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市場調查報告書

融合數位體驗和物理性體驗的線上到離線(O2O)貿易的實踐

IDC PeerScape: O2O Commerce Practices for Blending Digital and Physical Experiences

出版商 IDC 商品編碼 535147
出版日期 內容資訊 英文 13 Pages
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融合數位體驗和物理性體驗的線上到離線(O2O)貿易的實踐 IDC PeerScape: O2O Commerce Practices for Blending Digital and Physical Experiences
出版日期: 2017年07月25日 內容資訊: 英文 13 Pages
簡介

所謂O2O(Online to Offline),是使用網際網路上的服務,轉介客戶到實體商店的結構。為了在全通路越來越普遍的貿易新時代生存,企業需要對商業採取全面方法,並重新考慮通路的關係性和技術基礎設施,實體商店所扮演的角色,績效衡量等領域。

本報告提供線上到離線(O2O)貿易的相關調查,數位(線上)與物理(實體商店)的融合重組貿易體驗如何影響顧客滿意度提升,使用4個最佳業務實踐的案例解說。

IDC PeerScape說明圖

摘要整理

考察

  • 實踐1:夥伴關係及合作發生通道衝突
    • 課題
    • 案例
    • 建議
  • 實踐2:線上、離線通路的客戶,庫存,定購管理的一元化
    • 課題
    • 案例
    • 建議
  • 實踐3:實體商店所扮演的角色的重新定義
    • 課題
    • 案例
    • 建議
  • 實踐4:支持O2O成功的跨通道指標的設定
    • 課題
    • 案例
    • 建議

相關調查

目錄
Product Code: AP41340317
This IDC PeerScape puts forth best practices and guidance that digital commerce professionals can implement to reshape commerce experiences by blending digital and physical, to increase customer satisfaction and improve brand experiences. "Leading O2O organizations are transforming commerce by blurring the line between digital and physical. To stay relevant in this age where omni-channel experiences are increasingly the norm, organizations need to take a holistic approach toward commerce and rethink about areas such as channel relationships, technology infrastructure, roles of physical outlets, and performance measurements," says Lawrence Cheok, senior research manager for IDC's Asia/Pacific Digital Commerce and Marketing research. "These O2O practices help organizations blend the two worlds of digital and physical, which, until recent times, have been viewed, managed, and operated as segregated entities."

IDC PeerScape Figure

Executive Summary

Peer Insights

  • Practice 1: Address Channel Conflicts Through Partnerships and Collaborations
    • Challenges
    • Examples
      • Danish Jewelry Retailer Leverages Brick-and-Mortar Stores as Post-Sales Service Points
      • Taiwan-Based Branded PC Manufacturer Sells Online Assortments to Complement Offline Assortments
      • Dutch-Based Single-Serve Coffee System Manufacturer Shares Wins with Channel Partners
    • Guidance
  • Practice 2: Enable Centralized Customer, Inventory, and Order Views Across Online and Offline Channels
    • Challenges
    • Examples
      • VIP.com Drives Online Traffic to Offline Stores
      • Homeplus and Yihaodian Capture Offline Traffic as Online Purchases
    • Guidance
  • Practice 3: Redefine the Roles of Physical Stores and Branches
    • Challenges
    • Examples
      • CheBanca! Extends Digital Experiences Using Physical Bank Branches
      • Tesla Augments In-Store Experiences with Digital Tools to Support Complex Buying Journeys
    • Guidance
  • Practice 4: Establish Cross-Channel Metrics to Support O2O Objectives
    • Challenge
    • Example
      • Burberry Transforms Culture to Deliver on Seamless, Consistent, and Brand-Centric Experiences
    • Guidance

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  • Related Research
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