predominantly online. In fact, some research suggests more than 60 percent of shoppers dig for information on products online before making a purchase. The O2O model creates brand awareness behind the screen, while also promoting an entirely different brand experience in the physical store, compelling shoppers to visit the retail location and make their final purchases offline.

Examples of O2O marketing include in-store pick-up of items purchased online, allowing items purchased online to be returned at a physical store, and allowing customers to place orders online while at a physical store. By employing any of these tactics, you can achieve strong retail/offline sales and build stronger relationships with customers while also giving them more choices.

How Amazon adopted O2O Marketing

Amazon, the leader in online commerce, is one of many brands that have invested in O2O marketing. The tech giant’s $13.7 billion acquisition of Whole Foods in 2017 has allowed customers to pay with their Amazon Prime credit card at the grocery chain and earn 5% rewards, the same as if you used your Amazon card to pay online.

Businesses that have both an online and offline presence should not treat the two different channels as competitors, but rather as complementary. We believe the in-store experience should be an extension of the online experience.

Does your business need assistance in making your in-store and digital experience more seamless? Book a consultation with us to explore how we can help you.


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