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

Fitrian, 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). Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020. ISSN 2593-7650

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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:	Article
Keywords:	Omni Channel, Online Shopping, Customer Experience, Covid-19, Organization Performances
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce
Divisions:	Faculty of Business > Master of Technology Management
Depositing User:	Administrator UMN Library
Date Deposited:	04 Oct 2021 08:24
Last Modified:	18 Apr 2023 03:04
URI:	https://kc.umn.ac.id/id/eprint/18475

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