Indigo Canada Online

The Next The Next ChaptersChaptersRevamping the Online Retail Experience (and Model) at Revamping the Online Retail Experience (and Model) at IndigoChaptersIndigoChapters

Presented by: Arundati DandapaniPresented by: Arundati Dandapani

Background: Background: Book Retail in Book Retail in

CanadaCanada Indigo Chapters: Indigo Chapters:

Canada’s largest Canada’s largest bookstorebookstore

Not just books: Not just books: they sell culture, they sell culture, information, and information, and lifestyle! lifestyle!

Have you shopped Have you shopped on Indigo Online?on Indigo Online?

Online Book Retail: Online Book Retail: Indigo vs. Amazon Indigo vs. Amazon

Management and Management and Marketing ProblemsMarketing Problems

Management Problem: Management Problem: How can Indigo How can Indigo improve its online retail experience and improve its online retail experience and improve its source of online revenues in the improve its source of online revenues in the face of competition from traditional leaders face of competition from traditional leaders like Amazon?like Amazon?

Marketing Problem: To assess Marketing Problem: To assess how much how much of a threat or competition Amazon poses to of a threat or competition Amazon poses to IndigoChapters online, and how to increase IndigoChapters online, and how to increase online traffic to Indigo so that more of online traffic to Indigo so that more of Canada’s readers are shopping online at Indigo Canada’s readers are shopping online at Indigo instead of Amazon?instead of Amazon?

Arundati Dandapani

Your management problem is very broad from wht are stores closing to to improving online retail experience to addressing competion of Amazon (they may be related).However, your research questions only address the online experience. The qual section should be exploratory and comapre online shopping experiences of Indigo and competiors to get at understanding of why customers use one or the other.The quant methodology - - how will a survey measure Canada’s bookbuying traffic online? Why a mobile survey - how do you get access to customers mobile device?For your qual you mention that the focus groups will be hosted by the marketing departments of a consortium of trade publishers and book retailers. What does this mean?

Research Problem Research Problem and Research and Research

ObjectivesObjectives Research Problem: Research Problem: What does Indigo as an online retail What does Indigo as an online retail

experience mean to customers of this widely popular experience mean to customers of this widely popular bookstore? How can Indigo improve this experience and bookstore? How can Indigo improve this experience and improve its source of online revenues in the face of brick-improve its source of online revenues in the face of brick-and-mortar shutdowns?and-mortar shutdowns?

Research Objectives Research Objectives (Qual-- exploratory): (Qual-- exploratory): Customer experience of both buyers online from Indigo and Customer experience of both buyers online from Indigo and

AmazonAmazon Assess the brand image of technology and books sold online Assess the brand image of technology and books sold online

at IndigoChapters and increasing online e-commerce.at IndigoChapters and increasing online e-commerce.

Research Objectives Research Objectives (Quant):(Quant): To scope demographic profiles of consumers To scope demographic profiles of consumers To compare bookbuying habits of those buying from Amazon To compare bookbuying habits of those buying from Amazon

with those buying from Indigowith those buying from Indigo

MethodologyMethodology

Causal research, not really exploratoryCausal research, not really exploratory

Quantitative: Quantitative: Online panels with survey Online panels with survey questionnaires sent out asking people about their questionnaires sent out asking people about their retail experience on Indigo, in comparison with retail experience on Indigo, in comparison with their shopping experiences on Amazontheir shopping experiences on Amazon

QualitativeQualitative: Online focus groups on Recollective: Online focus groups on Recollective

Target population: Target population: Customers of IndigoChapters Customers of IndigoChapters and Amazon onlineand Amazon online

Sample: Sample: Quantitative (5000) + Qualitative (50) = Quantitative (5000) + Qualitative (50) = 50505050

Thank you!Thank you!

Secondary Sources Secondary Sources (extra)(extra)

http://www.cbc.ca/news/business/sears-canada-reitmans-indigo-face-battle-for-survival-1.2714193

http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02096.html

http://www.cbc.ca/news/business/sears-canada-http://www.cbc.ca/news/business/sears-canada-reitmans-indigo-face-battle-for-survival-1.2714193reitmans-indigo-face-battle-for-survival-1.2714193

http://publications.gc.ca/collections/http://publications.gc.ca/collections/collection_2012/pc-ch/CH44-143-2012-eng.pdfcollection_2012/pc-ch/CH44-143-2012-eng.pdf