A large consumer electronics manufacturer is planning to open its own retail formats as an addition to its distribution strategy – as of today, they retail through various third party retail and ecommerce channels. The objective of opening own retail stores is to provide a controlled channel that can help consumers experience their product (which is a new product in the market – a new electronic slow cooker – such as this product [login to view URL] ). This company wants to take inspiration from various CPG / FMCG companies in order to define a well-informed strategy for its own stores. Hence, they would like to see a case study of any other iconic brand from a relevant industry that used own retail formats to support brand building and consumer engagement for its products. The case study should answer the following questions:
• What all retail formats was this brand using before opening own retail stores?
• Why was there a need for own retail stores? What were the objectives that this brand wanted to meet through an own retail channel?
• What was the execution strategy for own retail stores? What worked, what did not work?
• What are the key takeaways for this consumer electronics manufacturer from this case study?
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