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IDL: The enabler of the physical retail industry
內容大綱
IDL Innovation Hong Kong Co. Ltd. (IDL) was a well-known interior design company specializing in commercial retail centres. The design company’s goal was to help its partners create more value by presenting effective interior design. However, with the rise of e-commerce, the financial performance of the conventional retail industry had dropped significantly. To help the industry regain customers, the design company developed a new business framework that combined online components with traditional consumer social spaces, based on the common interests, wants, and needs of consumers. In September 2018, the design company transformed a shopping centre in Shijiazhuang, Hebei Province, China, that had been losing sales for some time. The shopping mall soon saw a substantial and consistent increase in foot traffic, sales, and revenue. The project was a great success for both the mall and IDL, but could this concept be also effective when applied to other projects?
學習目標
This case is intended for graduate- and executive-level courses in marketing management. The case deals with community-based theory in China’s conventional retail industry. After working through the case and assignment questions, students will be able to do the following:<ul><li>Learn about community-related concepts in traditional retail.</li><li>Apply community-based theory in a conventional retail environment.</li><li>Understand the concept of community-based marketing and its advantages.</li><li>Understand the concept and various connotations of community traffic monetization.</li><li>Learn the various steps for building a community business retail model.</li></ul>