Max Wild’s Sporting Goods

Omni-Channel Retailing

David Loranger

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208765.0006
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Abstract

In today’s marketplace, retailers are constantly challenged to provide customers with an amazing shopping experience—when, where, and how they want it. Whether shopping in-store, online, via mobile app, or in a pop-up location, customers demand uniformity of brand experience and immediate gratification. Omni-channel retailing involves retailers’ breaking down barriers within their operations in order to achieve seamless integration of bricks-and-mortar, e- and m-commerce, and other marketing channels. By utilizing “omni,” retailers maximize stock productivity, reduce costs, and increase customer satisfaction levels and loyalty. Max Wild’s Sporting Goods represents a company that has not yet embraced an omni-channel approach. The company does business “the old-fashioned way,” by allowing different channels to operate as separate companies, with no coordination. This results in inefficiencies that the student will be asked to identify and correct. The student will assume the role of a consultant and will tackle specific problems relating to company organization, communication, and coordination. They will make recommendations to the CEO of Max Wild’s Sporting Goods in ranked order of implementation priority. Simultaneously they will be expected to work within a limited budget to achieve measurable results. The main objective of this case is to understand the complexities and interrelationships of a retailer operating multiple channels, and to develop an appreciation for the critical nature of coordination in the modern omni-channel retail marketplace.


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