What is webrooming? To put it simply, webrooming means “finding products online and purchasing them on site”. It means that consumers browse products. Conduct research and consideration on the Internet, but do not consume online, but go to offline physical stores to consume. According to statistics provided by Shopify . Up to 60% of consumers are webroomers, and the number has increased sharply after the Covid-19 epidemic. For brands, the biggest crisis and pain point is that after browsing online product information, these webroomers are too lazy to go to physical stores to shop. And even go to competing bulk sms master physical stores to buy other competing products.
As the online battlefield becomes increasingly important, many brands invest more resources in online advertising, setting up official websites, and producing visual materials and detailed text content. However, more traffic was not converted in the end and was lost in the process of being diverted from online to offline. O2O operations can ensure a better online-to-offline customer experience, naturally leading to better conversions, and also allow the online resources invested in webroomers to be of value.
How to do O2O: 3 major steps and O2O cases
1. Increase incentives for shopping in physical stores: store coupons and sweepstakes
The easiest way to weed out lazy webroomers is to push information online, add incentives to physical stores, and indeed improve offline consumer experience. For example, retail brands send “store redemption coupons” to friends through official LINE accounts, or use plug-in game modules to attract online members to participate in store activities. Adidas used the game module function of Crescendo Labs to design the “Christmas Surprise Spin Gacha” game. After obtaining more user information, it would then recommend nearby stores based on the user’s geographical location to attract customers to the store. In just 11 days during the Christmas period, it successfully attracted 50,000 consumers to join as new friends of the adidas LINE official account ( see the full adidas case ).
2. Import a more complete CRM system
O2O are inseparable. (Customer Relationship Management) refers to customer relationship management, which is something brands almost have to do now. Customer Relationship Management is not only a customer-centered thinking, the market has also developed many systems and data integration caac team management platform vs line native backend tools designed specifically for enterprises , which not only help brands understand consumers better, but also maintain good relationships with consumers, and Find the most efficient resource investment model.
Brand operation CRM can help understand customers’ online and offline consumption preferences, increase customer stickiness, and make O2O traffic diversion smoother. It is recommended to read the following three articles on CRM-related concepts, formulas, and specific import cases and suggestions.
- CRM Concepts: What is CRM (Customer Relationship Management)? Why do you need him?
- The essential customer structure analysis formula for CRM: The ultimate guide to RFM analysis: 3 major indicators and 6 brand application examples to help you accurately focus your audience!
- CRM implementation suggestions for the Taiwan market: Understand the definition and advantages of LINE CRM in 3 minutes and create in-depth membership operations
3. O2O may not be enough anymore! Let’s start OMO
In recent years, O2O is often considered by the industry to be insufficient and must be upgraded to OMO. Observing the changes in consumption habits in the past ten years, the general customer journey is not as linear and simple cacellnumbers as online to offline. On the contrary, some consumers are more suitable to be guided from offline to online, and follow-up communication is conducted online (offline to online). ); some consumers will wander between online and physical channels, repeatedly considering, consulting, experiencing, and repurchasing.
Although O2O can guide online to offline, it cannot guide offline to online, nor can it bind and integrate member information without any breakpoints between channels. O2O is only a part of OMO. If you want to create a more perfect customer experience and the most efficient integration of channels, logistics, and resources, let’s take a look at how to start OMO now!