Tech On Fire

Digital Transformation for Retail Industry

A whopping 90% of customers say that product video helps them make buying decisions

Why need this technology

In 2017, a business trend called New Retail emerged in mainland China.  New Retail is the digital transformation of traditional retail store into a new model called Online Merge Offline (OMO). New Retail is revolutionizing the way we shop and the experience of shopping itself by creating new value for customers. No longer do we need to visit one store for food, another for appliances, yet another for medicines, and finally a restaurant to enjoy a meal. Shoppers can do all that in one place online.  Meanwhile, the rapid rise of smartphone users, frictionless mobile payment systems such as Apple Pay, advancements in Artificial Intelligence (AI), and cheaper and better sensors have all contributed to the rise of OMO.  Through OMO, offline businesses are combined with online businesses, thereby creating more business opportunities and new consumption occasions and patterns.  Now that New Retail concept has achieved stability in mainland China, this business model is gradually being adopted by mature markets in Asia, including Hong Kong.  It is time for the retail industry in Hong Kong to join in the digital transformation for reaching global clients 24 hours a day, 7 days a week while cutting costs on rent, one of the major costs for doing business in Hong Kong.

Pain Points We Solved

Advancement in digital technologies has had a profound effect on our personal lives, and caused significant shifts in how businesses should be run. In retail, such shifts arise from changing customer expectations and from competitors who have embraced new digital business models and solutions. To remain relevant and successful, retailers must rethink strategies, learn to cope with uncertainties, adopt new approaches, respond quickly and find ways to create new experiences that customers want and value. This can involve new channels, new services, new products, or a combination of all of these for the greatest impact. It is evident that digital transformation is essential to responding to evolving customers’ needs.  However, these ever-changing technologies have made it difficult for traditional retailers to join in.  Retailers have faced challenges in setting up and running an online business, managing relationship with clients online via loyalty programmes, marketing using OMO, etc.  This course will bridge the gap by introducing learners to New Retail and OMO, providing hands-on experience on developing an ecommerce platform and using electronic payment methods, collecting and analyzing customer behavioral data and learning from success stories.

Programme Highlights

New Retail refers to the integration of online and offline shopping using modern technologies, data and customer engagement techniques. This course aims at enabling traditional retail industry practitioners to establish their online presence and apply Online Merge Offline (OMO) business strategy in the industry; it can enhance the overall buyers’ experience. In addition, learners will learn how to adopt electronic payment gateway, data analysis and multi-sales channel management in their business. After complete this course, learners can transform their traditional retail business into New Retail with a data-driven mindset.

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Technology Applied

Students can instantly apply the latest eCommerce knowledge to real life work

Technical skills unlock :

  • eCommerce platform development
  • Progressive Web App
  • Social Listening Tool
  • Electronic Payment method
  • Cyber security
  • Point-of-sales system
  • Customer behavioural data tracking


Module 1: Expand retail business online

Learning hours: 2 lessons, 6 hours in total

This module focuses on the setting up of an ecommerce platform which can automate the whole retail sales process. Participants will learn to implement different types of online payment methods and to submit order to shipment gateway. In addition, cyber security and online shop performance management will be discussed.

Module content:
• What is New Retail? What is Consumer-to-business (C2B) model?
• Online Merge Offline (OMO) vs Online to Offline (O2O)
• Develop your own ecommerce platform
• Introduction to Progressive Web App (PWA) functions
• Accept digital payment: preparation and security issues
• AliPay, WeChat Pay, Stripe, Credit Card, Instalment and other popular payment methods
• Connect to shipping gateway and digitize the shipping process
• e•Shop maintenance, cyber security and online shop performance management

Module 2: Customer-centred and data-driven approach

Learning hours: 2 lessons, 6 hours in total

This module focuses on the collection of customers’ behavioural data on the ecommerce platform for business improvement.  Learners will gain hand-on experience in data analysis during the course. Furthermore, they can adopt this data-driven approach to solve their own business problems.

Module content:
• Understand the user interface (UI) and user experience (UX)
• Apply “Acquisition, Activation, Retention, Revenue, Referral” (AARRR) model and data analysis to improve conversion rate
mplement data collection, tracking, pre•processing and visualisation
• Understand the “Recency, Frequency, Monetary Value” (RFM) model marketing analysis tool
• Use Customer Relationship Management (CRM) System to nurture customers
• Use Social Listening Tool to better understand clients’ needs
• Case study: How does a local toy shop improve online sales by listening to the data?

Module 3: Live broadcast interactions Online Merge Offline

Learning hours: 1 lesson, 3 hours in total

This module focuses on connecting ecommerce with a physical shop to improve buyers’ experience. Participants will learn how to maintain a membership system and reward point scheme for both online and offline customers with an aim to increase sales.

Module content:
• How to implement OMO? How to provide a better User Experience?
• Use of a membership system and a reward points scheme to collection data and retain customers
• Conduct Customer Segmentation Analysis
• learn about multi sales channel management and data synchronization
• Understand the point of sales system
• Case study: How does a global cosmetic brand analyse customer data and perform OMO strategy successfully?


New Business Strategy

Make use of online platforms and tools for implementing OMO business strategy and become the in-house talent to use and maintain ecommerce for the company

New Source of Customers

Create business opportunities, attract new customers and increase profit by adopting the New Retail model

“Our company has always made use of social media for marketing seasonal fashion items.  We thought ecommerce simply meant making available online our catalogues, contact and payment methods.  We realized from scrolling through competitors’ social media that there were more we can do to boost sales and improve customer loyalty.  But what was it?  Feeling slightly out of our elements, we decided to engage professionals to show us the way to doing ecommerce right. Arranging this course for our team was the best decision we made.  Now we have in-house talents who expertise in OMO strategy and can maintain the online platforms with ease.  We have reached more customers both online and offline and a lot of them are returning customers!’

Terence Yau
Marketing Manager of a Fashion Retail Store

Our Instructors

Our Instructors have been working in eCommerce industry for years with a wealth of teaching experience. They compile the program curriculum and customize the scope and content of the program to cater for different corporate needs, target to technologically upskill corporate staff and improve operation efficiency in a short term. In addition to newest information technology sharing, instructors will also study real life case with students.

Case Study
Do-it-yourself Digital Transformation

A retail group that sells frozen food used to only sell their goods via physical stores.  Sales were alright but they could not breakthrough to increase their sales revenue using the same business strategies especially when rent in Hong Kong and cost for importing meat are always going up.  Realising the limitations of maintaining presence only offline and observing how competitors have drive sales online, the retail group made a timely decision for change, they needed to make use of the power of the internet.  Initially, they explored the option of engaging an agency for the transition; yet having considered that ecommerce will be the future direction for the long run, they have opted for training in-house talents to take up the task.

After taking this course, they have learnt about the OMO strategy and how it can help them amalgamate their existing business offline with the online community. They have set up an ecommerce platform and developed a CRM system that facilitated customer experience across offline and online arenas. Business for both online and offline sales went up by 30%, thanks to the group’s steadfast decision to implement digital transformation. 


Course NameDigital Transformation for Retail Industry
Course CodeR4.0
Course Duration15 hours
Learning ModeFace to Face
Class Size10
Medium of InstructionCantonese with English Terms
FundingThis course has been approved by RTTP scheme for up to 2/3 subsidy
CertificatesYou can receive the following certificates by completing this course
Tech on Fire Certificate
Digital Transformation Certificate issued by a local university *
Completion Criteria 70% attendance rate of our course
You can have the Digital Transformation Certificate by attending the Digital Transformation Workshop held by a local university quarterly. *


I have heard of the Offline to Online (O2O) model but not OMO.  What are the differences?

Under the O2O model, shopping online and offline are two separate arenas. Retailers who predominantly reached customers through their physical stores begin setting up ecommerce websites and engaging in digital marketing. Yet, barriers to purchase still exist in the new arena of making purchases online, for example consumers still have the desire to feel and try on their goods. Some corporations in mainland China led the way in developing a New Retail model called OMO commerce. With this new concept, every aspect of the shopping experience is enhanced. For example, consumers may visit a physical store to touch and feel products. Once they are satisfied with the product and ready to purchase, they can just whip out their smartphones and scan the product’s QR code to have the item delivered directly to their doorsteps.  This complete digitalisation of retail services, i.e. OMO, is the new consumer experience.

Our company has no experience in conducting business or marketing online.  Will this course be too advanced for us?

This course is definitely suitable for total novice or anyone who would like to polish their skills in using technology for business.  This course will cover the basics by introducing New Retail and OMO and guiding learners through the steps of setting up an ecommerce platform and utilising a CRM system.  We are confident that you can grasp the concepts and be able to run a platform on your own after the course.

What platform will be used in this course?

We will be using WooCommerce, a customizable, open-source ecommerce platform built on WordPress.

What is the qualifications of the instructor?

Our tutors are well-equipped with academic qualifications and industry work experience. In addition to his rich teaching experience, he also works in large online platforms or advertising companies. They are willing to share precious experiences with students and guide them to use video for marketing!

Will tuition be subsidized?

Yes, this course has been included in the RTTP program, and students who enroll in the name of a company can receive funding up to 2/3 of the tuition fee.

In what format is the course taught

This course is taught face-to-face, with internships, in-class works, instructors’ corrections and suggestions, and group discussions. If students need it, they can also choose to teach online.

Do I need to have good computer and Internet skills to take this course?

Basic knowledge of computer operations is sufficient.