E-Business Applications Of IGA Samples †MyAssignmenthelp.com

Question: Discuss about the E-Business Applications Of IGA. Answer: Introduction Retail Business is in its big transformation phase. From offline to online, the business model is now more concerned about customer engagement and impacted by the huge data generated by customer during the purchase process (So et al., 2016). In this context, IGA (Independent Grocers Alliance) is an important example as it has adopted offline and online channel and redefining the high tech mix of Omni-channel retail. About IGA (supermarkets) IGA is an USA supermarket brand established in 1926 and operating in more than 30 countries. It works on franchise model. In Canada, it is supplied by Sobeys and in Australia it is owned by Metcash. The alliance includes about 5000 supermarkets all over the world. IGA, after a long journey from 1926 to 2010; it went digital in 2011. IGA stores got personalised website and mobile application with in built feature of progressive shopper marketing tool. IGA banner includes different other brands like IGA-extra, IGA-express and IGA-mini. After introduction of online grocery shopping, the revenue of IGA has increased by 15%. In 2015, IGA launched a brand new version of online grocery (IGA, 2017). IGA Online Experience The online grocery journey of IGA had started long back in 1996 in Canada, in Quebec. Then at first go, 50 stores participated in that project and within first week 50 orders were filled online. Now, in Canada, over one million orders are filled every year. There is a dedicated team working for ensuring the better experience of online grocery at IGA. They focus on the better delivery of grocery items at customers doorstep. IGA, through their online mode always showcase local producers and made shopping experience more personalised and convenient. In an era where being digital was considered be to out of consideration zone, IGA has introduced it to retail business and got the first mover advantage in Canada. Consumers got first experience of online purchase of their daily grocery and experienced the exciting convenience of online shopping (IGA, 2016). To provide better online experience, IGA has strategically adopted its online grocery in different platforms namely online grocery, online buffet, specific mobile app and tablet app. IGA mobile app provides access to all products which are in stores and consumers can place their orders and make a smart list with all information security. The smart lists enable different shopping list, enabled modification of previous list, sharing of the list and then secure payment option; altogether it redefines the online grocery purchase experience from the aspect of planning and reality. IGA provides consultation option with option of weekly recipes from their empaneled chiefs. To reward loyal customers, IGA recently launched IGA Stamps and offers customer to redeem their collected IGA stamps in exchange with selected items. IGA online shopping provides consumers a better experience in terms of providing scan functionality, product recommendations, store locators and personalised flyer (Cardwell , 2015). With this improved approach of serving customers in this data friendly and digital world, IGA opens up huge opportunities in the context of understanding better consumer insights and behaviours from their online purchasing behaviour. The online channel adoption enabled IGA to provide better personal buying experience, interaction with providers, proper feedback mechanism and a simplified purchasing experience (IGA, 2017). With this Omni-channel approach IGA provides a broader scope of selection to their customers, better reachability aspect and providing customers more personalised and suggestive purchasing experience. Experts from IGA always regarded this investment in online IGA project as creating lifetime customers for IGA. Recently launched IGA Go by IGA is designed to meet shoppers need for an easy, simple and convenient online ordering platform (IGA, 2017). This online approach of consumer serving has provided a scope of learning about consumer through using data analytics. IGA has widely adopted the use of data analytics tool to know about the consumers choice, expectations, behaviour during online purchase and many more complex aspects. All these amplified the opportunity of IGA to understand their potential customer and prospects in better manner with regard to product offering and better customer experience (Cardwell, 2015). IGA has redefined the in-store and online grocery purchasing experience through adopting technology and implementing at every-level. It has provided them a position of competitive advantage. In retail context, while other competitors were trying to improve in-store experience, IGA have thought about adopting online grocery and provided customer a wider variety of choice, easy, simple and enjoyable grocery purchasing experience (Melis et al., 2015). Conclusion In conclusion, it can be said that adopting digital channel where the business model is excessively dependent on physical channel, IGA had taken and successfully implemented the digital channel. It has given IGA a better revenue generation opportunity, happy customer base and unique brand image in the industry (Caprice Rey, 2015). References So, K. K. F., King, C., Sparks, B. A., Wang, Y. (2016). Enhancing customer relationships with retail service brands: The role of customer engagement.Journal of Service Management,27(2), 170-193. IGA (2017). About IGA. Retrieved 25 September 2017, from https://www.iga.com/about.aspx Caprice, S., Rey, P. (2015). Buyer power from joint listing decision.The Economic Journal,125(589), 1677-1704. IGA (2016). IGA Launches New Program for Groceries Online. Retrieved 25 September 2017, from https://www.iga.com/Corporate/Corporate_News/Press_Room/20160922_-_IGA_Launches_New_Program_for_Groceries_Online.aspx Cardwell, M. (2015). IGA improves online shopping experience. Retrieved 17 September 2017, from https://www.canadiangrocer.com/top-stories/iga-improves-online-ordering-51853 Melis, K., Campo, K., Breugelmans, E., Lamey, L. (2015). The impact of the multi-channel retail mix on online store choice: Does online experience matter?.Journal of Retailing,91(2), 272-288.