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INDIGO BOOKS & MUSIC INC.

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by

Justin Marchand

on 19 March 2015

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Transcript of INDIGO BOOKS & MUSIC INC.

Should the company modify its current distribution strategy in Canada?
What do Indigo's retail strategies bring to the table?
Identifying the main external forces impacting it
"We believe books are here for the long term" -Heather Reisman, CEO
The Canadian Retailing Industry
Analyzing Current Retail Strategies
Problem Statement
1. Technological Changes
Rise of e-commerce
From 2011 to 2013, Indigo stores decreased from 247 to 228 in Canada
2014 Q1 online sales totaled $41.5 million, while total revenue came up to $332.4 million
2. Foreign Retailers in Canada
American retailers dominating segments of Canadian market
Foreign retailers view Canada as a relatively safe and attractive market
3. Canadian Economy
Total spending in Canada is unaffected by the global recession
From 2009 to 2010, total sales increased by 5%
There has been an upwards trend in sales from year-to-year of 2.6%
$1.25
Thursday, March 19, 2014

Vol XCIII, No. 311
Agenda
Application Question 9
Problem Statement

The Canadian Retailing Industry

The Main Target Market(s) for Indigo

Analyzing Current Retail Strategies

Recommendation

Implementation

Conclusion

Q & A
!NDIGO BOOKS & MUSIC INC.
Presented by Justin Marchand, Kelly Sun, Hamza El Haoud, Sonia L. Buma, Tiffany Lee, Arye Richards
The Main Target Market(s) for
Targeting Strategy: Mainly Undiversified
"Something For Everybody"
Key Segmentation concepts:
Convenience
Mixture of predetermined and impulse purchases
Main Target Groups
Kids/ Families with Kids
Middle Aged Adults

We do not recommend the company to modify its current distribution strategy.
Recommendation
Conclusion
Should the company modify its current distribution strategy in Canada?

Main external forces:
1. Technological Changes
2. Increase in Foreign Retailers Entering Canadian Market
3. Increase in Consumer Spending from Year-to-Year

Target Market

Indiclub

Thank you for listening to our presentation
Q & A


Indiclub
Implementation
A recommendation system algorithm

Inspired by Netflix's Cinematch

Crowdsourcing
Marketing
Differentiation
Plum Card/App
In-store
Floor division/Entertainment
Multi-format
Online Merchandise
Price penetration (discount and shipping)
Paypal
Full transcript