91APP’s Three OMO Engines: Beyond Integration to Organizational Transformation

A business promotion As physical retailers move toward online-merge-offline (OMO) commerce, they must consider how to grow store sales alongside capturing the online-shopping market. 91APP product chief Li Kunmou says its new-retail solution uses three engines—a “data-driven cycle,” a “traffic-growth cycle,” and an “OMO momentum loop”—to create an omnichannel member-shopping experience and connect websites, apps, and stores. Across devices, advertising on responsive websites and app operations acquire more new customers and increase existing customers’ repeat purchases. Across online and offline channels, it combines apps’ and stores’ strengths through coupons and points programs for a seamless experience. Its distinctive “referrer engine” also credits points for store service, leading to bonuses and revenue sharing. Online and store sales thus rise together in a positive cycle. Li concludes that OMO is not merely online/offline integration, but corporate digital transformation, even organizational transformation.