720703O2O-ExP (Online-2-Offline Exchange Platform)ClosedGRD Development of PrototypeInnovate UKThe Online-2-Offline Exchange Platform (O2O-ExP) project will deliver a marketing performance management platform that enables a broad range of Brands (producers of high profile products) and Publishers (providers of consumer-accessed content) as well as Retailers to comprehensively understand their marketing and advertising inter-relations and to engage more informatively with their consumers. This engagement will result in mobile device-based real-time multi-channel marketing campaigns and promotions being undertaken in a cost/revenue-effective manner. The retail sector creates a significant amount of financial and social value for the UK economy. The sector is worth over £300bn p.a. but is under serious pressure from an unprecedented series of economic, social and technological changes. High-street retailers must therefore adapt to stay competitive in a rapidly changing landscape where competition is strengthening, particularly from giant US Internet retailers without the burden of bricks and mortar premises and sometimes UK Corporation Taxes. Failure to respond quickly to these changes has already resulted in the insolvency of several high profile UK retail brands and high-street businesses. The O2O-ExP will provide integrated management of online and offline purchasing activities and correlate these to the associated marketing and advertising into personalised incentives for consumers that they can redeem at their local stores. The associated data analysis and reports will enable Brands, Publishers and Retailers to drive their marketing and advertising activities to: 1) Better understand and communicate with their consumers 2) Increase footfall 3) Change consumer expectations and purchasing behaviour. Furthermore, it will explicitly enable and encourage the sharing of consumer footfall by crossmarketing consumers, creating more vibrant retail communities and revitalising bricks and mortar outlets in the high street and shopping centres.