Clearly: Organizing for Omnichannel Retailing
(7 pages of text)
In mid-January 2017, at the Vancouver head office of Clearly, Canada’s leading online optical products company, the chief executive officer was reviewing plans for the company’s participation in an upcoming international eyewear exhibition. The event provided more than 1,000 optical companies with an opportunity to showcase their latest offerings. The worldwide market for eyewear was growing, and customers were increasingly turning to online retailers for many products. However, the rate of annual growth in online sales of optical products was slow. Clearly’s chief executive officer wondered how to approach this challenge: How could his company increase online sales beyond the current 4 per cent of industry sales? What role would Clearly’s existing brick-and-mortar stores around the world play with respect to online sales?
This case is suitable for courses that cover omnichannel retailing at the MBA level. After completion of the case, students will be able to
- discuss the increasing trend toward omnichannel retailing;
- assess the promise of implementing omnichannel retailing; and
- describe the pitfalls related to implementing omnichannel retailing.
Canada, Medium, 2017
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