ANALYSIS OF DIGITAL TRANSFORMATION ON CONSUMER BEHAVIOR FOR SHOPPING IN OFFLINE AND ONLINE STORE (STUDY CASE: UNIQLO INDONESIA)

• Main Author: Gerald Hilmy Prakasa, Ersatria
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79894
• Institution: Institut Teknologi Bandung

Uniqlo is one of the biggest Apparel Fashion companies, Uniqlo's business approach unites the entire clothing-making process, from planning and design to production, distribution, and retail. Uniqlo expanded their retail operations in Indonesia on the 13th of February 2013, and nowadays Uniqlo Indonesia has 65 Stores located in 25 Cities in Indonesia. Uniqlo Indonesia must face challenges in this digital era transformation, nowadays the rate of business owners opening ecommerce shops and consumers shopping online increased dramatically during the COVID-19 pandemic. Compared to its competitors, Uniqlo has the lowest online sales contribution rate with 16% Online Sales Contribution and 84% Offline Sales Contribution, Uniqlo aims to increase its online sales contribution to 20%. This research proposes a maximizing omnichannel integration strategy between Uniqlo Indonesia's online store and Uniqlo Indonesia's offline stores to reach Uniqlo's goals of being the number 1 global apparel company. This research consists of an internal analysis that contains value chain analysis and resources analysis to evaluate the internal condition of Uniqlo Indonesia and determine strengths and weaknesses, an external analysis that contains general environment analysis, industry analysis, and competitor analysis to evaluate external conditions of Uniqlo Indonesia and determine threats and opportunities for Uniqlo Indonesia, and customer journey analysis that contains five A’s framework and omnichannel customer journey analysis to evaluate every touch points from customer journey and evaluate customer pain and gain. After the analysis phase, to provide a solution for Uniqlo Indonesia therefore TOWS Matrix, Business Model Canvas, and Value Proposition Canvas were developed to enhance the formulation of the solution for Uniqlo Indonesia. To enhance the omnichannel integration strategy, Uniqlo Indonesia should improve every touchpoint across all integrated channels in the customer journey utilizing Uniqlo Indonesia resources. The business strategy and solutions that have been proposed in this research can be implemented for Uniqlo Indonesia to increase customer awareness, sales, and customer loyalty.