Future Challenges of Marketing Online-to-Offline (O2O)

Abstract

The online and offline environment have come to coexist in the business environment, so the big question is to understand how we should integrate these two environments into marketing strategies. It is clear that online marketing strategies do not need to replace offline marketing strategies and vice versa. The big challenge will be how both will remain complementary to solving each other's shortcomings in view of a marketing strategy. It becomes evident that the techniques complement each other, forming a more robust and complete marketing strategy, bringing more attention to the brand, and increasing the visibility of the company. Therefore, the online-to-offline (O2O) and customer-centric approach will be able to build a stronger reputation, which will generate customer loyalty. In this context, a systematic review of the bibliometric literature on the basis of SCOPUS indexation was carried out. This study aims to understand what are the future designs of O2O Marketing and how they will coexist in a marketing strategy.

Modelling the operational maturity challenges faced by online food ordering and delivery enterprises during Covid-19 lockdown in Oman: a fuzzy interpretive structural modelling approach

“…Literature is overwhelmed with studies pertaining to the various aspects of OFODEs in the context of Covid-19. The major themes covered by the researchers include 'assessing the shift in the buying patterns (Laguna et al, 2020)', 'surging OFODEs demand vis-à-vis environmental health (Wui Lun & Quoquab, 2023)', 'impacts of online food delivery on environment (Li et al, 2023)', 'change in the family values vis a vis food habits (Bracale and Vaccaro, 2020;Senthil et al 2020)', 'online food delivery technology and family food traditions (Pandey et al, 2022;Aiswarya & Ramasundaram, 2023)', 'online food delivery services and Halal supply chain principles (Samori et al, 2023)', 'determinants of the usage of food ordering apps (Idris et al, 2023;Bacao and Zhou, 2020)', 'future challenges of marketing online-to-offline (Rosario, 2023)', 'factors affecting online food delivery service quality (Koay et al, 2022)', and 'factors affecting customer satisfaction and loyalty towards online food delivery (Ganapathi and Abu-Shanab, 2020;Prasetyo et al, 2021)'. Some researchers emphasized on specific aspects like 'services features of OFODEs' portals and apps (Ganou et al, 2022;Pal et al, 2021)', 'food quality (Lau and Ng, 2019;Dsouza and Sharma 2021)', 'timely delivery (Lau and Ng, 2019;Dsouza and Sharma, 2021)', 'secure payment methods (Koay et al, 2022)', and 'perceived trust of service ' etc.…”

“…However, at the same time, businesses may also consider the innovative alternatives like online-to-offline food service delivery (Yang et al, 2021), drone delivery (Shankar et al, 2022) or robot service restaurants (El-Said and Al Hajiri, 2022). Alternatives like online-to-offline food service delivery coupled with a customer centric approach has all the potential to build a strong reputation and thus, enhanced customer loyalty (Rosario, 2023). Ganou et al (2022) also argued that benefits of such service platforms convince customers to try whereas their features like 'ease of use' convince them to reuse.…”