Indigo Indigo vs. vs. AmazonAmazonRevamping the Online Retail Experience (and Model) Revamping the Online Retail Experience (and Model) at Indigo.caat Indigo.caPresented by: Arundati DandapaniPresented by: Arundati Dandapani

Book Retail in Book Retail in CanadaCanada

Indigo Chapters: Indigo Chapters: Canada’s largest Canada’s largest bookstorebookstore

Not just books: Not just books: they sell culture, they sell culture, information, and information, and lifestyle! lifestyle!

Have you shopped Have you shopped on Indigo Online?on Indigo Online?

Have you shopped Have you shopped on Amazon.ca?on Amazon.ca?

Online Book Retail: Online Book Retail: Indigo vs. Amazon Indigo vs. Amazon

Management and Management and Marketing ProblemsMarketing Problems

Management Problem: Management Problem: To determine how To determine how Indigo can improve its online retail experience Indigo can improve its online retail experience and improve its source of online revenues in and improve its source of online revenues in the face of competition from traditional the face of competition from traditional leaders like Amazon?leaders like Amazon?

Marketing Problem: To assess Marketing Problem: To assess how much how much of a threat or competition Amazon poses to of a threat or competition Amazon poses to IndigoChapters online, and how to increase IndigoChapters online, and how to increase online traffic to Indigo so that more of online traffic to Indigo so that more of Canada’s readers are shopping online at Indigo Canada’s readers are shopping online at Indigo instead of Amazon.instead of Amazon.

Research Problem Research Problem and Research and Research

ObjectivesObjectivesResearch Objectives Research Objectives

Analyze the customer experience of online Analyze the customer experience of online shoppers at Indigo.ca and gauge their level of shoppers at Indigo.ca and gauge their level of satisfaction with the brand– does it complement satisfaction with the brand– does it complement the offline presence of the brand?the offline presence of the brand?

Assess the brand image of technology and books Assess the brand image of technology and books sold online at Indigo Chapters and increasing sold online at Indigo Chapters and increasing online e-commerceonline e-commerce

To scope demographic profiles of consumers To scope demographic profiles of consumers To compare book-buying habits of those buying To compare book-buying habits of those buying

from Amazon.ca with those buying from Indigo.cafrom Amazon.ca with those buying from Indigo.ca

MethodologyMethodology

Causal research, not really exploratoryCausal research, not really exploratory

QuantitativeQuantitative: Online panels with survey questionnaires : Online panels with survey questionnaires sent out asking people about their retail experience on sent out asking people about their retail experience on Indigo, in comparison with their shopping experiences on Indigo, in comparison with their shopping experiences on Amazon. Consumer perceptions and customer Amazon. Consumer perceptions and customer experiences.experiences.

QualitativeQualitative: Online focus groups on Recollective: Online focus groups on Recollective

Target populationTarget population:: Customers of IndigoChapters and Customers of IndigoChapters and Amazon onlineAmazon online

SampleSample:: Quantitative (5000) + Qualitative (50) = 5050Quantitative (5000) + Qualitative (50) = 5050

Sampling strategySampling strategy

Shoppers at Indigo.caShoppers at Indigo.ca

Those who have not yet shopped at Indigo.caThose who have not yet shopped at Indigo.ca

Shoppers at Amazon.caShoppers at Amazon.ca

Those who have shopped only at the brick Those who have shopped only at the brick and mortar Indigo outletsand mortar Indigo outlets

Promote on Craigslist and the company social Promote on Craigslist and the company social media websitesmedia websites

Milestones and Milestones and DeliverablesDeliverables

Research Proposal : 14 Apr 2015Research Proposal : 14 Apr 2015

Exploratory Qual: 20 Apr – 30 Apr 2015Exploratory Qual: 20 Apr – 30 Apr 2015

Analysis of Qual and preparation for QuantAnalysis of Qual and preparation for Quant

Quant Survey in field for 2 weeks 20 May Quant Survey in field for 2 weeks 20 May 20152015

Qual focus groups from 01 June – 10 June Qual focus groups from 01 June – 10 June 20152015

Presentation and final report – 30 June 2015Presentation and final report – 30 June 2015

Works citedWorks cited

http://www.cbc.ca/news/business/sears-canada-reitmans-indigo-face-battle-for-survival-1.2714193

http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02096.html

http://www.cbc.ca/news/business/sears-canada-http://www.cbc.ca/news/business/sears-canada-reitmans-indigo-face-battle-for-survival-1.2714193reitmans-indigo-face-battle-for-survival-1.2714193

http://publications.gc.ca/collections/http://publications.gc.ca/collections/collection_2012/pc-ch/CH44-143-2012-eng.pdfcollection_2012/pc-ch/CH44-143-2012-eng.pdf

Thank you!Thank you!