Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia

Research Article

How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)

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  • @INPROCEEDINGS{10.4108/eai.1-10-2020.2305556,
        author={Caecilia  Fitriani and Florentina  Kurniasari and Noemi  Silva},
        title={How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)},
        proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2021},
        month={4},
        keywords={omni channel online shopping customer experience covid-19 organization performances},
        doi={10.4108/eai.1-10-2020.2305556}
    }
    
  • Caecilia Fitriani
    Florentina Kurniasari
    Noemi Silva
    Year: 2021
    How a Bookstore Retailer Survives During Covid-19 Pandemic with Omnichannel Strategy (a Bookstore Retail Case Study)
    ICEBE
    EAI
    DOI: 10.4108/eai.1-10-2020.2305556
Caecilia Fitriani1,*, Florentina Kurniasari1, Noemi Silva2
  • 1: Universitas Multimedia Nusantara
  • 2: Notre Dame of Marbel University
*Contact email: fitriani@student.umn.ac.id

Abstract

The purpose of this study is to examine the urgency of using an omnichannel strategy for an established bookstore retailer to be survived in the Covid-19 pandemic. This study analyzed one of the biggest bookstore retailers in Indonesia named Gramedia. The omnichannel strategy was launched as an anticipation strategy of the decreasing sales volume of the bookstore which in return had a significant effect on the business performances. The omnichannel strategy was chosen because it is expected to increase the business revenue by maximizing the sales volume from all distribution channels both offline and online. Gramedia felt confident since the company had extensive resources in terms of technology infrastructure support and experiences in delivering superior quality and innovative services to the customers.