Online-Offline cooperation and complementation analysis

Due to the fast and efficient implementation of new purchase and sales processes, different current options through how both sides, consumers and retailers carry out purchases, are gaining importance over the last years, what generates the research of growth and improvement processes. Nowadays online sales are moving forward by leaps and bounds though the need of keeping offline traditional system has been verified, so the strategy seeks combining both of them and with it obtaining the maximum benefit for consumers and also to ensure retailers’, as well as providing an experience to customers during the buying process through the omnichannel strategy. But this paper’s objective is to answer the different questions related to the online and offline connection, their origins and development, such as: 1. Which is the relationship between online and offline channels. 2. If they are complementary strategies rather than substitutes. 3. And in case of being complementary strategies, how do they work together and what profits do they award. With this it is sought not only to understand the new tendencies and their development through the last years and to know how to obtain the higher profit with each of them but also to find out how the business development will be for the coming years depending not only on consumers’ behavior facing all these new strategies but also on each industry and its possibilities. To better understand the behaviour of these channels and its operation three companies from three different sectors whose business approaches were quite different in their beginnings, as well as their strategies, focusing on a single platform, have been chosen to analyse how they have been evolving since their starts until today, where both online and offline channels and the different platforms that compose them through which the client can interact with the brand become links in a single chain achieving the fusion not only between the different channels but also between the customer and the company