Chapter 17, Problem 1CCS

Summary Introduction

Case summary:

Company M has developed a multipronged strategy after facing a surprising sales decline and a threat to its status of leading department stores. The expansion happened due to three key efforts such as an Omni channel retailer, its pursuit of relevant target customers, and its partnerships with other retail sources. First Company M has a great online presence, and it simultaneously adopted in-store technologies that help customers to find items they want, design fashionable outfits, make payments more easy and convenient, receives discounts, and even their purchases delivered if they so choose. The new technologies are very convenient to reach wanted goods and also make payments very conveniently by incorporating A pay system. Company M's wallet and S app are two ways by which customers got coupons and special offers. Using a crowdsourced delivery system Company M can able to deliver the customers’ homes. As per one analyst, Company M should pay more attention to people rather than technology to assure the best customer services.

Second, Company M wants to pursue those elusive shoppers called N and the company implemented around $400 million renovation effort for its flagship in the City N store. Third, the company noting the success enjoyed by best buy when it opened dedicated stores within the stores and it makes a strong relationship with the vendor and able to meet a variety of customers' needs. Company M noticed that the customers are looking for more variety in the items available to them to buy for self-consumption or for a gift. Company M seeks to ensure that it is a shopping destination for virtually anyone.

To discuss: The channel in which Company M attempting to appeal to consumers.