Abstract
This study aims to identify the potential factors for improvement and to generate optimization measures for the Omni-channel strategy. We used the fashion label 'Marc O'Polo', a premium brand in the world, as a study case. This study found that the Omni-channel strategy of Marc O'Polo is compared with the competition with other fashion retailers well-developed, but there are some approaches which miss its target. Thus, we may suggest three points of the Omni-channel strategy for Marc O'Polo, which include that, firstly, triggered or location-based communication by using mobile apps as information and communication tools; Secondly, consistent and centralized social media presentation; Thirdly, personalized online marketing based on customer-generated data.
Highlights
As online retailing has grown rapidly worldwide and become globally competitive, how to retain existing customers to make repeated purchases has become a critical issue for online and offline retailers than ever before
That is the reason why a stable Omni-channel structure derived from the Omni-channel strategy is indispensable to ensure a strong market position
For a better understanding of this content, this study used the fashion label ‘Marc O’Polo’ as a study case to identify the potential factors for improvement and to generate optimization measures for the Omni-channel structure of ‘Marc O’Polo’
Summary
As online retailing has grown rapidly worldwide and become globally competitive, how to retain existing customers to make repeated purchases has become a critical issue for online and offline retailers than ever before. The online shop is an important part of the Omni-channel strategy of Marc O’Polo. In order to complement these channels, Marc O’Polo informs customers by the means of its newsletter about current offers, news and inspirations and promotes campaigns that are implemented online or in-store (Marc O’Polo Einzelhandels GmbH, 2018c). The relaunch and the international rollout of the online shop in 2014, as well as with the introduction of the new CRM and loyalty program for Members in 2015, in combination with the RFID Technology, Marc O’Polo focuses on an Omni-channel strategy in order to come closer to the goal of offering its customers a consistent and seamless brand experience across all channels. Several channels and services are part of this Omni-channel strategy and are applied in order to meet the individual needs of each customer (Lettow, 2015)
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