Learn in the textbookE-Commerce Business Models and Strategic Concepts
DefinitionOMO (Online Merges with Offline) is an approach that stops treating online and offline separately and designs a single customer experience that merges the two.
ExplanationFor example, an app and the stores share membership data, purchase history, and inventory, so customers can carry on seamlessly whichever side they browse or buy on. The starting point is to center the whole experience as the customer sees it, rather than which channel made the sale.
AnalogyKnocking down the wall between the online shop and the physical store so people can move between them as in one big store.
Memory hook"Merges" means to flow together. Once two rivers join, you can no longer tell which water came from which river.