Information Technologies

Original Buff S.A.: Facing the Challenges of an Omnichannel Strategy

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BUFF® made a wide variety of products for use in medium- and high-intensity sports and hiking, and even as fashion accessories for the urban environment. Innovation and design were key to the success of its products. BUFF® therefore devoted a significant part of its resources to developing new technologies, including a heat-bonding technique for producing extra-flat seams that eliminated any possibility of chafing, and a laser-cutting technique for making very precise cuts and perforations in fabric for better transpiration and comfort. But another objective going forward was to take advantage of the opportunity that an omnichannel strategy presented to channel sales from physical stores to e-commerce platforms and vice versa (using click-and-collect, etc.), and to acquire or develop the tools needed to implement this kind of bidirectional omnichannel approach with the company's main clients (multi-brand sporting goods stores and department stores). It was clear that betting heavily on e-commerce had major implications for the company as a whole. Seizing the opportunity that existed in the B2C segment raised a series of questions concerning the company's marketing strategy and operations.
Bibliographic citation: Nueno, José Luis; Clemares, Fuencisla, "Original Buff S.A.: Facing the Challenges of an Omnichannel Strategy", IESE, M-1360-E, 09/2017
Date: 19/09/2017
Author(s): Nueno, José Luis; Clemares, Fuencisla
Document type: Case
Department: Marketing
Sector: Direct sale, catalogue sale, Internet Store chains
Languages: Spanish / English
Year of the events: 2017
Geographic area: Spain

Learning objective To tackle the question of how to implement an omnichannel strategy in a globalized company, selecting the most appropriate tools to facilitate this process; and to consider what the priorities of the e-commerce department should be when it comes to meeting the challenges involved, and what actions should be included in the forthcoming action plan.