How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)

Fitriani, Caecilia and Kurniasari, Florentina and Silva, Noemi (2021) How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study). In: ICEBE 2020, 1st October 2020, Tangerang, Indonesia.

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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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: omni channel online shopping customer experience covid-19 organization performances
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 17 May 2021 08:17
Last Modified: 17 May 2021 08:17
URI: https://eprints.eudl.eu/id/eprint/3282

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