Consumers do appreciate interacting with informed sales reps, trying out products first-hand, and getting items immediately. One fundamental point deserves to be underscored is that shopping is emotional. The internet offers many functional dvantages: selection is endless and endlessly searchable, prices are excellent, and here's none of the hassle of going to the store. Most purchases, though, arent purely functional, and a well-designed shopping experience works with that by heightening the positive emotions and countering the negative ones. Like other physical stores that sell branded products, Benjy's may need to rethink its traditional business model if it wants to survive The past couple of decades have demonstrated that the macro trend is going against the retail chains that depend on physical stores. The early age of electronic commerce is associated to the names of retailers only or mainly online like amazon and Dell. However, after some dithering, many brick-and-mortar retail chains, especially large, big box ones, have heavily invested in the technology, creating online divisions alongside their network of physical outlets. Today, "hybrid"retailers--those lling both online and through traditional stores-hold significant shares of the online market in several sectors, from books to electronics to apparel. 2 To survive and succeed in the fierce market competition, it's time for Benjy's to take the 020 strategy and make its position transformed. The O20 strategy has complementary advantages because it could combine the strengths of online and offline shops, making it possible for the company to offer more attractive price, higher level of convenience as well as better shopping experience to customers First of all, Benjy's should integrate online and offline resources, products and ervices to achieve successful transformation. the resource integration includes the integration of supply chains and information. Benjy's, as a traditional electronic and appliance retailer, has formed certain resource advantages over pure e-commerce Sohrab vossoughi, "Make Customers Want to Buy Offline Harvard Business Review Digital Articles Jun23,2014,p5 Andrea Pozzi. The effect of Internet distribution on brick-and-mortar sales" RAND Journal of Economics Vol 44,No.3,Fal2013,p569 Qiu Lijuan. " Research on the transformation of the mode of home appliance retail industry based on 020 mode ( Master Thesis, Hebei Normal University, Hubei, China, 2014), pl 133 Consumers do appreciate interacting with informed sales reps, trying out products first-hand, and getting items immediately. One fundamental point deserves to be underscored is that shopping is emotional. The internet offers many functional advantages: selection is endless and endlessly searchable, prices are excellent, and there’s none of the hassle of going to the store. Most purchases, though, aren’t purely functional, and a well-designed shopping experience works with that by heightening the positive emotions and countering the negative ones.1 Like other physical stores that sell branded products, Benjy’s may need to rethink its traditional business model if it wants to survive. The past couple of decades have demonstrated that the macro trend is going against the retail chains that depend on physical stores. The early age of electronic commerce is associated to the names of retailers only or mainly online, like Amazon and Dell. However, after some dithering, many brick-and-mortar retail chains, especially large, big box ones, have heavily invested in the technology, creating online divisions alongside their network of physical outlets. Today, “hybrid” retailers—those selling both online and through traditional stores—hold significant shares of the online market in several sectors, from books to electronics to apparel. 2 To survive and succeed in the fierce market competition, it’s time for Benjy’s to take the O2O strategy and make its position transformed. The O2O strategy has complementary advantages because it could combine the strengths of online and offline shops, making it possible for the company to offer more attractive price, higher level of convenience as well as better shopping experience to customers. First of all, Benjy’s should integrate online and offline resources, products and services to achieve successful transformation. The resource integration includes the integration of supply chains and information.3 Benjy’s, as a traditional electronic and appliance retailer, has formed certain resource advantages over pure e-commerce 1 Sohrab Vossoughi, “Make Customers Want to Buy Offline” Harvard Business Review Digital Articles Jun23,2014, p5 2 Andrea Pozzi. “The effect of Internet distribution on brick-and-mortar sales” RAND Journal of Economics Vol. 44, No. 3, Fall 2013，p569 3 Qiu Lijuan. “Research on the transformation of the mode of home appliance retail industry based on 020 mode.” (Master Thesis, Hebei Normal University, Hubei, China, 2014), p13