Jill’s Table: Digitizing a Retail Legacy Harvard Case Solution & Analysis

The founder of a bricks and mortar kitchen accessories Jill's Table, retail store, is considering the expansion of her present information-based website to an ecommerce presence, but wonders whether the variables which have resulted in her present success can be replicated in the virtual universe.

Students are requested to develop decisions in relation to translating brand values from the real world to the virtual world; beating technical hurdles; handling design issues in terms of the user experience; developing a content marketing and digital advertising strategy, including social networking and email marketing; determining a pricing strategy; planning for fulfillment and yields; handling customer service and measuring performance.

PUBLICATION DATE: March 20, 2014 PRODUCT #: W14044-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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