Indochino: Achieving Growth with Bricks and Clicks
(6 pages of text)
In June 2019, the chief executive officer of a Canadian menswear enterprise was examining his options mid-way through a five-year growth plan. The strategy involved a three-fold mandate: reinforce the company’s value proposition, rapidly scale up marketing, and transition to omnichannel retailing. What has worked well for the company and how does the strategy need to be refined so the company meets its goals?
The case can be used in a graduate-level course on marketing, focused on retailing or customer experience. It is also appropriate for an undergraduate-level course on marketing, dealing with targeting, positioning, or distributing. After working through the case and assignment questions, students will be able to do the following:
- Understand how to position the company and reinforce its value proposition.
- Plan the execution of a rapid-growth strategy referred to as "blitzscaling."
- Identify omnichannel opportunities and "bricks-and-clicks" synergies.
Canada, Medium, 2019
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download