LF Mall, Lotte step up use of 'online for offline' strategy

South Korea's fashion firms LF Mall and Lotte will step up utilization of the "online for offline" (O4O) strategy allowing consumers to purchase clothes online and try them at stores.

According to an LF Mall official, the O4O strategy combines the strengths of online and offline businesses while compensating for the defects.

It also works by collecting data on customers online to tailor the shopping environment to lure them to stores.

LF Mall introduced the concept last October, turning 20 outlets into O4O specialty stores.

Additionally, it provides after-sales service for items purchased online at any of its outlets across South Korea.

Lotte Shopping's online mall Lotte ON also integrated 15,000 department stores and discount stores to help customers pick up their purchases at the nearest outlet at their desired time after purchasing online.

An industry source noted that it would be hard for old consumer trends to return. Thus, they continue to shop online even after the end of COVID-19.

The source foresees fashion companies continuing to develop their O4O strategies as a consequence.