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Integration Online With Offline Practices

By Author: Sherry Roberts
Total Articles: 153

Introduction
E-commerce has grown steadily over the past few years. The numbers of businesses that operate exclusively through online channels have increased while the numbers of businesses that have incorporated online channel to their brick and mortar operations are many. Currently, online business channels are no longer experiments but are relevant an important part of most businesses. An online-offline strategy is an integrated, multi-channel plan of action that is designed to utilize online infrastructures to re-establish in-store value with a view to increasing business revenue. One of the key advantages of online-offline integration is that it does not require a complete revolution but utilize some of the existing infrastructures to re-invigorate in-store position. Online-offline integration efforts can occur in various forms. Businesses adopt e-business for numerous reasons and perceived benefits. Some of these advantages include better management of information, better integration of suppliers and vendors, batter channel partnership, reduced transaction costs, better market comprehension and expanded geographical coverage. A successful exploitation of e-business demands making a creative link between a business strategy and the technology that support it, and managing information and technology, enables flexible and adaptive behaviors on the part of the business. The integration of offline and online business model brings upgrade that electronic commerce department plays a role in the organization management department. It ensures a series of product sales and service through the complete supply chain system and satisfies the consumers demand, services, prices, and other quality indicators. The dual experience online and offline, and the convenience provided by mobile clients for the customer reduced the risk of shopping greatly. It save shopping time and improve the efficiency of the business operation and company’s turnover. The essay explores the integration of the traditional business model with technology-based operations. The authors use VIVEL PATISSERI as the case study. The first section describes VIVEL PATISSERI history, operations, and business models. The second section describes the reasons for combining the two channels of business processes (tradition and technology-based). The third section highlights the factors that drive the company to integrate the two models while the fourth section describes the integration process detailing the main steps. The fifth section describes the negative outcomes of integration and the evaluation strategy.
Vivel Patisserie
Vivel Patisserie is a family-owned business that began its operation in Dubai in 1992. Currently, Vivel Patisserie operates stores in Dubai, Abu Dhabi, and Al Ain. With over 22 years presence in the GCC retail market, Vivel has succeeded in establishing itself as a premium brand. The company has franchise stores in Azerbaijan, Kuwait, the Kingdom of Bahrain, Suadi Arabia, and Switzerland. Vivel also offers the reputable brand to visitors including Japanese, Chinese and Russian. Additionally, the company exports its product globally especially Vivel sweets that are global products. Vivel pastries include a collection of over 300 pastries that are in the global market. Vivel Patisserie provides a good case study for an SMEs integration.
Methodology

Reference
Dubelaar C., Amrik S & Vedrana S (2005). Benefits, impediments and critical success factors in B2C E-business adoption. Technovation 25 (2005) 1251–1262
Santiago G & Moreno A (2012). Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information. Operations and Information Management, The Wharton School, University of Pennsylvania.
Su, T. (2013) The Analysis of O2O Business Model. Journal of Business and Management, 1, 34-35.
Tobias K & Mathias (2010). Cross-channel cooperation: a collaborative approach to integrating online and offline business models. Institute for Computer Science and Business Information Systems.
Yingsheng D (2014). Study on the Development of O2O E-commerce Platform of China from the Perspective of Offline Service Quality. International journal of business and social science. Vol. 5 (4); 211

Sherry Roberts is the author of this paper. A senior editor at Melda Research in online nursing papers. If you need a similar paper you can place your order for a custom research paper from custom research paper services.

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