What is O2O marketing? Difference between NFC and beacon, comparison with omnichannel

O2O marketing is short for Online to Offline, and is a marketing method that gathers customers online and connects them to offline stores or services. Many of the services we use every day, such as ordering food through an app and receiving it at a store, or receiving a mobile coupon and using it at a store, are O2O.

As smartphones have become widespread, the line between online and offline has become blurred, and O2O is often discussed in marketing principles and distribution management classes. This article summarizes the differences between concepts, technologies, and related concepts.

What types of O2O are there?

O2O can be broadly divided into two directions. One way is to view information online, make a reservation or pay, and then use it offline (delivery, taxi call, accommodation reservation), and the other is to send information or benefits to customers at an offline store via mobile phone to help them make a purchase (in-store coupon notification, mobile payment). Conversely, the act of looking at a product in an offline store and then buying it online for a cheaper price is called showrooming, and the act of looking at information online and buying it in a store is called reverse showrooming.

The reason why O2O has grown is that consumers can save time and money by making comparisons and reservations easier, and companies can increase store visits and collect customer data.

What is the difference between NFC and beacons?

Rather than competing, the two technologies are often used together, with NFC for payment and authentication and beacons for in-store guidance and benefit delivery.

복습은 배운 날 저녁에 십 분만 해도 기억이 꽤 오래가더라고요. 시험 범위를 한 장짜리 지도로 그려 보는 것도 좋을 것 같아요.

What is the difference between O2O and omnichannel?

Omnichannel is a strategy that connects the experiences of all channels that customers encounter, such as online shopping malls, apps, offline stores, and call centers, so that customers can shop without interruption no matter where they start. O2O is closer to a specific method of connecting online and offline. For example, the service of ordering online and picking up at the store is O2O and is part of the omni-channel strategy. When a company decides what channel strategy to use, an analysis framework such as 3C analysis, which looks at customers, competitors, and the company together, is helpful.

To summarize, omnichannel is a big-picture strategy, and O2O is one of the links that realizes that strategy.

What are the challenges of O2O marketing?

O2O uses a lot of location information and purchase records, so protecting personal information is the biggest challenge. Too many notifications can also have the opposite effect of customers deleting the app or turning off notifications. As orders flock to the platform, conflict with offline stores that bear the burden of commission fees has also become a social issue. Therefore, sending only essential information within the scope agreed upon by the customer and creating a structure to share profits with affiliates are considered conditions for sustainable O2O.

How to write a case analysis assignment and reference materials

The report flows naturally if you write it in the following order: Change in marketing management concept → Meaning and types of O2O → Core technology (NFC, beacon) → Current status by country → Corporate case → Implications. For corporate cases, write only press releases or official articles published by the company. The concept of O2O marketing, comparison of NFC and beacons, the current status in the United States, Japan, China, and Korea, and examples of channel expansion by Amazon and Lotte Department Store are summarized on page 8 Campus-down O2O marketing case analysis material can be helpful to those preparing for marketing principles or distribution management assignments in determining the order of linking technologies and cases together.