O2O – how to combine online and offline customer satisfaction?

O2O - how to combine online and offline customer satisfaction?

The best greetings for your multichannel


As customers today move through multiple channels, companies must do the same. It is essential to direct customers to the right place trustingly.

This means ensuring that the customer experience is always the same across all channels.

Excellent in-store customer service doesn’t help when online support is poor and slow – and when the website doesn’t work, even the most outstanding physical shop can’t be salvaged.

Therefore, after each point of contact, you should ensure that the customer experience flows naturally, uninterrupted, and in the right direction with the following communication issue. The next step is always the most important: is the customer checking out? Offer a discount for the next visit and seek feedback. Is the customer visiting the site? Try to incentivize them to leave contact information, and with automated messaging chains, you can direct customers to make their first purchase. Does the visitor like the campaign – offer to follow you on social media, ask for feedback and slowly guide them towards a purchase.

Customers must never be forgotten or left behind – even after a purchase has been made.

Online to offline: 10 tips

O2O - how to combine online and offline customer satisfaction?
  1. online coupons for retail shops can be offered by SMS or email marketing, for example, via apps or Facebook. Vouchers must be optimized for mobile devices and arrive precisely when customers can make a purchase – close to the shop.
  2. Location-based services continue to grow: offer discounts at specific shops, for example, if you can see from the purchase history that the customer frequents the shop.
  3. Availability-based advertising: tell your ads which products are available and target customers based on their preferred location.
  4. Email marketing is still one of the most effective channels for contacting customers – at least if the newsletter can also be read on mobile devices. 5. Offer the option to pick up your products from the shop.
  5. Allow those who want to receive your product immediately and can’t wait to do so to visit the shop.
  6. Offer to return the product to the shop.
  7. Create an online shopping list that can be easily downloaded from the online shop.
  8. Offer the opportunity to buy online gift cards for the shop and vice versa.
  9. Sending SMS messages with discount codes at the right time works well – test when the best time is for your target group!

Offline to online: 14 tips

Although budgets for digital marketing are increasing, customers should also be in physical contact with the company: outdoor advertising, events, services, and physical shops play an essential role. How does the customer path continue naturally? The most important thing is to convince customers to leave their contact details. The easiest way to do this is to offer simple ways for customers to access your business online: via social media, your website, subscribe to a newsletter, or download an app. But it would be best if you offer your customers something in exchange for contact information: deals, entertainment, news, services. Personal sales work is also essential here, as recommendations from salespeople or, for example, event specialists are essential.

O2O - how to combine online and offline customer satisfaction?

However, users can also check the availability of products in different shops and add products to their wish list. In addition, the app offers discounts for the branches the user visits.

Why is it important to direct a customer to your online offer – they have already made a purchase?

This is important for two reasons. On the one hand, online shop customers usually cause lower costs than retail shop customers. The second and more important reason is that otherwise, you lose the customer as soon as you walk out the door.

Purchase from a physical shop can be a one-off purchase or the start of a long-term customer relationship – which is the preferred option for businesses.

In practice, customers can find a company’s online services without any help. According to a study by Google, 42% of customers use their smartphones as a tool in the online shop – to search for popular products and product reviews. The same goes for activities: people are looking for information about restaurants, directions on how to get somewhere, etc. With so much happening online today, you want to ensure that customers spend their time on your online services (or those of your partners) rather than those of your competitors.

O2O - how to combine online and offline customer satisfaction?

1.Use a shop display that shows the range of online shops.
2.Offer free wifi and services and make them available in shop online.
3.Share where you are on social media and how to follow your business at the start of a campaign.
4.In the shop, offer the option to add products to your shopping cart, for example, using a product scanner or with the help of a monitor, and then have the products delivered to your home.
5.Provide an easy way for customers to find product reviews about your products.
6.Suggest that customers join a customer loyalty program or download a mobile app or subscribe to a newsletter at checkout and offer discounts or other rewards.
7.Show which social media channels customers can follow your in-store presence on.
8.Redirect to campaign sites through direct mail campaigns.
9.Feedback and product reviews are sought online, and something is offered in exchange.
10.Distribute discount coupons for the online shop at checkout.
11.Offer the ability to add in-store products to your online wish list.
12.Use your creativity: for example, offer to send yourself a digital postcard with a photo or video message of yourself somewhere in the shop. Or create an exciting app for kids that interacts with what’s going on in the shop.
13.Share additional information about the product, for example, via a QR code or by scanning the product code using the app.
14.After customers have agreed to email marketing, send them emails to upsell or cross-sell products. For example, send products for purchase relevant to the effect the customer has purchased.


Everything is managed together automatically.


Today’s customer experience is so diverse, with customers moving from one step to another in so many different ways that it is difficult, if not impossible, to manage the customer experience manually. That’s why it’s essential to identify visitors quickly in shops and online – and for companies to automate and personalize as many touchpoints as possible. You can find more information on how to identify visitors here.Once you have identified your customers electronically, you can get to know them and develop their relationship step by step from contact to contact. Customers want personalized discounts regardless of which contact method they use: 85% say they visit shops that offer customized and personal offers. 65% want product suggestions sent to them based on the products they have just purchased

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