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Marketing a Pure Play E-Tailer: Historical Emporium Inc.
Farris, Paul W.; Yemen, Gerry Case M-0901 / Published January 15, 2016 / 10 pages.
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Product Overview

The material in this case provides customer data that were available to the case protagonists to make data-driven decisions. From their garage to a 16,000-square-foot warehouse and office in San Jose, California, Chris and Alicia Allen built a business, Historical Emporium Inc. (HEI) that generated nearly $8 million in sales in 2015. They both had previously worked in the technology field. In true techie fashion, the pair continually thought about ways they could use digital tools to increase sales and enhance customer experience. One of the main drivers of HEI's rapid growth had been the steampunk trend that started back in 2006. Initially there were few competitors in the space but as the size of the market grew, so did the competition. Noticing the dip in their sales, the Allen's wanted to pursue avenues to backfill the loss of that business. They returned to the analytics?what should they concentrate on to draw new customers and keep existing customers engaged?

Learning Objectives

Explore data-empowered marketing strategies, practice using empirical data to make informed strategic marketing decisions, and use data to understand assumptions about environments businesses operate within.

  • Overview

    The material in this case provides customer data that were available to the case protagonists to make data-driven decisions. From their garage to a 16,000-square-foot warehouse and office in San Jose, California, Chris and Alicia Allen built a business, Historical Emporium Inc. (HEI) that generated nearly $8 million in sales in 2015. They both had previously worked in the technology field. In true techie fashion, the pair continually thought about ways they could use digital tools to increase sales and enhance customer experience. One of the main drivers of HEI's rapid growth had been the steampunk trend that started back in 2006. Initially there were few competitors in the space but as the size of the market grew, so did the competition. Noticing the dip in their sales, the Allen's wanted to pursue avenues to backfill the loss of that business. They returned to the analytics?what should they concentrate on to draw new customers and keep existing customers engaged?

  • Learning Objectives

    Learning Objectives

    Explore data-empowered marketing strategies, practice using empirical data to make informed strategic marketing decisions, and use data to understand assumptions about environments businesses operate within.