B2B向けECサイト構築・運営ノウハウサイト

BtoBの世界におけるo2oについて考える

o2o
aston
auto
baby
bag
baseball
basketball
beauty
book
care
cartoon
chair
chinese
cigarette
clothes
clothing
coffee
computer
cosplay
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desk
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engagement
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Funny
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great
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health
healthy
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home
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hot
ice
information
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novel
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paypal
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performance
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pet
publicity
red
rock
science
Security
sexy
shopping
show
sites
slippers
snacks
socks
spell
sport
sports
square
stone
study
superman
temperature
time
toothpaste
toy
train
translation
university
urine
weapon
wedding
weight
wine
wow
aston
auto
baby
bag
baseball
basketball
beauty
book
care
cartoon
chair
chinese
cigarette
clothes
clothing
coffee
computer
cosplay
creative
cup
desk
diplomacy
dress
drug
dye
engagement
fabric
fan
fat
film
fitness
flowers
food
forest
fruit
Funny
glasses
great
harvester
hats
hbo
health
healthy
heat
helmet
home
hospital
hot
ice
information
knife
language
line
music
novel
office
oil
pan
pandora
party
paypal
pen
performance
perfume
pet
publicity
red
rock
science
Security
sexy
shopping
show
sites
slippers
snacks
socks
spe
sport
sports
square
stone
study
superman
temperature
time
toothpaste
toy
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
fruit
Funny
glasses
great
harvester
hats
hbo
health
healthy
heat
helmet
home
hospital
hot
ice
information
knife
language
line
mouse
music
novel
office
oil
pan
pandora
party
paypal
pen
performance
perfume
pet
publicity
red
rock
science
Security
sexy
shopping
show
sites
slippers
snacks
socks
spell
sport
sports
square
stone
study
superman
temperature
time
toothpaste
toy
train
translation
university
urine
weapon
wedding
weight
wine
wow
aston
auto
baby
bag
baseball
basketball
beauty
book
care
cartoon
chair
chinese
cigarette
clothes
clothing
coffee
engagement
computer
cosplay
creative
cup
desk
diplomacy
dress
drug
dye
fabric
fan
fat
fan
film
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
line
mouse
music
novel
office
oil
pan
pandora
party
paypal
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
shopping
show
site
slippers
snacks
socks
spell
sport
sports
square
stone
study
superman
temperature
time
toothpaste
toy
train
translation
university
cache
cache
cache
cache
cache
cache
cache
cache
cache
cache
baseball
basketball
beauty
book
care
cartoon
chair
chinese
cigarette
clothes
cache
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forest
fruit
Funny
glasses
great
harvester
hat
health
heat
helmet
home
information
Keyword
knife
language
line
oil
ornament
pan
pen
performance
perfume
pet
publicity
Security
sites
slippers
snacks
spell
socks
square
stone
temperature
toothpaste
toy
translation
wine
urine
weapons
aston
baseball
basketball
beauties
chair
cigarette
clothing
coffee
computer
creative
cup
dress
drug
dye
fabric
fan
food
flowers
forest
fruit
Funny
glasses
great
harvester
hat
health
heat
helmet
home
information
Keyword
knife
language
line
oil
ornament
pan
pen
performance
perfume
pet
publicity
Security
sites
slippers
snacks
socks
spell
square
stone
temperature
toothpaste
toy
translation
urine
aston
baseball
basketball
beauties
chair
cigarette
clothing
coffee
computer
creative
cup
deck
dress
drug
dye
fabric
fan
fitness
flowers
food
forest
forest
fruit
Funny
glasses
great
harvester
hat
health
heat
helmet
aston
baseball
basketball
beauties
chair
cigarette
clothing
coffee
computer
creative
cup
deck
dress
drug
dye
fabric
fan
fitness
flowers
food
forest
fruit
Funny
glasses
great
harvester
hat
health
heat
helmet
spell
square
stone
temperature
toothpaste
toy
translation
urine
weapons
wine

o2o (オンライン・トゥ・オフライン)とは

昨今、Eコマース業界周辺でホットなキーワードの一つに o2o (オーツーオー)があります。
o2o はOnline to Off-line(オンライン・トゥ・オフライン)を略したもので、Wikipedia では次のように定義されています。

■Wikipedia:オンライン・ツー・オフライン
オンライン・ツー・オフラインとは、インターネットなどのオンラインから店舗などのオフラインへ消費者を呼び込む施策。o2o、O to O、On2Offなどと略される。

o2oの一例として、商品を買う前に比較サイトなどで価格を調べて購入する店を選んだり、Webサイト上でクーポンを発行して実店舗への来店を促したり、といった事が挙げられます。

BtoBにおけるo2o

さて、現状、o2oはどちらかといえばBtoC(Business to Consumer / 企業対一般消費者の取引)の世界で盛り上がりを見せていますが、今後はBtoBの世界でも、こうした動きが活発になっていく事が予想されます。

BtoBにおけるo2oの具体的な施策としては、どんなものが考えられるでしょう?
一般によく言われているのは、製品展示会などにおけるWebサイトの活用、です。たとえば、展示会に来場する見込顧客に対して事前にWebサイト上から商談予約をもらう、というのも一種のo2oと言えるでしょう。

営業マンが持ち歩くカタログをWebサイト上に掲載し、客先でiPadなどのタブレットを使ってプレゼンをするのも、広い意味ではBtoBの世界におけるo2o施策ととらえることができるかもしれません。タブレット上でお見せした商品を同じ画面からすぐに発注することができれば、受発注にかかる手間は大幅に削減できるでしょう。電話やFAXなどで受注する場合に比べて、人的ミスによる誤発注も減らすことができそうです。

消費者を呼び込む、という観点からは少々ズレますが、BtoB向けのECサイトにFAX受注の取り込み機能を繋げたり、倉庫管理やPOSシステムなどと連動させるような展開も、オンラインとオフラインの連携という意味では非常に面白い取組みです。

今後、BtoBの世界にどのような流れが起こってくるか、注意深く観察していきたいと思います。

 

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