Title Retail post-COVID growth strategy : is omni channel the way? / Ritu Srivastava (Department of Marketing, Management Development Institute, Gurgaon, India), Yogesh Yadav (Department of Consumer Goods and Retail Industries, Accenture, Gurugram, India)

Published Bingley, U.K. : Emerald Publishing Limited, 2021 ©2021

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (2 pages) : 13 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 11, issue 1 Notes To enable the students to appreciate the importance of the retail business environment and identification of opportunities set in the context of an emerging market. To make students understand how a value proposition (product) is crafted in a retail organisation. To introduce the technique of developing a service blueprint for designing the retail consumption experience. To induce students to analyse on what criteria should retail business models be evaluated. To introduce the students to the concept of omnichannel retail strategy The case is about a value-retail chain We Mart India facing the sudden lockdown situation in April 2020 because of the Covid-19 pandemic hitting India. Shailesh Mehta, the Chief Operating Officer of We Mart is wondering what he should do post the lockdown to bring back the retail chain to its pre-Covid fast-paced growth of 25% YOY in June 2019. We Mart focussed on physical stores as a part of its strategy with an emphasis on the in-store experience. The company catered to the aspirations in fashion for the youth through a series of fashion apparel and accessories in Tiers 2 and 3 cities. The company had grown successfully in two decades and had expansion plans for 2020, which now seemed hazy because of this unpredicted biological disruption impacting businesses. Mehtas worries were intensified by the change in the consumer trend that was witnessing a shift from offline to online. He wondered about how to incorporate this change and also realign the corporate growth plans in amidst of a challenging situation. To add to his woes were thoughts about established competitors online already apart from the existing offline ones. Research methods: This case is based on primary and secondary data gathered through interviews and publicly available secondary sources. The name of the company and protagonist have been disguised The case is suitable for post-graduate (masters in buisness administration) level courses on retail management. The length of the case enables the participants to even read in the class Teaching Notes are available for educators only CSS 8: Marketing Includes index Bibliography Includes bibliographical references Notes Print version record Subject Retail trade -- India -- Case studies Internet marketing -- India -- Case studies Business & Economics -- Marketing -- General. Sales & marketing. Form Electronic book Author Yadav, Yogesh, author

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