How to quickly win at O2O retail

iNSIDER tRENDS     If you believe the assertions that physical retail is dead, then the concept of online-to-offline commerce will seem pointless to you. After all, online-to-offline, or O2O, is all about using online channels to drive customers to physical retail stores. And what’s the point if the store is no more? Well, the Financial Times reports that UK online sales of non-food items reached 24.1% in December 2017 – which sounds like a lot. But that means that over three-quarters of sales took place in stores. And that’s just non-food.

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