Research Article
How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)
@INPROCEEDINGS{10.4108/eai.1-10-2020.2305556, author={Caecilia Fitriani and Florentina Kurniasari and Noemi Silva}, title={How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)}, proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2021}, month={4}, keywords={omni channel online shopping customer experience covid-19 organization performances}, doi={10.4108/eai.1-10-2020.2305556} }- Caecilia Fitriani
Florentina Kurniasari
Noemi Silva
Year: 2021
How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)
ICEBE
EAI
DOI: 10.4108/eai.1-10-2020.2305556
Abstract
The purpose of this study is to examine the urgency of using an omnichannel strategy for an established bookstore retailer to be survived in the Covid-19 pandemic. This study analyzed one of the biggest bookstore retailers in Indonesia named Gramedia. The omnichannel strategy was launched as an anticipation strategy of the decreasing sales volume of the bookstore which in return had a significant effect on the business performances. The omnichannel strategy was chosen because it is expected to increase the business revenue by maximizing the sales volume from all distribution channels both offline and online. Gramedia felt confident since the company had extensive resources in terms of technology infrastructure support and experiences in delivering superior quality and innovative services to the customers.