OMNICHANNEL STRATEGY AND MARKETING COMMUNICATION FOR MOTHER AND BABY RETAIL SEGMENT (CASE: MOTHERCARE INDONESIA)

• Main Author: Nindya Poetri, Astari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57624
• Institution: Institut Teknologi Bandung

COVID-19 pandemic that requires lockdown and social distancing change people's buying behavior from shopping offline to shopping online. This has an impact on the increase in total online visits and sales potential on e-commerce as an extension of physical stores. There are two objectives of this research: to understand the approach of marketing communication in the retail industry of the mother and baby segment and to integrate online and offline channels. Mothercare is a leader in the mother and baby retail industry, acknowledged globally since 1961. A strong presence in Indonesia could be noticed through physical stores, and the growing numbers of omnichannel channels: the official website of mothercare.co.id, mothercare Indonesia mobile application, and Chat to Shop on WhatsApp. This research used qualitative methods. Primary data is obtained from interviews with experts in the retail industry, while secondary data is taken through online news and purchase trials on each channel. The study used the Customer Path Five A Framework and analyzed changes in media consumption during Covid-19. The results showed that mothercare Indonesia has a sustainable competitive advantage in terms of brand concept. However, according to the Customer Path Five A framework, the pandemic disrupted the process from the 'Awareness' phase to the 'Act' phase, resulting in a decreasing number of sales. Revenue opportunities can be enhanced by maximizing personalized omnichannel activity and digital marketing for each customer segment. Mothercare Indonesia can connect customer journeys offline to online, overview the gap, and use different approaches for marketing communications.