Integrated Development of Online and Offline Business

                                        
The increasing online platforms have affected some offline stores. There exist both challenges and chances for the two parties. Therefore, an integrated development strategy is of necessity. 
 
Differentiated operation
 
The multiple channels of product circulation provide great convenience to consumers. 
 
To buy favorable products at the best prices, consumers are needed to compare the brands, quality, shape, prices, discounts and so on from various channels. In this manner, the sense of pleasure will be decreased. 


The same product at the same price is a kind of solution, which is time-saving for most consumers. However, it is more difficult for enterprises to do operation management.
 
To make a differentiated operation, here are four ways. 


1. Product differentiation
 
To achieve product differentiation, new arrivals and previous products can be arranged at a certain ratio both online and offline, so as to mitigate the conflicts between online and online distributors. 
 
2. Price differentiation
 
For prices that are set higher online, the offline stores shall do promotions to attract consumers. For prices that are set higher offline, the online business shall make discounts to keep consumers. 


3. Service differentiation
 
Services of the online stores are usually reflected by language, pictures and videos. It is important to let consumers make clear the outlook and functions of the products online as far as possible.  
 
4. Experience differentiation
 
Online products are generally lacking user experience. The free trial can be provided to consumers and offline experiential promotions shall be conducted accordingly. It is more likely to boost purchases by doing so. 


Mutual promotion
 
Promotions are suggested to be conducted by online promotion and offline experience, which is effective to reduce return and exchange. 
 
Here are some ways, such as providing online coupons and used offline, giving discounts through the internet and used offline and so forth. Besides, the preview of new arrivals can be given online and attract consumers to try offline.