IDEAS home Printed from https://ideas.repec.org/a/igg/jban00/v7y2020i2p54-68.html
   My bibliography  Save this article

From “e” Retail to “omni” Channel Retail: A Strategic Initiative of a Fashion Etailer

Author

Listed:
  • Himanshi Agarwal

    (Amity University, Noida, India)

  • Shailja Dixit

    (Amity University, Noida, India)

Abstract

To cope up with the ever-changing dynamic business environment, every organization needs to reinvent their marketing mix strategies by introducing some innovations and novel strategic changes. These transformations are very important for the organizational growth, survival and expansion. These transitions could be the need of the hour or a strategic move towards a brighter future. Several ecommerce players are already scaling up their offline presence to let customers experience the product before buying and to reach a larger market. Myntra is planning to be one of them by opening its physical stores across India to boost its private labels. The case attempts to examine those factors which prompted Myntra to sail against the tide. In spite of touching such heights in the online world in a short time span of just a decade is Myntra not convinced about the customer satisfaction and thus, reverting back to traditional retail.

Suggested Citation

  • Himanshi Agarwal & Shailja Dixit, 2020. "From “e” Retail to “omni” Channel Retail: A Strategic Initiative of a Fashion Etailer," International Journal of Business Analytics (IJBAN), IGI Global, vol. 7(2), pages 54-68, April.
  • Handle: RePEc:igg:jban00:v:7:y:2020:i:2:p:54-68
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJBAN.2020040104
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jban00:v:7:y:2020:i:2:p:54-68. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.