COURSE: DIGITAL BUSINESS INNOVATION

PROJECT: HAMLEY’S

Instructions for the submission:

● Please maintain the following: Font - Times New Roman, Font Size - 12, Line
Spacing - 1.5

S.No. Assessment Submission Marks

Format

1 Areas of innovation Text 15 marks

2 Value creation through business model canvas Image 21 marks

3 Digital innovation process Text 12 marks

4 Evaluating performance of a digital business Text 22 marks

Project Maximum Marks 70 marks

Question 1. Areas of innovation
Your Answer INNOVATION
BEFORE PANDEMIC
Various genre of toys for
PRODUCT
different age groups
Enhancing customer
experience through
different types of toy
demonstrations, friendly SERVICE
executives, celebrating
children’s birthdays in
the store
PR/Marketing initiatives MARKETING
took place through toy
demonstration in stores:
product display,
attractive VM, toy
demonstrations
AREAS AFTER PANDEMIC
Add answer here
1. Leverage technology
to go digital for the
product innovation.
2. Expand product
portfolio to include a
wider range of age
groups.
3. As out of home
celebrations are
cancelled, focus on
backyard /in-home
toys.
4. Introduce products/
characters from
various regions that
are dependent on
culture.
Add answer here
1. Have demonstrations,
telephone support,
video calls on demand.
2. The opportunity to
plan and organize
streaming video
activities and parties.
3. Combine tangible and
digital product
components. Bring in
family to have a
streamlines service.
4. Give experience when
maintaining protection
and security. Being e-
trade.
Add answer here
1. Create a presence
online for different age
demographics.
2. Use new platforms.
3. Recruit and hire
foreign companies for
digital media in-house.
4. Use influencers and
channels such as
youtube, facebook and
instagram.
Promoting/providing
 information/sensitivity/
free trails. All-round
brand/product
presentation
Add answer here
1. Digital environment
requirement. Get an
engineering plan and
team.
2. Start by building a
forum for eco-
commerce and online
Retail focused business ORGANISATION
stores to a whole
ecosystem.
3. Take into account
amazon presence,
others.
4. Introduce stream of
income through retail
stores (digital).
Add answer here
1. Software creativity,
dual existence
(offline).
2. Digitally transform ,
not just ecommerce
and e-shops build an
Brick and Mortar BUSINESS ecosystem/environment
Business Model MODEL 3. Make some
KEY VALUE modifications to merit CUSTOME
ACTIVITIES PROPOSITION proposal and R
operational model SEGMENT
STORE HIGH QUALITY
simultaneously S
OPERATION & CHILD
4. Introduce new online
SAFETY TOYS
CUSTOMER
distribution channels PARAMET
and sales sources.. ERS OF
REALTIONSHIP EASY CHILDREN
RETURNS OF
INVENTORY DIFFEREN
MANAGEMENT ANYWHERE T AGE
ANYTIME
2. Updated business model canvas WHEN NEED
AUTOMATATIO
GROUPS
0-13
N OF YEARS
PROCESSES
Your Answer Add the image of your business model canvas here
DATA DRIVEN CUSTOMER
DECISION S
KEY
RELATIONSH
PARTNERS
IPS
STORE
TOY
EXECUTIVE
DEMONSTRA
S
TIONS
TOY
ATTRACTIVE
BRANDS
STORE
DECOR
PRIVATE
LABEL
TRANSPARE
NT &
TRUSTWOR
THY
 KEY
RESOURCE
S

WORLD DISTRIBUTIO
WIDE N
RETAIL CHANNELS
STORES
RETAIL
BRAND STORES
IMAGE
MASCOT ONLINE
STORES
IT
INFASRTUC
TURE

COST STRUCTURE REVENUE SOURCES

RETAIL STORES PROFIT FROM RETAILS

TECHNOLOGY COST INCREASES PROFIT FROM ONLINE SALES

3. Digital innovation process

Your Answer Write your answer here

Hamleys identified that in order to achieve their objectives as well as to
deliver the best and appropriate experience to customers 2 areas that
particularly require addressing.
FIRST: integration of inventory control and order fulfillment systems.
The foremost task of hamleys in this context had to fully integrate the
website with inventory control and order fulfillment systems. This
integration aimed to ensure that products which customers wanted that
must be made available so that customer would able to order the same.
SECOND: digital experiences digital experience as whole had to hook
and gain the fun, inspiration, joy and excitement for which the hamleys
always work and stood for.
OUTCOME: integrated customer experiences
 Hamleys enabled smart retail website solution.
 To provide their shoppers with detailed and built –in customer
service.
 Mirroring
 Improving the experience in the store.

 Clients shopping online are easier to find

 Commodity identification
 Inventory control
 For detail
 Order placing
In the end, feel more dedicated to the brand of Hamleys.
1. Combined all the different networks or channels into one
structure from the company point of view. So that the business
results can be well understood, precise and timely.
2. Now that the technology & the entire sector has constantly
evolved, hamley has the potential to develop and introduce
new applications, channels and facilities. That is a great
advantage an organisation can have in the retail world of
today.

BENIFITS FOR HAMLEYS

Better customer experiences
The single platform, rich content and with the introduction of
the ‘Explore’ section gives customers- and their children- a
more engaging experience that a trip to a hamleys store has
always created. Shopping is easier and more pleasurable ;
creating enhanced customer loyalty and increased revenues.
The international facility opens up a world of new
possibilities.
More efficient order management
The solution provides complete visibility of stock holding and
sales. It communicates stock and product information
instantly to online customers and enhances the company’s
warehousing and fulfillment capabilities.
Flexibility and growth
The solution is a modular, allowing hamleys to add and
integrate new channels, and functionality.
Brand consistency and excellence
Hamleys brand occupies a unique place in shoppers hearts .
Instantly recognizable in-store or on shopping bags, its
online presence now carries the same cachet and sense of
excitement.
Type of Innovation- Sustainable- Incremental
4. Evaluating performance of a digital business
January Februar March April May
y
No. Of 13908 17323 20520 27195 26800
positive
feedbac
ks
received
Total no. 25288 29868 34200 45325 43225
Of
feedbac
ks
received
Bounce 55% 51% 47% 45% 42%
rate (%)
Sales 250000 400000 350000 450000 400000
(INR per 0 0 0 0 0
month)
No. Of 72250 74670 90000 122500 113750
 transact
ions
No/of 21675 23894 27900 37975 34125
repeate
d
transact
ions
Total 289000 285000 300000 350000 325000
unique 0 0 0 0 0
visitors
Average 3 3.5 3.5 4 4.4
number
of pages
visited
Average 3 3.5 5 7 8
time
spent
on site
(in
minutes
)

4.1 Add the three metrics and reasoning behind selecting them here
1. Feedback received: to check negative as well as positive feedbacks
so one should know about the area of improvement for Hamley’s
Digital Platform.
2. Sales & Revenue: to check the return on investment.
3. Bounce rate: for the visibility of the website.
4.2 Write your answer here
January February march April may

Conversio 3% 3% 3% 4% 4%
n rates

Average 34.6 53.6 38.9 36.7 35.2

revenue
per
transactio
n
% of 30% 32% 31% 31% 30%
repeated
transactio
ns

6%
4%
2%
0%
January February march April may

Conversion rates

60

50

40

30

20

10

0
January February march April may
Average revenue per transaction
 33%

32%

32%

31%

31%

30%

30%

29%
January February march April may
% of repeated transactions

1. Conversion rates is increasing exponentially.

2. Average revenue per transaction is quiet constant.
3. Number of repeated transactions are decreasing.

Summary:
Intelligent retail’s website solution gave hamleys the ability to deliver
integrated customer experiences to online shoppers, mirroring- and even
enhancing – the instore experience. Online shoppers now find it easier to
identify products, check stock and information, place orders and feel more
engaged with the brand.
From a business perspective, bringing the various channels together
provides a more accurate and timely insight into business performance
across the organization, from orders and revenues to stock levels and
replenishment.
Hamelys now has the ability to add further applications, services and
channels as the industry and market continues to evolve- a major benifit in
today’s global retail landscape.

The solution is capable of being rolled out across different geographies, so

that as hamley’s reach expands.