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39 Bakers: Strategizing for Omnichannel Retail
內容大綱
At the end of March 2023, Gagan Kanwar, the owner of 39 Bakers, a bakery based in Jammu, India, called a meeting with his store managers to discuss expanding the business by moving online. The bakery had multiple outlets in Jammu, but rival bakeries in the area had successfully transitioned to the online space and experienced notable growth. Customers everywhere were clearly embracing online shopping. Kanwar understood that online was the way forward, as it could be used not only for fulfilling his expansion strategy but also for boosting revenue and improving customer relationships. But he also knew that developing digital infrastructure, such as a website, mobile app, and social media presence, and working with online food delivery platforms would require significant investments of time, money, and labour. Expanding through franchises, on the other hand, could be more cost-effective. Was it the right time to go online? Would the online channel strategy help 39 Bakers strengthen its customer base? How could an offline-dominant retail outlet transition from brick to click?
學習目標
The case will help graduate and postgraduate-level students identify key issues faced by offline retailers engaged in food and beverage restaurant activities and wanting to make their presence known on an online platform. At the end of the case discussion, students will be able to do the following:<ul><li>Understand the various channels used by retailers to expand a business.</li><li>Analyze challenges faced by offline retailers transitioning to online channels.</li><li>Describe the opportunities associated with an omnichannel retailing strategy for small businesses.</li><li>Examine the essential factors to build customer relationships and the customer experience in the online setting.</li><li>Evaluate marketing strategies that play a significant role in positioning offline retailers in the online space and developing a competitive edge.</li></ul>