COM 110 Vitality of the Omni-Channel Innovation Paper

Problem

This organization, Whole Foods Enterprises, has had an unfavorable sales volume in the last two years. A business environment assessment conducted early this year indicated that our market has been invaded by new rivals who have curved an edge into our market.

An analysis of the big data has indicated that we are not able to reach our entire customer base resulting in our loss of the once established markets in Canton and the larger Texas. This problem can be traced to our fallout with clients who have adopted new social sites for communication, those that we ignored their feedback and the decision last year to reduce our distance of delivery.

The sales and marketing department has embarked on seeking to know the cause of our poor performance through an intense marketing research. Although the problem has been identified, no solution has worked to offer results so far.

Some of the suggested interventions have only ended up increasing the production and delivery cost which has in turn wreaked havoc on the intricately balanced pricing of our products. There is therefore need to implement a solution that is informed by research, one that has been tested by other businesses in the industry but from other regions, one that is cost effective and that can operate with the current organizational set up and the skill capacity we have.

Innovation

Last year Fisher and two others suggested a new development in the field of marketing aimed at reaching to all customers for middle level businesses. This marketing innovation is now popularly known as the Omni channel retailing.

The concept refers to enterprises meeting all their clients in their areas and channel of preferences. The scholars suggested that the traditional marketing techniques were not effective in the contemporary society where clients have different touch points (Fisher et al., 2019).

The dynamics of customer behavior, according to the researchers, necessitates an approach that will meet the people at their preferred places, especially where they seek information, where they buy other related products and even channeling marketing towards people who influence the buyers’ actions (Fisher et al., 2019). Their research adopted a design of reviews and surveys and came up with these recommendations.

Solution

Omni channel retailing has various principles that will provide the just needed interventions to the problem in our marketing department. First, it entails multichannel marketing. Our customers order fast foods through social sites which are delivered by our sales people in the various operational bases in different towns.

The department will identify all the social sites preferred by our clients. Secondly, it entails the sale of products to the different client segments. Our customers can be divided into different economic levels based on their buying behavior. Cognizant of this, the innovation will help us target those with high buying abilities as well as those with little money. Our foods will be packed to cater for these different groups.

Cost

The adoption of this innovation will be considerate of the financial limitation expressed by the planning section in the financial department. The new change will require two more employees in the customer relations department. One will improve the capacity of the sales department with the aim of improving the speed of delivery to our distributed clients.

The other operative will be in charge of responding to customer feedback and organizing the data collected into insightful information to help decision making. The second cost will be on conducting a skill gap analysis and conducting a customer communication competence to the sales and marketing employees.

Although this change will cost the organization in the two stated aspects, it is bound to solidify our hold on the markets, enhance customer satisfaction and in so doing improve our financial sustainability.

Reference

Fisher, M. L., Gallino, S., & Xu, J. J. (2019). The value of rapid delivery in Omnichannel retailing. Journal of Marketing Research, 56(5), 732-748.

COM 110 Vitality Omni-Channel Innovation Paper

Score	Evaluation Criteria
Total score 100%	Meets all the criteria necessary for an A+ grade. Well formatted and instructions sufficiently followed. Well punctuated and grammar checked.
Above 90%	Ensures that all sections have been covered well, correct grammar, proofreads the work, answers all parts comprehensively, attentive to passive and active voice, follows professor’s classwork materials, easy to read, well punctuated, correctness, plagiarism-free
Above 75%	Meets most of the sections but has not checked for plagiarism. Partially meets the professor’s instructions, follows professor’s classwork materials, easy to read, well punctuated, correctness
Above 60%	Has not checked for plagiarism and has not proofread the project well. Out of context, can be cited for plagiarism and grammar mistakes and not correctly punctuated, fails to adhere to the professor’s classwork materials, easy to read, well punctuated, correctness
Above 45%	Instructions are not well articulated. Has plenty of grammar mistakes and does not meet the quality standards needed. Needs to be revised. Not well punctuated
Less than 40%	Poor quality work that requires work that requires to be revised entirely. Does not meet appropriate quality standards and cannot be submitted as it is to the professor for marking. Definition of a failed grade
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