Chandukala, S$.$ & Osinga, E$.$ C$.$ & Mittal, S$.(2020).$ Iuiga$$s Challenge: Is Omni$-$channel worth it$?$ Ivey Business Publishing.

Instructions

Review readings from unit $6.$

Thoroughly read the case. It is recommended that you read $2-3$ times.

Prepare a $5-$page report $(12-$point font, double spaced not including the title page or reference page$),$ incorporating a minimum of five sources, with a minimum of two of the five sources academic, considering the following guiding questions:

Was launching a physical store worth it and what were the physical store$$s implications for luiga$$s future retail strategy?

Should luiga continue to expand its physical reach, given the low penetration of e$-$commerce in Singapore?

Did the offline sales cannibalize online sales? What was the impact of physical stores on the average basket size of online customers? Did the data indicate that the physical retail was better suited for customer acquisition than its online platform?

What should luiga$$s one to three year retail strategy look like? What do your recommendations imply for luiga?