ProgramsMBA Business Consulting (Fall 2022)ProjectsEnhancing H Mart's eCommerce Experience and Building Long-Term Cust...

Project Title: Enhancing H Mart's eCommerce Experience and Building Long-Term Customer Loyalty

H Mart

Details
Project Title Enhancing H Mart's eCommerce Experience and Building Long-Term Customer Loyalty
Project Topics Digital Marketing Market Research Marketing
Skills & Expertise
Project Synopsis: Challenge/Opportunity
H Mart seeks to improve its eCommerce website and related offerings (e.g., delivery) to enhance the overall shopping experience, meet or exceed competitors’ offerings, and build long-term customer loyalty to the brand. The project will focus on assessing the current eCommerce landscape, identifying areas for improvement, and developing a strategic plan to elevate the digital shopping experience.
Project Synopsis: Activities/Actions Required
  • Conduct a ‘mystery shopper’ store visit and website audit to assess the strengths, weaknesses, and gaps in the current online shopper experience.
  • Analyze social media presence (Facebook, Instagram, Reddit, etc.) and how these outlets integrate with H Mart’s online shopping experience.
  • Examine shopper data and web analytics to understand customer segments, purchase preferences, and loyalty drivers.
  • Conduct customer surveys to gather insights into consumer needs, focusing on differences in urban, suburban, and online-only markets, as well as between different customer types (e.g., Asian vs. non-Asian, singles vs. families).
  • Profile leading competitors to identify their online shopping strengths, weaknesses, and gaps to be exploited.
  • Develop a prioritized list of must-have, should-have, and nice-to-have features for H Mart’s eCommerce experience.
  • Present top 3-5 enhancement ideas, focusing on ways to improve online shopping and synergies between online and local H Mart stores.
  • Generate a detailed strategic plan for the top idea, including situational assessment, unmet customer needs, business rationale, and an actionable implementation plan.
Project Synopsis: Expected Results
Success will be measured through the development of a comprehensive plan that enhances H Mart’s eCommerce experience and strengthens customer loyalty. Key metrics will include:
  • Quality and feasibility of recommendations.
  • Comprehensive customer analysis and data insights.
  • Competitive benchmarking outcomes.
  • Engagement and feedback from H Mart stakeholders.
  • Implementation plan with actionable steps and timelines.

Project Timeline

Touchpoints & Assignments Date Type

Q&A Session

 Mar 10 2022

Project Kick-Off Briefing

 May 09 2022

Final Presentations

 May 12 2022

Program Kickoff

 Sep 02 2022 Event

Teams

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