New Retail: A Conversion of Business Mode from Online-To-Offline (O2O) to the Online-Merge-Offline (OMO)

Authors

  • Xinyu Yang

DOI:

https://doi.org/10.54691/bcpbm.v15i.329

Keywords:

Conversion; Online-Merge-Offline; Online-To-Offline; Experience.

Abstract

This research analyzes the reasons for the emergence of the conversion from Online-to-Offline to Online-to-Offline. A comparative model and case study, focusing on the successful outcome of Kellogg’s café and Pure Leaf, on the one hand, shows the advantages of the new offline experience store, while on the other hand, the feedback from CiCi Park visitors reminds the uncertainty of this merging strategy.

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References

The New Retail Revolution. (September, 2019). Retrieve from: CGAP: https:// www.cgap. org/research/ publication/new-retail-revolution.

Passy, C. (July 11, 2017). Consumer Brands Set Up NYC Pop Up Stores to Create Buzz. Retrieve from: THE WALL STREET JOURNAL: https://www.wsj.com/articles/in-new-york-consumer-brands-want-to-be-a-part-of-it-1499809204.

Buss, D. (October 10, 2019). Why Is Big Food Touting its Brands with Pop-Up Stores? Retrieve from: INTEGRATED RESEARCH: http://integratedresearch.com/big-food-touting-brands-pop-stores/.

Mannering, C. (July 19, 2017). Want a cup of popcorn tea? CPG brands roll out pop-up stores. Retrieve from: FOODDIVE: https://www.fooddive.com/news/want-a-cup-of-popcorn-tea-cpg-brands-roll-out-pop-up-stores/447062/.

dianping. (2020). Retrieve from: CiCiPARK http://www.dianping.com/shop/G1MrSicDjwFnT2sX.

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Published

2021-12-30

How to Cite

Yang, X. (2021). New Retail: A Conversion of Business Mode from Online-To-Offline (O2O) to the Online-Merge-Offline (OMO). BCP Business & Management, 15, 368-373. https://doi.org/10.54691/bcpbm.v15i.329