Online to Offline Retailing - China - July 2015
“The online retail market in China has grown very rapidly, and has caught many retailers off guard. Yet the online retail market still struggles to be profitable, and continues to be regarded as a means to get cheap products.
The online retail advantage of lower prices, more choice and more convenience vie with the in-store advantage of intimate product contact, direct staff advice and the immediate thrill of direct purchase. Stores can also provide a pleasant shopping environment and entertainments that websites cannot.
Yet multi-channel can bring the best of both online and offline together, and provide real competitive advantages to retailers and consumers. Online retail sites can become more appealing, entertaining and with faster home delivery. Physical stores can provide online more product information and use location-based marketing through mobile devices.
Integrating the benefits of the online and offline worlds can also foster better engagement with their shoppers, to build trust and loyalty, and to learn from and respond to shoppers’ changing needs.”
– Matthew Crabbe, Director of Research, Asia-Pacific
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