<p style='text-indent:20px;'>Online-to-offline (O2O) retailing strategy is one of the trending topics in the business industry. The current study focuses on an advanced retailing strategy for a single item for a retailer and a manufacturer. Reminding the revolution in the internet world, a dual-channel retailing system is developed in this current study. The retailer offers their item through online and offline mode, though the producer prefers only offline mode. Besides, manufacturer provide different services to their clients through the product's life cycle to keep the company's brand image. The product's demand depends on the selling price and its service for both channels (offline and online) to their customers. To upgrade the services, some investments are implied to decrease the lead time. In expansion, to increase the demand and optimize the system benefit, the manufacturer gives their customers different services (unpaid, partially paid, full paid). The supply chain's benefit is optimized beside the ideal esteem of the decision variables. {Application of different service strategies in O2O retailing are near about <inline-formula><tex-math id="M1">\begin{document}$ 71\% $\end{document}</tex-math></inline-formula> beneficial compared to traditional supply chain. Numerical experiment proved that full-paid services are near about <inline-formula><tex-math id="M2">\begin{document}$ 79\% $\end{document}</tex-math></inline-formula> beneficial compare to partially paid service; however, partially paid services are recommended for industrial benefit.} Different numerical examples, exceptional cases, and sensitivity analyses were performed to prove the model's applicability along with graphical representations.</p>