Omnichannel Retailing - Digital Transformation of a Medium-sized USA Retailer
A well-established USA retail company, with a rich history spanning over 50 years, embarked on a digital transformation journey in 2019 with the ambitious goal of becoming an omnichannel retailer. Renowned for its focus on American design products, the company sought to seamlessly integrate its offline and online channels, unlocking new avenues for growth and customer engagement.
Despite its strong brick-and-mortar presence, the company’s web-shop underperformed, accounting for a mere 5% of revenue.
Despite significant marketing investments, the online channel failed to match the success of its physical stores.
This underperformance stemmed from several key challenges.
To address these challenges, we undertook a comprehensive digital transformation strategy,
encompassing strategic, operational, technological, and structural improvements
The company’s digital transformation efforts yielded significant and tangible results:
The case study highlights the challenges faced by a traditional USA retailer in transitioning to an omnichannel approach. Through a well-executed digital strategy, the company successfully addressed these challenges, resulting in improved online performance, enhanced customer insights, and successful omnichannel collaboration. The case underscores the importance of aligning technology, strategy, and organizational structure to achieve a successful digital transformation in the retail industry. The company’s journey serves as an inspiration for other traditional retailers seeking to navigate the ever-evolving digital landscape and embrace the
opportunities presented by omnichannel retailing.