Case Study - Omni Channel Strategies of Top Retailers PDF

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Case Study: OmniChannel Strategies of Top RetailersMckenzie Foust Southern New Hampshire University MKT 222: Principles of Retailing Professor Dina Meoli July 23, 2021The OmniChannel strategy appears to be a strong one, especially in terms of the main retailers that operate within it such as “Walmar...

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Case Study: OmniChannel Strategies of Top Retailers

Case Study: OmniChannel Strategies of Top Retailers

Mckenzie Foust Southern New Hampshire University MKT 222: Principles of Retailing Professor Dina Meoli July 23, 2021

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Case Study: OmniChannel Strategies of Top Retailers

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The OmniChannel strategy appears to be a strong one, especially in terms of the main retailers that operate within it such as “Walmart, Kroger, Costco, Home Depot, Target, Walgreen, and CVS.” (Berman et al., 2017) The omnichannel is essentially the mixture of ecommerce and brick-and-mortar shopping methods. The mixture of these two methods has been essential for businesses to not only keep existing customers but gain new ones as well. E-commerce shopping became especially essential during the coronavirus pandemic as people were staying home and not going into stores. Retailers had to become adaptable to that situation and provide other ways for customers to get what they needed such as groceries, pet items, and retail therapy. When the world began to open back up, some people were itching to get back into stores just for experience, but that was not how everyone felt. Many people loved online only shopping during the pandemic, as it worked with their schedules or fit another part of their lives. This of course meant that retailers needed to maintain both forms of commerce or lose customers. ““Omnichannel is the new reality whether they engage or not. If you’re available where and when consumers look for you, great. If not, you lose to someone who is,” says Marge Laney, of Alert Technologies.” (Berman et al., 2017) A way for the companies listed above to move into the world of e-commerce was to start selling online through an app or website. The online orders are typically placed so that customers can have the items delivered to their home, but there is another option that also plays into the customers need for convenience, which is pick up. Many stores including, Walmart, Target, and Home Depot have adopted the in store pick up option that allows customers to shop online and have their items collected in the store by an employee so that all they must do is go to one location in the store for all their needs. This option takes the hassle out of shopping for customers.

Case Study: OmniChannel Strategies of Top Retailers

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The companies listed above started as brick-and-mortar locations that had to be strategic in the placement of their stores. For instance, I have never seen a CVS location without a Walgreens within the same block because they are competitors. Auto retailers, AutoZone and Advance Auto Parts have the same location relationship. But what does the omnichannel strategy look like for companies that started as a strictly e-commerce retailer? Amazon is a retailer that fits into the strictly e-commerce strategy start. However, Amazon has started to expand into brick-and-mortar pop up stores to branch out and give their customers a more in person experience. According to their website, they currently have seven retail pop up locations in California, Illinois, Washington, Colorado, Nevada, and Texas. These locations are in well populated areas that will allow Amazon to operate using the omnichannel strategy, appeasing customers, but also not overextending themselves. Perhaps if these pop ups are successful enough, Amazon will open pop up locations in each state. The real goal of the omnichannel retail strategy is to gain all the customers they can while remaining successful. This can be accomplished by opening pop up brick-and-mortar locations such as Amazon did or starting to sell items online for pick up or shipping delivery. This strategy is popular because it give the customer many options to fulfill their wants and needs. ““Omnichannel remains aspirational. Today’s omni-shoppers know what they want,” Zybowski says, “retailers to offer whatever, wherever, whenever they want. When it comes to value, they want [to have] their cake and eat it too—they don’t expect to pay more for convenience.”[…] Zybowski adds.” (Berman et al., 2017) In today’s retail world experience and convenience are key components to success.

Case Study: OmniChannel Strategies of Top Retailers References Berman B. R., Evans J. R., & Chatterjee P. M. (2017). Retail Management. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9780133797039/

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