Lecture 5 (AS Watson Guest Lecture)

Question 1

What is the “O+O” shopper strategy?

Answer 1

Business approach that combines offline and online channels to create a cohesive and complementary customer experience. It should not make a difference where you shop because its the same online and offline.

Benefits:
- Spending increases 2-3 times and visits increase
- Click & Collect: Order online and collect at store (by 20-30% more)
- InStore digital experience: integration of digital touch points within physical stores like interactive displays etc.
- Omnichannel marketing: Offering consistent messaging and promotions to create a unified brand experience.

Question 2

How’s the Normal retail world structured?

Answer 2

First: Transaction
Later: Interaction
Future: Community Railing