Iuiga’s challenge: Is omni-channel worth it?

• Main Authors: CHANDUKALA, Sandeep R., OSINGA, Ernst C., MITTAL, Sheetal
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Retail; Analytics; E-commerce; Retail store; Customer acquisition; Sales analysis; Asian Studies; E-Commerce; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/319; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0029%20%5BIuiga's%20Challenge%5D/SMU-20-0029%20%5BIuiga%E2%80%99s%20Challenge%5D.pdf
• Institution: Singapore Management University

Set in January 2020, the case describes Singapore-based retailer Iuiga’s omni-channel journey. Launched in May 2017 as an e-commerce only venture, Iuiga offers a curated range of high- quality products in the ‘home and living’ category at affordable prices. It sources these products from China-based...