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SOGO: Leveraging Digital Technologies to Enhance Customer Engagement and Drive Growth

REF ID : UST067
Case Author : Prof Emily NASON and Joseph FERNANDEZ
PublicAction Date : 11.10.2018

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.

Company/Organization SOGO, Lifestyle International Holdings Ltd.
Industry retail, lifestyle, customer services
Major Discipline General Management
Subject(s) Marketing, Information Technology, Customer Insights
Geography Hong Kong
Case Nature Field
Publisher HKUST
Last Revision Date 18.10.2018