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O2O TO YOU
@OUTREACHDIGIT
CONTENTS
• INTRO
• DEFINITION
• MACRO APPROACH
• MICRO APPLICATION
• WHAT’S NEXT?
• QUESTIONS
INTRO
SPEAKER : PIERRE ERFAN
• Head of Account Management
• Greenlight Power – E-commerce platform and Customer Success
• 9 year...
SPEAKER : PIERRE ERFAN
• Pretty good cat cushion
O2O
• Currently 3rd result on
Google search
• (link)
DEFINITION
O2O – WHAT IS IT?
• “Online-to-offline commerce is a business strategy that draws potential
customers from online channels...
MACRO APPROACH
• Well…
O2O – JUST A
BUZZWORD?
O2O – WHY?
• “New” corporate strategy
• App gold rush (mobile payment)
• E-commerce sales still only 7.5% of retails sales...
O2O – EXAMPLES
• In-Store pick-up
• In-Store online order
• Direct marketing of online offers
• Online push of geo-localiz...
O2O – PURPOSE?
• Consumers : Seamless transition between shopping and browsing,
customized purchasing experience, savings ...
O2O – MAIN TRENDS
• On-Demand Economy: instant customer satisfaction, outsourced
workforce
• Full Stack Start-Up: End-to-e...
MICRO APPLICATION
O2O – FROM MACRO TO MICRO
• Translates into business model philosophy
• Ensure the transfer and conservation of your custo...
O2O – HOW?
• Seamless transition : shortened URLs + dedicated landing pages,
“recognition” app
• Customized experience : u...
O2O – HOW?
Is all your data able to synergize?
• Are UX Analysts talking to Store
Managers?
• How is Customer Service cont...
O2O – CUSTOMER LIFECYCLE
• What is your user story? Are you
looking at the entire journey?
• Are you reaching out (or
reac...
O2O – BLOCKERS
• Management mentality
• Organizational legacy
• Cost
• Distributors power balance
WHAT’S NEXT?
O2O – WHERE SHOULD WE LOOK?
• Watch the Asian markets : Baidu, Alibaba, and Tencent are moving hard
and fast (e.g. Singles...
THANK YOU! QUESTIONS?
@outreachdigit
• Too broad?
• “On-demand Economy” “Full Stack Start-Up” http://www.ft.com/cms/s/0/6621068e-3c1b-11e5-
8613-07d16aad2152.h...
Online to Offline eCommerce
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Online to Offline eCommerce

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Pierre Erfan is e-commerce marketing expert who's got years of managing international e-commerce clients under his belt. In this talk we had a look at what lies behind this term and what it means to e-commerce professionals.

Published in: Business
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Online to Offline eCommerce

  1. 1. O2O TO YOU @OUTREACHDIGIT
  2. 2. CONTENTS • INTRO • DEFINITION • MACRO APPROACH • MICRO APPLICATION • WHAT’S NEXT? • QUESTIONS
  3. 3. INTRO
  4. 4. SPEAKER : PIERRE ERFAN • Head of Account Management • Greenlight Power – E-commerce platform and Customer Success • 9 years of experience in e-commerce and digital marketing • Electrolux, Harper Collins, Hoover, Club Med, 20th Century Fox, Philips Consumer Lifestyle
  5. 5. SPEAKER : PIERRE ERFAN • Pretty good cat cushion
  6. 6. O2O • Currently 3rd result on Google search • (link)
  7. 7. DEFINITION
  8. 8. O2O – WHAT IS IT? • “Online-to-offline commerce is a business strategy that draws potential customers from online channels to physical stores. Online-to-offline commerce, or O2O, identifies customers in the online space, such as through emails and internet advertising, and then uses a variety of tools and approaches to entice the customer to leave the online space. This type of strategy incorporates techniques used in online marketing with those used in brick-and-mortar marketing.” (link)
  9. 9. MACRO APPROACH
  10. 10. • Well… O2O – JUST A BUZZWORD?
  11. 11. O2O – WHY? • “New” corporate strategy • App gold rush (mobile payment) • E-commerce sales still only 7.5% of retails sales in US (Q1 2015, link) • “Chinese O2O market is more than $150 billion in size” (link) • Current fastest growing companies are O2O (Uber, AirBnb)
  12. 12. O2O – EXAMPLES • In-Store pick-up • In-Store online order • Direct marketing of online offers • Online push of geo-localized offers • Packaging marketing • Mobile payments (app to shop) • Deliveroo / Groupon / ApplePay • Etc. Shop Sit e Ap p
  13. 13. O2O – PURPOSE? • Consumers : Seamless transition between shopping and browsing, customized purchasing experience, savings (time & money) • Retailers : Conversion rate, loyalty retention, qualified data, advertisement ROI.
  14. 14. O2O – MAIN TRENDS • On-Demand Economy: instant customer satisfaction, outsourced workforce • Full Stack Start-Up: End-to-end product/service instead of selling or licencing
  15. 15. MICRO APPLICATION
  16. 16. O2O – FROM MACRO TO MICRO • Translates into business model philosophy • Ensure the transfer and conservation of your customers from • Your online presence: sites, apps, advertising, emails To • Your offline presence: shops, distributors, packaging
  17. 17. O2O – HOW? • Seamless transition : shortened URLs + dedicated landing pages, “recognition” app • Customized experience : universal user accounts • Time-saving : scheduled product push, priority queue • Money-saving : promotion incentives, bulk order => Conversion / Loyalty / ROI /data
  18. 18. O2O – HOW? Is all your data able to synergize? • Are UX Analysts talking to Store Managers? • How is Customer Service contributing to the Marketing plan? • Are your clients incentivized to share they experience post-purchase?
  19. 19. O2O – CUSTOMER LIFECYCLE • What is your user story? Are you looking at the entire journey? • Are you reaching out (or reachable) at every step of the way, off and online? Discovery Research PurchaseReview Sharing
  20. 20. O2O – BLOCKERS • Management mentality • Organizational legacy • Cost • Distributors power balance
  21. 21. WHAT’S NEXT?
  22. 22. O2O – WHERE SHOULD WE LOOK? • Watch the Asian markets : Baidu, Alibaba, and Tencent are moving hard and fast (e.g. Singles Day) • The winner-takes-all app : ApplePay, GooglePay, Facebook Messenger • Open source approach : Google’s Physical Web technology, enables a connection between any object and a mobile device, without a dedicated app. • Legislation : O2O companies are changing the employment behaviours
  23. 23. THANK YOU! QUESTIONS? @outreachdigit
  24. 24. • Too broad? • “On-demand Economy” “Full Stack Start-Up” http://www.ft.com/cms/s/0/6621068e-3c1b-11e5- 8613-07d16aad2152.html#axzz436wJWhfN • Higher cost ? (low labour cost in China) http://www.ft.com/cms/s/0/6621068e-3c1b-11e5-8613- 07d16aad2152.html#ixzz437DG7C8X whether they can keep the high-margin online profits to themselves while shuffling off the more prosaic “offline” aspects of the job to others. In the US, this is under threat due to legal questions about whether the independent contractors that on-demand companies use to keep their costs low should be reclassified as employees. • Switching cost for users • as an interesting if somewhat academic look at the changes facing us as individuals, organizations and as a society as we shift to an on-demand world.

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