Did You LINE Today? Strategies for Creating LINE Online to Offline Customer Experiences

The popularity smart phones, mobile applications (Apps) have exploded in recent years creating unlimited business opportunities. Today's customers desire to acquire not only software and products, but also memorable experiences. Using O2O (Online to Offline, Offline to Online) marketing strategies, customers interact with software and products in the real world that doing so will help them increase their imagination and enjoyment, providing them with different and memorable experiences. An exploratory qualitative study was undertaken using case study "LINE&". Data were collected from secondary documents and interviews with customers about LINE's O2O services for creating customer experiences over the past three years. This study focuses on LINE's integration of online App-based services and offline real-world marketing, categorizes these services into five types of experiential strategy models based on their different characteristics. We conclude with several lessons related to the integration of the virtual and physical worlds to create customer O2O experiences.