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Online-To-Offline Commerce

How to draw potential customers from online channels to physical stores
Identifies customers in the online space, through emails and internet advertising
How to utilize variety of tools and approaches to entice the customer to leave the online space


One of the challenges retailers faced would be the direct competition between e-commerce companies that sold goods online. Retailers once worry about the competition between them and e-commerce companies that sold goods online, especially in terms of price and selection. These factors include rentals and salary costs. Limitations on space also means offline stores are unable to offer a variety of goods. Online retailers on the other hand offer vast selections without having to use up more resources and capital, and only needed access to shipping companies to sell their goods. Amidst this ‘competition’. Some companies aim to connect offline stores and online business together. Instead of direct competition, these companies treat both offline and online as complements rather than competitors.