Omnichannel retailing: Digital transformation of a medium-sized retailer

Abstract

Most retailers are currently undergoing a major transformation in the process of becoming omnichannel retailers. This case addresses the challenges of an Irish company in the transition from an offline focused retailer to an omnichannel company. Building on its strong expertise in traditional offline retail, the company is aiming to establish itself as an omnichannel retailer that allows for increasing its customer base in Ireland and overseas. The case describes actual challenges along the journey, including the strategic, operational, and technological challenges. It provides an opportunity for students to discuss and understand the practical aspects of the retail transformation process and the linkage between technology and business strategy. The case enables discussions on the multiple aspects in the process of transformation toward omnichannel retail and promotes the development of innovative solutions for transferring customer experience provided in offline retail to online platforms.