Blending Offline and Online Commerce – Digitizing the Sales Process
Selling offline? It's time to digitize before customers stop asking
What is a "Crossed offline"?
The offline sales model – relational, expert-based, and trust-driven – still works. But the way customers search for solutions, compare offers, and make decisions has undergone a digital revolution.
Digitizing the classic sales model is now a necessity – not to replace it, but to strengthen, automate, and adapt it to the new buying style.
This is an approach where the company:
does not create an "online store" but uses its logic to create shopping opportunities, redirecting the customer to interact with the sales department,
does not change the relational sales model but allows for nurturing and creating new relationships,
implements digital tools and processes that support salespeople, segment customer needs, and simplify purchasing decisions.
thanks to this:
a website becomes interactive, serving advisory and educational functions, going beyond just being your company's business card—it becomes a part of the customer's journey.
the client receives an online solution recommendation before even contacting a representative, O2O (online to offline).
salespeople receive better-prepared inquiries, with history and intent—these are so-called qualified leads,
salespeople receive better-prepared inquiries, with history and intent, these are so-called qualified leads,
How it works?
1.
Analysis of the current purchasing process
We map the stages the customer goes through – from the first contact to the purchase decision. We identify areas where the process can be shortened, automated, or supported.
2.
Transforming digital channels into advisory points
We design the use of website features and tools to act as an extension of the salesperson's "hand" – with access to calculators, materials, and self-service tools.
3.
Automated Sales Support
The implemented mechanisms pass inquiries to salespeople, but with full context – what solution the client was considering, what they compared, and what data they were looking for.
4.
Simplifying processes – from lead to offer
Sample orders, quote requests, simple configurations – we digitalize what previously required 1:1 contact.
5.
Implementing transparency in recommendation systems and AI
We optimize your digital presence for visibility on Google Gemini, Perplexity, and Chat GPT– where shopping conversations begin today.
Why is it worth it?
shortening the sales cycle – less manual explaining, faster decisions
more valuable contacts – the client knows what they want before they reach out
more time for salespeople – fewer repetitive inquiries, more real negotiations
readiness for AI – an organization adapted to generative search and data analysis.
higher competitiveness – digital adaptation to changes in customers behaviors
Who is the crossed offline model dedicated to?
companies operating in the relational sales model (B2B, B2P, D2S)
producers and importers with a network of representatives or partners
organizations based on individual offerings
brands building expert visibility and recognition
Examples of crossed-offline solutions
A page with a calculator for configurable services or products – the client selects parameters, receives a recommendation, and can immediately request contact.
Educational function of the website at the early stages of the customer's purchasing journey, directing from online to offline (O2O). Educational formats: expert interviews, solution comparisons, product education.
Flexible contact forms that identify client needs with validation – eliminating incorrect briefs and shortening response times.
Partner dashboard – a hub for inquiries, statuses, marketing materials, and offers.
Visibility in AI engines – implementing a content structure aligned with the expectations of Perplexity, Gemini, Bing, also considering WCAG accessibility.
This is not a store. It's a new way of selling
Digitalizing the classic model is an evolution, not a revolution. Instead of changing your company's DNA, we enhance it—with tools, data, and integrations that enable growth in a modern world.
Instead of disintegration, we offer integration with what already works.
Instead of just a store, we build a modern sales model offline with digital support together.
“Take the first step. See what we can change together - smoothly and without turbulence. Transition offline towards digital.”
Workshop crossed-offline commerce
Digital support for relationship selling in the era of AI and new shopping habits
Responding to modern sales challenges
The Crossed-offline commerce workshop was designed as a structural response to the growing gap between traditional relationship-based sales models and the reality of modern purchasing processes, which are increasingly influenced by digital channels and AI-powered recommendation systems.
The new purchasing reality
Today’s customer, even if completing a transaction offline, begins the purchasing decision digitally—searching for information, comparing solutions, analyzing offers, and evaluating supplier capabilities without engaging with a sales representative.
As a result, the touchpoint with the brand is no longer a person but rather an educational-decision interface:
- Website
- Product calculator
- Technical inquiry form
- Product configurator
- Content visible in AI engines (Google Gemini, Perplexity, Bing Chat)
Workshop Philosophy
The workshop does not focus on designing an online store but rather on identifying those touchpoints in the traditional sales process that can be supported or partially managed digitally.
OBJECTIVES OF THE CROSSED-OFFLINE WORKSHOP
Key Goals
- Improve sales team efficiency
- Reduce customer acquisition costs (CAC)
- Increase the quality and qualification of leads
- Adapt the brand’s presence to the new decision-making architecture
Outcome: Evolution, Not Revolution
The organization gains not only a directional vision for transformation but also a precise action framework that is clear and implementable in an evolutionary, rather than revolutionary, approach.
We transitioned into the e-commerce space
We did, i.e.:
- Direct sales of agricultural products to farmers.
- A French large DYI B2C used the model of D2C with click and collect.
- We created the whole process of digital transformation to D2C, including back-office solutions in the manufacturing sector.
D2C helps:
- increase margin,
- shorten supply chains,
- decrease complaints,
- avoid technological debt.
Our expertise in practice
D2C e-commerce in Agriculture Industry
The goal was to design a Direct-to-Consumer (D2C) framework for building and launching a scalable e-commerce platform tailored specifically to the needs of the agricultural industry.
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FAQ
Crossed Offline Commerce is a service that digitizes traditional sales models, not by replacing salespeople with an online store, but by supporting them with digital tools. The goal is to improve sales efficiency through better lead qualification and automation of repetitive processes.
No. We’re not building a "store" – we’re creating digital support for your relationship strategy. We focus on those points in the sales process that can be supported or partially handled digitally while maintaining the relational nature of your business.
The world is changing, and so are customers' shopping habits. Today's customer, even if completing a transaction offline, begins their purchasing decision online. Adapting to these new shopping habits is no longer optional but a competitive necessity.
What benefits does crossed offline bring to a B2B Sales Director?
- Receives qualified inquiries with full context
- Sales teams have more time for actual selling
- Elimination of low-quality inquiries
- Shorter sales cycle thanks to better-prepared leads
What does a CMO/Marketing Manager gain from crossed offline?
- Turns digital channels into a lead generation machine with measurable results
- Ability to deliver valuable leads to sales
- Tools for conversion instead of a website acting as a business card
- Measurable effectiveness of marketing activities
What are the benefits of crossed offline for the CEO of a manufacturing/distribution company?
- Strategic digitalization as a way to scale without overhauling the model
- Growth without increasing sales team costs
- Maintaining the relational nature of the business while modernizing
What does an Export/Partner Channel Manager gain from implementing crossed offline?
- A single digital source of truth (portal, dashboard, tools)
- Greater control over messaging and materials
- Standardized communication across markets
- Consistent messaging of the value proposition
The workshop consists of two work sessions (2×2h), during which:
- We analyze the current customer journey
- We identify the potential for digitalization
- We design the architecture for digital sales support
- We build an implementation roadmap divided into stages
- Analysis of areas in the sales process that require improvement
- Digital support architecture including information channels, inquiry automation, and digital customer service
- Implementation roadmap with minimal pilot scopes
- Success conditions and metrics (improved conversion rates, reduced handling time)
The ideal participants are representatives from sales, marketing, and IT, combining knowledge from all key areas. The workshop does not favor any department but brings together perspectives for real effectiveness growth.
No. The Crossed-Offline workshop designs solutions following the principle of "evolution without revolution." We start with minimal pilot scopes that can be gradually expanded based on the organization's capabilities.
- Product and service calculators and configurators
- Technical inquiry forms
- Digital handling of samples and catalogs
- Lead redirection channels to CRM with full context
- Information and educational channels
Salespeople will not be replaced, but empowered:
- will receive better-prepared leads with interaction history
- repetitive inquiries will be filtered out
- will have full insight into what the client has seen and compared
- the focus will shift to real expert sales
- reducing customer acquisition costs (CAC)
- increasing the quality and qualification level of leads
- improving conversion rates
- shortening response time to inquiries
- reducing the number of unqualified inquiries
The effects become visible gradually, in line with the implementation roadmap. The first pilot typically shows results within 2-3 months, with full benefits unfolding over 6-12 months.
Today's customer initiates purchasing decisions digitally—searching for information, comparing solutions, and analyzing offers without the involvement of a salesperson. The touchpoint with the brand becomes a digital interface: a website, calculator, configurator, or content in AI systems.
Our research shows that the youngest generation most often declares the use of AI, as does the older 55+ generation, which uses it to filter initial results. Brands need to be visible in AI-based recommendation systems.
Online to offline (O2O) is a strategy that directs customers from digital channels to physical interaction with an advisor. Digital channels primarily serve an educational purpose, allowing customers to explore various options and solutions before deciding to reach out to your company. This way, the customer approaches the advisor better informed, increasing the chances of effective collaboration. This model not only simplifies the decision-making process but also builds trust in the brand by combining the convenience of online with the value of direct offline contact.