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.
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
SPEAKER : PIERRE ERFAN
• Pretty good cat cushion
• Currently 3rd result on
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)
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)
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
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
• Your offline presence: shops, distributors, packaging
O2O – HOW?
Is all your data able to synergize?
• Are UX Analysts talking to Store
• How is Customer Service contributing
to the Marketing plan?
• Are your clients incentivized to share
they experience post-purchase?
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?
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
• Legislation : O2O companies are changing the employment behaviours
• Too broad?
• “On-demand Economy” “Full Stack Start-Up” http://www.ft.com/cms/s/0/6621068e-3c1b-11e5-
• 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.