Retailing and servicing strategies for an imperfect production with variable lead time and backorder under online-to-offline environment

Online-to-offline (O2O) retailing strategy is one of the trending topics in business industry. The current study focuses on an advanced for a single item retailer and manufacturer. Reminding revolution internet world, dual-channel system developed this study. offers their through online offline mode, though producer prefers only mode. Besides, manufacturer provide different services to clients product's life cycle keep company's brand image. demand depends selling price its service both channels (offline online) customers. To upgrade services, some investments are implied decrease lead time. In expansion, increase optimize benefit, gives customers (unpaid, partially paid, full paid). supply chain's benefit optimized beside ideal esteem decision variables. Application strategies O2O near about $ 71\% beneficial compared traditional chain. Numerical experiment proved that full-paid 79\% compare paid service; however, recommended industrial benefit. Different numerical examples, exceptional cases, sensitivity analyses were performed prove model's applicability along with graphical representations.