Delivering on O2O

How Chinese retailers can respond to the blurring of online and offline


Jun 2015


Chinese consumers have quickly embraced the convenience, accessibility and transparency of digital shopping and expect a seamless experience between the physical stores, websites and mobile applications of their favourite retailers and brands. And if satisfying consumer expectations wasn’t enough, China’s largest internet players are already investing heavily in physical infrastructure to dominate offline retail the same way they have done online. Throughout this report we have structured the changing landscape of Chinese retail around the customer, not the technology, and we think retailers need to respond in the same way.

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'Delivering on O2O' is a piece of thought leadership whose insights are primarily based on the PwC survey - Total Retail 2015: retailers and the age of disruption. In 2014, PwC administered a global survey to understand and compare consumer shopping behaviours and the use of different retail channels across 19 territories, with 19,068 online interviews conducted.