Although furniture has traditionally been an unorganized category, online furniture platforms have been on an upward curve for the past few years. Digitization of the economy and the usage of smartphones to access the internet have given a thrust to online purchases. This case on Wakefit Innovations Private Limited<\/em> is intended to provide the readers with the business and marketing insights of selling furniture using the online platform.<\/p>\n The readers will be able to understand how retailing furniture using e-commerce is full of challenges and how various marketing activities have helped Wakefit improve its customer base. The readers can discuss the advantages and disadvantages of horizontal versus vertical e-commerce marketplaces and various challenges associated with online furniture retailing.<\/p>\n Whether Wakefit should continue setting up experience centres and the 08 benefits that could accrue by the usage of virtual reality, augmented reality, and data analytics are additional dimensions that can be discussed by the readers.<\/p>\n The case will benefit the professionals in understanding the challenges and marketing strategies used by online furniture retailers and the same can be replicated by other players in this sector. The case was developed by collecting secondary data available for the online furniture retailers. The officials of the organization were further interviewed to understand the corporate strategy and unit economics of Wakefit.<\/p>\n Following the analysis and deliberation of the case, participants will gain the ability to apply the 7S and VRIO frameworks to the realm of online furniture retail. They will develop skills in evaluating the profitability of horizontal and vertical marketplaces for the online sale of furniture and articulating the challenges encountered by online furniture retailers.<\/p>\n Additionally, they will engage in discussions regarding the utilization of technology to enrich customer experience within the online furniture retail sector and explore the potential benefits of adopting an Omnichannel strategy for online furniture companies.<\/p>\n The full research paper can be accessed here Attri R.<\/a> 2023, Wakefit Innovations: Overcoming Challenges of Online Sales of Furniture & Furnishings, Emerald Emerging Markets Case Studies, Vol. 13, No. 2, pg. 1-30 DOI https:\/\/doi.org\/10.1108\/EEMCS-11-2022-0401<\/em><\/strong><\/p>\n <\/p>\nGroup Discussion Topics<\/a><\/h5>\n
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