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Digital Marketing: Industry, Company, and Pandemic

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Digital marketing has changed the way we buy and sell products in the marketplace.

eCommerce continues to outpace physical retail, which has only accelerated due to the pandemic. Choose one company with a sales experience both in-store and online, and:

Research their evolution to this point and summarize their history as they transitioned to online sales while maintaining a physical retail network and what impact, if any, the pandemic had on their strategy.

Describe the company's objectives based on your research and pre-existing knowledge of the company or industry.
Identify and describe the top 5 metrics from this lesson, including eCommerce sales metrics, you believe are most important to their objectives today and relevant to the selected company.

Research the industry and make a prediction, supported by data you can cite from available resources, on how you believe their retail landscape will change over the next five to ten years.

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Solution Summary

Digital marketing now and in future is discussed in a structured manner in this response. The related references are also provided.

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Digital Marketing
Evolution to this point
One company that has sales experience both in-store and online is Walmart. The company was started in 1962 by Sam Walton in Arkansans and grew initially in rural areas. It developed a variety of brick-and-mortar formats such as the Sam's Club discount warehouses (1983) and Wal-Mart Supercenters (1988). It soon became the largest grocer in the US in 1990 (Jindal, R. P., Gauri, D. K., Li, W., & Ma, Y. 2021). Its focus was on gaining consumer attention, low costs, and efficiency in distribution. After that Walmart moved to international markets by first opening a store in Mexico and then grew by buying well-entrenched retailers in Canada, China, Germany, and the UK. After Walton died in 1992, Walmart took a financial risk and used debt to finance the opening of new Walmart Supercenters. By 2000, Walmart became the largest employer in the world and by 2001 it became the largest corporation in the world.

Walmart showed interest in the e-commerce business and In 2016 acquired Jet.com. After that Jet.com acquired online retailers such as Hayneedle in 2016, Shoebuy also in 2016, and ModCloth in 2017. In 2017, Walmart acquired Moosejaw outdoor retailers, Walmart sought to leverage its online business by offering in-store pickup for online orders. In 2018, Walmart acquired a 77% controlling share in the website Flipkart for $16 billion. Currently, the e-commerce sales of Walmart have increased to $1.72 billion in the fiscal quarter Q3 '21. Walmart's profitability has improved in 2020 and has been achieved through higher advertising (Pandey, R., Dillip, D., Jayant, J., Vashishth, K., Nikhil, N., Qi, T. J., ... & Qhi, L. Y. 2021).. The Walmart website was improved in 2021 through which Walmart asked its customers to order anything from "groceries to gadgets" from Walmart.com or its appl. The new features are supposed to make shopping simpler. See: https://corporate.walmart.com/about/history

Walmart's Online Sales Soar businessinsider.com
Pandemic and strategy
During the coronavirus, the marketplace sales in Grocery and Gourmet in e-commerce increased drastically. Walmart faced shelter in ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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