What does O2O mean in digital marketing?
Offline to Online (O2O) is a phrase used in digital marketing that relates to the call to action for users or customers to perform an action from the digital (online) space in the physical (offline) world.
The term has come about specifically around geo-location or location-based services an includes pay online and pickup offline. The occurs with the purchase of goods through an online payment system and the collection of those goods at a physical location. For example, shoppers buying a product and collecting at a nearby store.
O2O management can be complex, however many software solutions are now providing this as a service. These services often integrate with external service providers to help organize the last mile fulfilment and logistics of products.
Online to offline services are continuing to grow as customer demand for online shopping grows.