online to offline ecommerce

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 years of experience in e-commerce and digital marketing• Electrolux, Harper Collins, Hoover, Club Med, 20th Century

Fox, Philips Consumer Lifestyle

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 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)

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 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• Etc.

Shop

Site

App

O2O – PURPOSE?

• Consumers : Seamless transition between shopping and browsing, customized purchasing experience, savings (time & money)• Retailers : Conversion rate, loyalty retention, qualified

data, advertisement ROI.

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

MICRO APPLICATION

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, emailsTo• Your offline presence: shops, distributors, packaging

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

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?

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

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 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

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.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.