IIM JAMMU – EUPHORIA

Retail Supply Chain Analysis: WOW

Problem Statement
• The retail channel design including the channel levels and Manufacturer E-Marketplace Consumer
players.
• Depth vs breadth of the retail channel.
• Are there any gaps in the channel coverage? If yes, are Yes, there is a major gap in the channel coverage because WOW is only
those covered by other channels, or are these unserved? If working as an E-Marketplace brand and has a limited offline coverage.
Following strategies can be implemented to improve the current scenario:
yes, why?
• Cross-Channel Marketing: To plug the gap between offline-online,
marketers need to integrate channels with each other so that data is
passed and processed from one channel to another. This can be done with
Depth Breadth
various technologies such as APIs, RFID, etc.
WOW offers a vast variety SKIN
of products in each HAIR • Integrating Offline and Online Stores: Marketers can deliver a smooth
category BATH & BODY buying experience by enticing customers to purchase products online and
MOTHER & CHILD
having them picked from the brick-and-mortar store. And marketers can
WELLNESS
NUTRITION & HEALTH also enable the return of products purchased online to a physical store.
The implementation strategy is divided into 3 Phases. The Alternatively, products purchased from physical stores can be returned
KPIs to measure after every phase are online by requesting a product-return pickup. The cashback for returned
products can also be directly credited to the customer’s bank account.

1
 Problem Statement
• Retail channel participants' roles and
responsibilities
• retailers, or to other manufacturers for the production of more complex
Has the retail channel design impacted
product range expansion decisions for
the company in the recent past?
The retail channel design has definitely impacted
the product range decisions because currently
WOW is working with E-Marketplaces and is very
limited to offline channels. Therefore it is a
hindrance to product range expansion decisions as
well as limiting the growth of business.
• A manufacturer is a person or company that produces finished goods
from raw materials by using various tools, equipment, and processes,
and then sells the goods to consumers, wholesalers, distributors,
goods.
• An E-Marketplace is an e-commerce site that connects sellers with
buyers. It’s often known as an electronic marketplace and all
transactions are managed by the website owner. Companies use online
marketplaces to reach customers who want to purchase their products
and services. Examples of online marketplaces include Amazon, Flipkart
etc.
• A consumer is a person or a group who intends to order, orders, or uses
purchased goods, products, or services primarily for personal, social,
family, household and similar needs, not directly related to
entrepreneurial or business activities.