Unlocking the power of OMO (Offline Merge Online): understanding OMO in chat, O2O strategy, and retail

In the world of retail, the emergence of new technologies has led to the development of innovative business strategies. One such strategy is OMO, or Offline Merge Online, which combines the strengths of online and offline retail to provide customers with a seamless shopping experience. Since instant messaging for businesses now plays a significant role in online customer communication, OMO has evolved over time to include chats, resulting in the term OMO chat commerce. In this blog, we will explore the concept of OMO in chat, its relationship with O2O strategy, and how retail brands are using OMO to create a seamless customer experience.

What is OMO?

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OMO (Offline Merge Online) is a retail strategy that involves merging online and offline channels with a complete, integrated system to provide customers with a holistic shopping experience. OMO focuses on using digital technology to enhance the in-store and online experience. By integrating online and offline channels, businesses can collect valuable customer data that can be used to improve the shopping experience and drive sales.

OMO in chat, or OMO chat commerce, refers to the integration of chat functions with the Offline Merge Online strategy. Chat functions can include chatbots, popular messaging platforms such as WhatsApp Business and Facebook Messenger, and live chat support. By integrating chat functions into the OMO strategy, businesses can provide customers with a personalized and convenient shopping experience. OMO chat commerce enables businesses to engage with customers in real time and provide them with tailored recommendations based on their preferences and purchase history.

Learn to create the perfect chatbot for your e-commerce business.

What is O2O strategy and how is it different from OMO in chat?

O2O, or Online-to-Offline, is a business strategy that involves leading customers from online to offline channels or vice versa as they complete their purchases. 

OMO in chat and O2O strategy are similar in that they both aim to provide customers with a seamless shopping experience by integrating online and offline channels. However, OMO in chat focuses specifically on the integration of chat functions, whereas O2O strategy is more about bringing customers from online to offline or vice versa. O2O strategy may include online advertising campaigns that drive offline sales, while OMO in chat focuses on providing customers with an integrated, personalized experience through chat functions.

OMO in chat can support O2O strategy by providing customers with a personalized and convenient shopping experience. For example, a customer may use a messaging app to browse and purchase products online, but then choose to pick up the product in-store. Alternatively, a customer may visit a physical store and use a mobile app to access additional product information, and customer reviews, or receive personalized recommendations. Ultimately, no matter where the customer decides to buy the product, your business will be able to attend to their needs and allow them to continue till their purchase decision without friction.

See the success story of bossini, a renowned fashion retailer, which increased membership sales by 18% using an O2O commerce strategy.

Advantages of OMO in chat

OMO in chat provides several benefits for businesses and customers. For instance, OMO in chat enables businesses to:

• Provide customers with a personalized shopping experience

• Collect valuable customer data

• Increase message open rate and customer engagement

• Offer real-time assistance and convenience for customers to message businesses on their preferred messaging apps

• Analyze customer data for personalized recommendations and accurate retargeting campaigns

Challenges of implementing OMO in chat and strategies to overcome the limitations

While OMO in chat provides several benefits, there are also challenges associated with implementing this strategy:

• Lack of an integrated system or an infrastructure in place to support chat functions, such as chatbots or live chat support

• Chats and conversations from different messaging channels are scattered, hard to keep track of the lead stage or campaign source

To overcome these limitations, businesses can invest in an omnichannel platform with retail O2O solutions, such as SleekFlow, to ensure that customers are getting the best seamless shopping experience wherever. They can also invest in training employees to provide real-time assistance through chat functions. Finally, businesses can use the data collected through chat functions to improve the customer experience, such as by providing personalized recommendations or improving product offerings.

Retail selling is all about communication. The messaging data generated by SleekFlow is critical for us to drive lasting sales performance.

Yonnie Wong

Senior Marketing Manager of bossini

Scale your business with an integrated strategy for OMO in chat

OMO in chat, or OMO chat commerce, is an innovative retail strategy that combines the strengths of online and offline channels to provide customers with a seamless shopping experience. On an omnichannel platform like SleekFlow, you can integrate chat functions into your all-in-one OMO strategy to provide customers with a personalized and convenient shopping experience. 

You can also drive sales and conversions using an OMO chat commerce strategy which supports O2O strategy using these functions:

• Broadcast messages on WhatsApp Business Platform or Facebook Messenger

• CRM integration for existing HubSpot or Salesforce accounts to view lead and campaign information right next to the chatbox

• In-chat payment link for customers to pay instantly in the chat without switching apps or tabs

• Structured customer segmentation with automated conversation labeling