O2O: The gap between offline customer experience and online user experience is too great

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At present, O2O is a typical term that is excessively hot. In a broad sense, all the lines can be online under the barrier through to achieve a seamless consumer experience products or services, can be said to be O2O. Narrowly, the current O2O more in catering, group buying, two-dimensional code, ticketing (mainly film tickets, concerts, exhibitions, etc.), lbs and other specific areas have many attempts. In fact, before the O2O concept was born, quite a few companies were actually engaged in the corresponding pattern exploration.

In the case of catering, it seems that there are 200 million people eating out every day in China, but not all of these 200 million people need the help of O2O products to find food. It is expected that at least 80% of the users, the location of the daily meal is fixed, not every day to open a comment to find a new shop to try.

For shops, if the taste is good, cost-effective, in fact, do not need to O2O, Word-of-mouth and nearby passenger flow is enough to long line. Some of the more deserted, peak hours of the shop may need some new promotional methods. But is the reason for the cold marketing is not good? Or is the food service environment cost-effective? Marketing in a shop when the new opening is necessary, but after six months after 1 years to rely on marketing, let people a little worried that it can survive.

One of the data is that the country has a fairly high percentage of restaurants closing every year, proving that there are quite a few marketing appeals for new stores, but it also proves that the death will always die.

So, can O2O really be more effective than handing out small flyers at the store? Can you prove it's not a lie? Group buying or two-dimensional code, really let the stores adhere to the user?

Over the past two or three years, a variety of group buying sites almost all the O2O may be involved in the industry have been washed, the small shopkeeper was fooled once no problem, next time will be difficult. Group Buying mode is the simplest, the most lightweight, but not successful. In addition to group buying, a variety of platforms, LBS, Life service network, food websites, and so on, are not in the shop line under the channel, to cheat these small shopkeepers? are their models more complex and more difficult to implement? If you do O2O, what are you going to do about them? Did you talk to them? If most of them don't use the computer well, , you can't believe it?

Many O2O mode expansion, all hope that the store to give their own biggest concessions, but is really necessary and the only marketing tool?

The reasons I don't care about O2O are as follows:

1, consumption verification, to store the mode of verification is still more complex. Not simple check-in can be solved. And without any comment scoring information in fact, the significance is not so big, not have reference value, can not effectively spread. If you bring a comment score, then you need to ensure that the user at least enter the store experience consumption before evaluation, otherwise it is easy to manipulate abuse. To store validation, consumption verification can use 2-d code scanning, printing coupons, sms coupons, and so on a very different way, but have their own drawbacks, and terminals a variety of soft pos? Hard pos? Do you want to scan the bar codes on coupons? Need, that is training, must increase equipment and so on. What do you do with the credits? Do you need an electronic membership card or an entity membership card?

2, similar to the micro-letter two-dimensional code to the store to verify the discount, a big problem is that micro-letters need to provide a place where users know the benefits before they get to the store, bringing new customers to the offline store in this way, which may mean that they need to advertise or bid. Otherwise, the old customers to find a table after the two-dimensional code can be scanned for concessions, and the user itself does not know that there is such a discount, the merchant itself can not discount, which is actually harmful to the interests of the business. Some businesses issue coupons, do not want all issued coupons can be used, and even the use of coupons to create some of the threshold, why? Because a new user once arrived at the store, the merchant hopes to be able to dig more benefits from this user.

3, more crucial, and Liu said: "Rebate site is Shandao, no value" the same. O2O In fact is also Shandao, the same conclusion, for the flow of enough shops, O2O no value. For the growth of discontent in the shop, O2O can be valuable.

4, the operation of a high degree of difficulty, the need for a home to sign an agreement, most businesses on a variety of internet marketing model has been tired even disgusted. And if the pattern is too complex, it's hard to keep running. The model is not complex, and it is difficult to compatible with many different needs, as well as the situation under the changeable line. This is a huge challenge for big internet companies that don't want to get their hands dirty and just run online.

5, effect. The reason why need to shop verification, consumption verification, the purpose is to reflect the O2O platform of the effect and value, otherwise the store can not measure whether should continue to put, otherwise O2O will just be fooled. However, from the effect of the charge, it takes a long time, more resources, the public comments never thought to be divided according to the effect of CPS? A big one might have thought but given up.

6, offline customer experience and online user experience gap is too large, access to consumers under the line more likely to produce complaints and other acts. Suppose a O2O pattern is designed to consume points, then you must consider how the store to deal with the anomalies related to the integration, such as whether the integral is valid, if the validity of the customer also forced to ask whether the exchange can operate, otherwise these special circumstances can let the shopkeeper or waiter mad, hate this so-called O2O mode.

Summary: The O2O model needs to be more direct and simpler. It is best not to sign the agreement, do not need to operate the store itself, no hardware input, no personnel training, can handle a variety of customer needs and complaints, can accurately monitor the effect, store only for the effect of pay, and can be stopped at any time concessions. The user to the store appraisal rating and so on UGC content can accumulate, the guidance other user decision-making. Micro-Credit 2-D code and micro-BO electronic members and other products are in line with some of the requirements, but still need continuous improvement and optimization of the corresponding process. O2O is still a few big platforms are more likely to succeed, entrepreneurs into this field almost will die.

Of course, the perfect model will never exist, all players need to consider what kind of model can be faster to occupy the market, do the weight is why heavy, do the light is why light. The scale of the handle, a read between.