What is the current status of OMO overseas?

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OMO means integrating online and offline, that is, not distinguishing between channels. An easy-to-understand example is the point that you can use the points you earn by shopping online in a physical store.

To achieve this, customer data needs to be integrated saint kitts and nevis email address between online and offline, particularly purchasing data - who bought what, when and where.

To achieve this, payment data is important. Mobile payments are overwhelmingly used in China, and all purchase data is linked to customer IDs through mobile payments. In addition, by combining this data with customer movement and behavior information using location information, effective data-based marketing is possible even in physical stores.



Taking this situation into consideration, Mr. Ishizumi, who currently lives in Singapore, gave us a talk about Grab, an app that is commonly used in Southeast Asia.

Over the past five years or so, online payments have become more widespread in Southeast Asia than in Japan, and a representative app for this is Grab, a super app that started as a ride-hailing service, just like Uber. However, the app does not just collect payment data; the drivers are physical entities that connect the offline and online worlds.



The future of online and offline


So, we've looked at the past and present of the fusion of online and offline, but what does the future hold?

Until now, the fusion of online and offline has mainly been achieved through the integration of various customer data from a company's perspective, but Oda believes that going forward, the fusion of real and digital will progress in terms of consumer experiences.

For example, by wearing wearable glasses you will be able to view product information in a store and make payments using biometric authentication. In the future, life will likely be one in which the real and digital are fused together, not only for visual information but also for hearing and smell.



Mr. Ishizumi also mentioned that the accuracy of facial recognition has improved significantly, and that as this technology advances, it will be possible to know what a customer is planning to buy when they visit a store, allowing the store to provide appropriate customer service.

China is indeed moving in that direction, and it made me very excited to see the new consumer experiences that will be brought about by the fusion of online and offline thanks to technological advances.