Carrying out the online to offline business is becoming the possible development direction for the traditional retailers, but multi-channel strategies will lead to the competition for resources and cause the conflict among online to offline channels, as a consequence, the synergistic effect is offset by the substitution effect, therefore, how can the multi-channel retailer achieve cooperative marketing has become a hot research topic. Based on the concept of collaborative marketing, this article firstly clarifies two main types of the online to offline collaborative marketing that are “offline getting into online” and “online ping into offline”. Then, it reviews the research regarding online to offline collaborative marketing strategy of the multi-channel retailers from perspectives of channel integration, enterprise resources, goods and services. Furthermore, it systematically retrospects the literature about the online to offline collaborative performance, marketing strategy fit and customer trust of the multi-channel retailer. Finally, this article prospects for future research in this field with a hope of providing references for the theoretical studies about collaborative marketing of the academia and the practice of the online to offline collaborative marketing of the multi-channel retailers.