New Retail: A Conversion of Business Mode from Online-To-Offline (O2O) to the Online-Merge-Offline (OMO)

Abstract

This research analyzes the reasons for the emergence of the conversion from Online-to-Offline to Online-to-Offline. A comparative model and case study, focusing on the successful outcome of Kellogg’s café and Pure Leaf, on the one hand, shows the advantages of the new offline experience store, while on the other hand, the feedback from CiCi Park visitors reminds the uncertainty of this merging strategy.