The Era of New Retail Has Arrived, O2O Transformed into OMO

The concept of "New Retail" was first proposed by Jack Ma, former board member of Alibaba Group, in 2016, defined as "a data-driven retail model centered around consumer experience." This means that consumer experience is at the core, integrating every touchpoint in the consumer journey, from sales items to cash flow and logistics, closely aligned with consumer demand. At the same time, the boundaries between physical and virtual worlds have disappeared, with all channels' scenarios and data being integrated to grasp customer profiles and dynamics, allowing for adjustments in sales configurations to enhance customer experience and create brand revenue.

With the rapid development of digital technology and the internet, consumers' purchasing decisions have become increasingly complex, and the O2O (Online To Offline) business model no longer meets industry demands. Some consumers browse products online but still return to physical stores for a real experience; even those who see desired products in offline stores do not rush to make a purchase and tend to check online reviews or e-commerce promotions to decide whether to buy online or offline. Even when businesses have the same consumer's online and offline purchasing records, if this person's data is scattered across different channels without integration, brands cannot use this information to thoroughly understand customer preferences and behaviors, hindering membership operations and precision marketing!

Alternatively, if members register and accumulate points separately online and offline, and their data is not synchronized and integrated, physical and online channels cannot share or redeem consumption points, leading to poor customer experience.

To solve the above problems, brands have turned to the OMO (Online merge Offline) business model, actively integrating data and service scenarios from different channels to accurately grasp audience profiles, centered around consumer experience for managing membership and marketing!

The Rise of OMO, New Pain Points for Brands: Low Efficiency/Effectiveness of Solutions

OMO can be regarded as an enhanced version of O2O, where brands integrate multi-channel, online and offline membership data, and service experiences, focusing more on data integration across all channels to analyze audience information comprehensively, thus achieving precision marketing, in-depth management, expanding membership, and increasing member repurchase rates. Various solutions are rapidly emerging in the market and are being adopted by the industry.
As brands expand the introduction of different suppliers' solutions such as LINE marketing, CRM membership management, e-commerce sales, AI Chatbot, etc., the ensuing challenges arise from the lack of connectivity between solution systems. Business executives must communicate and coordinate with different vendors, gather fragmented information, and spend time reorganizing and digesting this information before application, which can severely delay market competitiveness! The inability of solutions to connect and communicate with each other leads to gaps in vital data for brand management, hindering strategy formulation or promotional activities.

Wangxun's Exclusive All-in-One 6 in 1 Platform, Flexible Expansion Scenarios, 360-Degree Cultivation of Loyal Fans

In light of the above pain points, Wangxun has uniquely developed an all-in-one platform "Telligent" that connects the entire customer consumption journey. Centered around consumers, it bridges different touchpoints in the brand customer experience journey supported by a "data center," with five major functional centers in "membership," "intelligence," "communication," "marketing," and "e-commerce" working together. It can flexibly expand application scenarios based on needs, creating a 360-degree interactive experience close to consumers to market effectively and boost sales. Even more conveniently, through a truly integrated platform, it helps brands deconstruct audience behavior, drawing a concrete member profile for precise marketing and a significant leap in membership benefits.

Brands do not have to waste significant manpower and time coordinating different solution resources. Using Telligent allows for one-stop execution of membership management, data analysis, LINE marketing interaction, AI Chatbot services, and consultancy marketing tasks. Furthermore, beyond existing official websites and e-commerce channels, Wangxun's e-commerce center provides more intelligent retail applications to help brands increase performance, creating diversified sales channels and revenues!

After reading this article, you should have a basic understanding of Wangxun's Telligent platform. In such a severe time of pandemic, the necessity of digital transformation and the application of digital tools is recognized differently by each brand, leading them to invest resources to change their structure and transform. To stand out in the industry, a highly efficient all-in-one platform for managing membership will undoubtedly be a crucial tool in the new retail era.

To learn more about the application scenarios of different functional centers,
please feel free to contact our consultants for related information at no charge,
or let the consultants plan the best solution for you!

Wangxun DianTong is the leading BPO brand for customer service in Asia
through innovative AI X CRM system platform and human-centered service design
providing comprehensive interactive service experiences for internationally renowned brand clients.