Case StudyAnalysis: “Can You Win Back Online Shoppers?” By:Sampriti Agarwal (1727357)Problem Statement: The problem of this case is that the Brick and Mortarretailers have a difference in sale that cannot match the sale that happenonline. The customers walk into the stores, compare the prices then have look,feel the product and then make a purchase from online competitors. The samehappened with Benjy’s supermarket store wherein customers walk into theshowroom, look for the product and buy the product from Amazon or any otheronline app, as they offer the product at a discounted price due to the absenceof the Brick and Mortar retail store. Due to all this, retail stores like Benjy have become onlythe look and feel catering services for the customers and the online apps orwebsites are the real shopping market. As per the Research shows that about 83%of the people shopping for electronics and appliances were now practicingshowrooming and chain’s sales had nose-dived as a result where the most recentquarterly loss was approximately $700 million.
Real question that lies is “If technology isdisrupting your business then what should you do?”Solutions: Retailers should always have a question of “Why arethey in the business, they are in?” so that they can have more clarity and away out of the situation they are in. Businesses that help customers in theirdaily habits like Amazon did by developing the habit of its customers to browseonline and shop whereas coming to a store will be hectic and tiring. So how canretail stores be a part of the customer’s daily habits? Here are few solutionsto the problem:· Going Omni channel for better customer experience: According to the RetailTouchpoint, 60% believe that the retail channels like web, social media, mobileand physical retail will be the norm for most stores. As today’s consumer isOmni channel in nature which means retailers need to incorporate the online andoffline channels to have an integrated experience as the success of showroominghas shown that both online and offline channels can work together to improveand provide the better shopping experience. · Focusing of the Installation and Repairs: By providing consumers, thefree repair and installation services in the store that is not available onlinewill be benefit the consumers and will help in providing better consumerexperience. As for example if you buy a product online they provide you withthe instruction booklet which might be complicated for consumers whereas, whenit comes to Brick and Mortar retailers they can guide you with the set ofinstructions which will make it easy for consumer to understand and use theproduct.
· Design for Community centers or hubs: By establishing itself as acommunity hub, you can have potential customers that it will be easy to get to,will be pleasant for them to visit the store so that the customers can spendmaximum time in the store for shopping. Customer engagement will enhance. The friendlyatmosphere will help in reaping rewards that is why by providing the consumerswith comfortable coffee shopping works.