OMO (Online Merged with Online) is a term used to describe the online interaction between consumers and businesses in the digital realm. This process refers to the online selling formula that combines online or virtual shopping with additional online services, such as customer support and online marketing. This is achieved by using online tools to assess consumers’ needs, either by surveying the customer or by analyzing their online behavior.
Benefits of OMO
OMO has gained popularity due to the growing demand for convenience and speed in online shopping. With the rise of e-commerce, customers expect businesses to offer convenient online options that allow them to purchase products and access services from the comfort of their homes. Online shopping is often less expensive for consumers and is also beneficial for businesses that can track customer behavior and thus create a personalized shopping experience.
In addition, customer support and online marketing services are also an important part of the OMO strategy, as businesses can interact with consumers efficiently and offer additional services online through apps and social media. This has led to increased customer loyalty and interaction, which in turn increases customer satisfaction and brand loyalty.
In summary, the term OMO refers to the integration of online sales processes and additional online services to offer a faster and more efficient shopping experience to consumers, resulting in greater customer satisfaction and long-term loyalty.
Some examples of the use of OMO by leading companies:
- Amazon. This e-commerce giant has managed to integrate additional online services, such as Prime Video and Amazon Music, with its online shopping platform. In addition, its personalized recommendation system based on purchase history and online customer behavior allows it to offer a highly personalized shopping experience.
- Airbnb. This online accommodation booking platform has integrated customer support and online marketing services to offer a more complete and faster accommodation booking experience. Customers can communicate with hosts through the platform or through the use of chat apps, and can receive personalized accommodation recommendations based on their booking history and travel preferences.
- Spotify. The online music platform has integrated additional online services, such as podcasts and shared playlists, to offer a richer music experience to its subscribers. In addition, its algorithm of personalized recommendations based on listening history and online customer behavior allows it to offer a highly personalized music experience.
Overall, OMO has enabled businesses to offer a more complete, convenient and personalized shopping or service experience to their customers. By integrating additional services online, businesses can interact with consumers more efficiently and offer additional services through apps and social media, which in turn increases customer satisfaction and brand loyalty.