Where does O2O Commerce and Marketing stands now and what is it's future?

Back in the day when O2O had a more intuitive and simple name ( 'Clicks to Mortar'), such strategy or even hopes of conversion of an offline customers who generally like to 'kick the tire' before buying anything were very dim.  Little by little with the increasing convenience and over-delivery on promised merchandise that trend is gradually changing.  However, the online marketplace still has decided to claim a different territory than to fight over the same turf with bricks and mortar store.  So, you see, in the US they have the 'Black Friday' for offline buyers and an online buyers doesn't even try to sell stuff to them on the Saturday or even Sunday that follows.  But, instead there is 'Black Monday' for online buyers which is actually a work day but online sites hope that people will sneak a few minutes here and there and buy stuff from them on a work-day.  O2O certainly does have a future but it needs to morph itself into something a lot more valuable to an offline consumer and too tempting for them to resist and that thus far has not happened.  It will, but not yet.  What might bring a breakthrough in this is greater efficiency in reaching to the marketplace with the wares that the offline players yet do not have.  Look at the case studies done on the success of the brand named 'Alien Ware' that succeeded to sell high end super fast machines with cool designs to gamers and you might get some ideas about delivering the alternatives that not only no one has offered yet but no one has even thought off.  Good Luck!