This essay has been submitted by a student. This is not an example of the work written by professional essay writers.

Business Integration of Offline and Online Retailing

downloadDownload printPrint

Offline and online retailing will soon become completely integrated into one. This will mean that one will not be able to do without the other. In the fast-moving world, Alibaba Group has been able to emerge as the biggest e-commerce company in the world. They made the shift to data company due to the integration of online and offline retailing. Data is a powerful tool used to help businesses understand their consumer preferences and to alter their products to make better ones while improving the customers’ experience. This is what the Alibaba Group strives on. Uni-Marketing During the Cannes Lions Innovation festival, Alibaba unveiled some marketing tools that allowed the use of real-time data to target Chinese customers and their preferences. One that I fond interesting was Uni Marketing. It analyses real-time data from the Alibaba Group ecosystem to be able to provide brands with accurate insight into the customers’ preferences and behaviors. This is helpful to the brands to be able to segment the customers while creating ample room for communication among them and their customers. It is able to target more clearly than other similar tools because it uses the whole Alibaba’s ecosystem data to be able to provide references of customers all across China. Publicis Groupe has been the first to adopt this strategy, which it targets to use and understand its luxury customers better. Uni Marketing is based on four strategies. The first one is exhausting the ‘Brand Databank’, which is an online dashboard providing data from customers and suggesting actionable steps.

The second is Uni Strategy with help in efficiently categorizing its customers; learn its behaviors, which eventually provides a complete picture of how different customers behave. The third is Uni Communication. It is an ad-serving tool, which gathers information from all leading Chinese media and feeds it to the Databank. This way allowing agencies to improve market capabilities and support brands. The fourth is the Uni Operation, which finally enables brands to personalize and create content for customers building relationships effectively across the board. Potential Business Value of Using Data It has been predicted that by the year 2020, the Chinese cloud market could reach $20billion. Consider that two years ago it was only $1.5billion (Clark, 2018).

Alibaba is tapping into the offline market in China and eventually worldwide by integrating its immense online retail with the offline one. This means tapping into new ventures in the group. It has consistently shown improvement in its revenues. Its computer networks and massive data it contains gives it advantages in the technological innovations. It still continues to come up with technological advances that co-integrate the customers to the sellers. This friendly environment creates trust which turns into increased value on the business side of things of the group. Alibaba is the most diverse and complex Internet-based company in the world.

Through personalizing their data and making it more secure, more customers will prefer a friendly interface while shopping which is a source of value addition to the Alibaba Group. The Relationship Between the Use of Data and the Analytic Value Escalator Gartner’s Analytic Value Escalator is a framework used in business to integrate platforms, people and processes to align them to give or be able to strategically approach business in a smooth approach. The company has been able to do this through its immense collection of data helping them learn and understand the preferences of their customers. Through online and offline integration, the company has been able to effectively use the framework. This clearly indicates that Alibaba fits in the Analytic Value Escalator and keeps using it to provide better services to its customers.

Remember! This is just a sample.

You can get your custom paper by one of our expert writers.

Get custom essay

121 writers online


Remember: This is just a sample from a fellow student.

Your time is important. Let us write you an essay from scratch

experts 450+ experts on 30 subjects ready to help you just now

delivery Starting from 3 hours delivery

Find Free Essays

We provide you with original essay samples, perfect formatting and styling

Cite this Essay

To export a reference to this article please select a referencing style below:

Business integration of offline and online retailing. (2018, May 17). GradesFixer. Retrieved March 30, 2023, from
“Business integration of offline and online retailing.” GradesFixer, 17 May 2018,
Business integration of offline and online retailing. [online]. Available at: <> [Accessed 30 Mar. 2023].
Business integration of offline and online retailing [Internet]. GradesFixer. 2018 May 17 [cited 2023 Mar 30]. Available from:
copy to clipboard

Where do you want us to send this sample?

    By clicking “Continue”, you agree to our terms of service and privacy policy.


    Be careful. This essay is not unique

    This essay was donated by a student and is likely to have been used and submitted before

    Download this Sample

    Free samples may contain mistakes and not unique parts


    Sorry, we could not paraphrase this essay. Our professional writers can rewrite it and get you a unique paper.



    Please check your inbox.

    We can write you a custom essay that will follow your exact instructions and meet the deadlines. Let's fix your grades together!


    Hi there!

    Are you interested in getting a customized paper?

    Check it out!
    Don't use plagiarized sources. Get your custom essay. Get custom paper

    We can help you get a better grade and deliver your task on time!

    • Instructions Followed To The Letter
    • Deadlines Met At Every Stage
    • Unique And Plagiarism Free
    Order your paper now