Donald Chan

[IBWSC13 Feature Stories] New Habit of Shopping – Offline? Online? Online to Offline (O2O)?

August 14, 2013 / by / 0 Comment

While almost all IB WSC students admit to having smart phones, and all of them use the internet on a daily basis, online shopping experiences vary from country to country. Even in the uber-connected city of Hong Kong, where free public wi-fi is in abundance, people’s shopping habits have not automatically shifted online. This however does not mean consumers are not using the internet and smartphones to help them decide what and where to buy.

The afternoon’s conference called “New Habit of Shopping – Offline? Online? Online to Offline (O2O)?” presented by Mr. Donald Chan, from Hong Kong based company Cherrypicks, presented the students with some of the latest technological developments in this field and introduced the audience to the relatively new concept of O2O, or Online to Offline.

O2O defines the recent trend for consumers to use the internet, or smart phone, to research a product, compare prices and ultimately make a shopping decision before going to a specific shop and physically purchasing the item in question.

As this trend has now become an ingrained consumer behaviour, marketing professionals are looking to technology to help them promote products, shops and brands.

Through a series of videos and live demonstrations, Mr. Chan illustrated to the students some of Cherrrypick’s most popular mobile applications which tap into the consumer’s user experience via our five senses.

The applications presented were:

1. iButterfly which uses augmented reality to give consumers location based promotions

2. Town Check – through pattern recognition a mobile phone can bring a print advert to life

3. Touch Code – how a simple business card or coupon can make paper become digital. This can be used for lucky draws, quizzes, Facebook campaigns etc. The card becomes the key or trigger.

4. Lala – using sonic wave technology (ultra high frequencies that humans cannot hear) this app can replace physical loyalty cards. Product Information can be found here (

5. VideoWatermarking  is used to create interaction between smart phones and televisions. Today many people watch TV with a smartphone in their hand so companies are looking for ways to tap into this.

Angelina Draper, from JMSC, HKU