O2O (Offline-to-Online, Online-to-Offline)

This specialist term refers to the creation of synergies between the different channels in which a retailer operates. For example, a customer may be browsing through a store and find an item that is not available in their size. A good MSCO leads customers straight to the online store where they can place an order for the desired item without leaving the retailer’s ecosystem and entertaining the possibility of completing their purchase with a competitor.

The effect is also felt in the opposite direction, where a customer may find an item on a retailer’s website which is actually available for collection in a local store. Making customers aware of this provides a great alternative to traditional delivery and can also entice customers to visit a physical store and engage with the retailer on a different level.