Croma: Omni-Channel Marketing

Details

Case Code : CLMM123
Publication date : 2017
Subject : Marketing Management
Industry : Retail Industry
Organization :Infiniti Retail Limited
Length : 8 pages
Teaching Note : Not Available

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Abstract:

The case talks about the omni-channel marketing strategy of Croma, an electronics retailer belonging to the India-based Tata Group. Croma was launched in 2006 and was termed as India’s first large format specialist retail chain for consumer electronics and durables. It was among the first electronics retailers to launch the online portal ‘cromaretail.com’ in 2012 to face growing competition from both brick and mortar and online retailers, who were making their presence felt in the Indian market. The foray into e-commerce helped Croma integrate its physical stores with its web portal and mobile phones. This became popular as the omni-channel strategy.

Issues:

» Emerging trends in retail in a developing market like India.
» The changes in the e-commerce segment in India
» Omni-channel marketing
» Multi-channel retail

Introduction

On May 27, 2016, India-based electronics retailer Infiniti Retail joined hands with Trent , the retail arm of India-based conglomerate Tata Group, to enter the ecommerce space with a website named ‘TataCliQ.com’. TataCliQ.com allowed customers to buy products of Tata’s brands “Westside and Croma ” online along with other non-Tata brands. On the launch of Tata’s online venture, Cyrus P Mistry, Chairman of the Tata Group, said, “TataCLiQ.com, a first-of-its-kind phygital e-commerce marketplace brings to India a smart combination of the reassurance and in-store experience of a large on-ground network with the convenience of online shopping, bringing the best of both worlds together.”..

Key words:
Croma,ecommerce,electronics,retailer,Woolworths Limited,Infiniti Retail Limited,Online shopping

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