Abstract

The focus of this case is digital technologies in the retail sector in Hong Kong. More specifically, it documents the challenges confronted by the largest department store operation in Hong Kong, the SOGO department stores. A traditional brick-and-mortar retailer with negligible e-commerce operations, SOGO has recognized the impact of technology in the retail sector. Just as its customers are influenced by technology in their daily lives, SOGO has been perpetually challenged in seeking the optimal ways to integrate technology into its daily operations, such as point-of-sale (POS) and customer relationship management (CRM) systems.

Learning Objectives

After analyzing the case, students will be able to:
1. understand the impact of digitalization on a traditional store retail;
2. propose an effective online strategy that would complement a predominantly offline business model;
3. understand the opportunities and challenges for retailers in collecting, managing, and analyzing customer data; and
4. analyze how a department store can effectively use digital marketing to drive growth, enhance customer shopping experience and lifetime customer value.