You run the marketing for a small retailer with an existing eCommerce business. They're expanding to 20 stores within the next few months with the goal of growing total sales, both online and in-store. What approach should you take that would assist in achieving their goal?

Analysis of Correct Answer(s)

The Omnichannel + Store Centric approach is the most effective strategy for this scenario.

• Omnichannel: This strategy focuses on creating a seamless and integrated customer experience across all channels, both online and physical. For a retailer with both eCommerce and physical stores, this is essential. It enables popular and profitable tactics like Buy Online, Pick-up In-Store (BOPIS), in-store returns for online orders, and consistent marketing messaging. This directly supports the goal of growing total sales.

• Store Centric: This component specifically acknowledges the significant investment and opportunity presented by opening 20 new stores. It ensures that dedicated strategies are in place to drive foot traffic, manage local inventory, and leverage the physical stores as brand experience hubs and fulfillment centers.

Combining these two creates a powerful, synergistic strategy that integrates the new physical presence with the existing online channel to maximize overall growth.

Analysis of Incorrect Options

• Store Centric: This approach is too narrow. It ignores the existing, successful eCommerce business and would create a siloed experience, failing to maximize total sales across all channels.
• Online + Omnichannel: This is redundant, as an online strategy is inherently part of an omnichannel framework. It also fails to emphasize the critical new initiative: the physical store expansion.
• Omnichannel: While a good strategy, this option is less precise than the correct answer. By itself, it doesn't explicitly highlight the necessary focus on making the 20 new physical locations successful, which is the core element of the retailer's expansion plan.