1. IndigoIndigo vs.vs. AmazonAmazon
Revamping the Online Retail Experience (and Model) at Indigo.caRevamping the Online Retail Experience (and Model) at Indigo.ca
Presented by: Arundati DandapaniPresented by: Arundati Dandapani

2. Book Retail in CanadaBook Retail in Canada
 Indigo Chapters:Indigo Chapters:
Canada’s largestCanada’s largest
bookstorebookstore
 Not just books: theyNot just books: they
sell culture,sell culture,
information, andinformation, and
lifestyle!lifestyle!
 Have you shopped onHave you shopped on
Indigo Online?Indigo Online?
 Have you shopped onHave you shopped on
Amazon.ca?Amazon.ca?

3. Online Book Retail:Online Book Retail:
Indigo vs. AmazonIndigo vs. Amazon

4. Management andManagement and
Marketing ProblemsMarketing Problems
 Management Problem:Management Problem: To determine how IndigoTo determine how Indigo
can improve its online retail experience andcan improve its online retail experience and
improve its source of online revenues in the face ofimprove its source of online revenues in the face of
competition from traditional leaders like Amazon?competition from traditional leaders like Amazon?
 Marketing Problem: To assessMarketing Problem: To assess how much of ahow much of a
threat or competition Amazon poses tothreat or competition Amazon poses to
IndigoChapters online, and how to increase onlineIndigoChapters online, and how to increase online
traffic to Indigo so that more of Canada’s readerstraffic to Indigo so that more of Canada’s readers
are shopping online at Indigo instead of Amazon.are shopping online at Indigo instead of Amazon.

5. Research Problem andResearch Problem and
Research ObjectivesResearch Objectives
 Research ObjectivesResearch Objectives
 Analyze the customer experience of online shoppers atAnalyze the customer experience of online shoppers at
Indigo.ca and gauge their level of satisfaction with theIndigo.ca and gauge their level of satisfaction with the
brand– does it complement the offline presence of thebrand– does it complement the offline presence of the
brand?brand?
 Assess the brand image of technology and books soldAssess the brand image of technology and books sold
online at Indigo Chapters and increasing online e-online at Indigo Chapters and increasing online e-
commercecommerce
 To scope demographic profiles of consumersTo scope demographic profiles of consumers
 To compare book-buying habits of those buying fromTo compare book-buying habits of those buying from
Amazon.ca with those buying from Indigo.caAmazon.ca with those buying from Indigo.ca

6. MethodologyMethodology
 Causal research, not really exploratoryCausal research, not really exploratory
 QuantitativeQuantitative: Online panels with survey questionnaires sent: Online panels with survey questionnaires sent
out asking people about their retail experience on Indigo, inout asking people about their retail experience on Indigo, in
comparison with their shopping experiences on Amazon.comparison with their shopping experiences on Amazon.
Consumer perceptions and customer experiences.Consumer perceptions and customer experiences.
 QualitativeQualitative: Online focus groups on Recollective: Online focus groups on Recollective
 Target populationTarget population:: Customers of IndigoChapters andCustomers of IndigoChapters and
Amazon onlineAmazon online
 SampleSample:: Quantitative (5000) + Qualitative (50) = 5050Quantitative (5000) + Qualitative (50) = 5050

7. Sampling strategySampling strategy
 Shoppers at Indigo.caShoppers at Indigo.ca
 Those who have not yet shopped at Indigo.caThose who have not yet shopped at Indigo.ca
 Shoppers at Amazon.caShoppers at Amazon.ca
 Those who have shopped only at the brick andThose who have shopped only at the brick and
mortar Indigo outletsmortar Indigo outlets
 Promote on Craigslist and the company socialPromote on Craigslist and the company social
media websitesmedia websites

8. Milestones and DeliverablesMilestones and Deliverables
 Research Proposal : 14 Apr 2015Research Proposal : 14 Apr 2015
 Exploratory Qual: 20 Apr – 30 Apr 2015Exploratory Qual: 20 Apr – 30 Apr 2015
 Analysis of Qual and preparation for QuantAnalysis of Qual and preparation for Quant
 Quant Survey in field for 2 weeks 20 May 2015Quant Survey in field for 2 weeks 20 May 2015
 Qual focus groups from 01 June – 10 June 2015Qual focus groups from 01 June – 10 June 2015
 Presentation and final report – 30 June 2015Presentation and final report – 30 June 2015

9. Works citedWorks cited
http://www.cbc.ca/news/business/sears-canada-
reitmans-indigo-face-battle-for-survival-1.2714193
http://www.ic.gc.ca/eic/site/oca-
bc.nsf/eng/ca02096.html
http://www.cbc.ca/news/business/sears-canada-http://www.cbc.ca/news/business/sears-canada-
reitmans-indigo-face-battle-for-survival-1.2714193reitmans-indigo-face-battle-for-survival-1.2714193
http://publications.gc.ca/collections/collection_201http://publications.gc.ca/collections/collection_201
2/pc-ch/CH44-143-2012-eng.pdf2/pc-ch/CH44-143-2012-eng.pdf

10. Thank you!Thank you!