Brand W: Strategizing for Omni-Channel Retail
商品編號：9B18A046
出版日期：2018/07/16
再版日期：2018/07/06
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：omni-channel strategy;apparel retail;online retailing;customer engagement;customer loyalty;fashion brand;fusion fashion
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：India
產業：Retail Trade;
事件年度：2018
TCNS Clothing Company Limited (TCNS), the owner of women’s fusion-wear brands W, Weve, Aurelia, and Wishful, had built up a strong retail brand presence in India since its founding in 2002. By 2017, its product innovation, proactive customer need fulfillment, and extensive retail reach had enabled it to grow into a ?11.5 billion company. The W brand had been building its online presence, but this was still contributing only single-digit shares to sales. Faced with issues of declining loyalty and increasing expectations of digitally influenced consumers, retailers in India were moving toward omni-channel strategies. In early 2018, this seemed to have become an imperative for W as well. Was it now time for W to pursue an omni-channel retail strategy to offer its customers an unbeatable experience? An infusion of funds from two major investors had given the company significant financial muscle to pursue aggressive marketing. Yet, the challenges of going omni-channel were considerable. How should W proceed?
教學手冊：8B18A046;
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