Combination of Online and Offline Channels

                                        
In recent years, a lot of offline retail companies have developed their online business while e-commerce companies are seeking for their offline business as well. It is apparent that a trend of the combination of online and offline channels has emerged and developed. Let’s have a look at the main types as follows. 

There are mainly three types of combination of e-commerce companies and offline retail companies. 


1. Online platform and physical stores

It is a new form widely used in big companies. It is well known that big companies always have a strong online business system and advanced online technology, by which quick transaction can be achieved. 

What’s more, their strategic cooperation with offline stores not only helps to sell high-quality products in offline stores but also enables online platforms to accumulate experience. The cooperation between online and offline platforms gathers huge resources and accumulates a large number of consumers. 

This type of combination is suitable for powerful e-commerce companies and physical stores, which is useful to link and improve each other. 


2. Self-operated and offline retail

This kind of combination is mainly based on the integration of the resources of each other. Self-operated e-commerce is relatively independent that consumers can access and buy products directly without referral traffic. 

Besides, the products under this type are of high quality. Offline stores are responsible for the storage and distribution to serve the consumers. 


3. Self-operated and offline experience stores

Online consumption and offline experience can be achieved simultaneously in this way. It contributes to attracting both traffic and consumers. Apart from this, this type of combination is good for confidence-building. 

It is effective to reduce distribution costs as well. Online and offline experience is responsive to the experiential demand for consumers.