Course: Digital Business Innovation Project: Hamley'S

COURSE: DIGITAL BUSINESS INNOVATION
PROJECT: HAMLEY’S
Instructions for the submission:

● Please maintain the following: Font - Times New Roman, Font Size - 12, Line Spacing
- 1.5
S.No. Assessment Submission Marks

Format
1 Value creation through business model canvas Image 22 marks
2 Digital innovation process Text 18 marks
3 Evaluating performance of a digital business Text 30 marks
Project Maximum Marks 70 marks

1. Updated business model canvas
Your Answer Add the image of your business model canvas here
2. Digital innovation process
Your Answer Hamley’s has multiple options for innovation using various innovation
areas
For example in the product category, post pandemic with more and more
emphasis on online learning, Hamley’s can shift their focus towards
edutainment toys and online gaming toys that work on multiple
platforms for various age groups.
One of the alternate option is using a combination of “Social Commerce”

and “Brand identity on Market places like Amazon”.
With more and more customers shifting to online shopping experience

with lockdowns and restrictions during and post pandemic, we have seen
an increase in market place based activity.
Suggested Solution
Given that Hamley’s has already an established brand equity and a huge
customer base, we can leverage the following
Step 1 : Create more awareness of the safety precautions taken by
Hamley on social media
Step 2: Work with Social media platforms and enable social commerce
through influencer, paid promotion and sponsored marketing
Step 3: Enhanced customer support or chatbot marketing to flow
customers through sales funnels
Step 4: Create brand identity on Amazon and tap into Amazon’s
customer base through Amazon FBO
Step 5: Direct customers to Hamley’s online channel or push Hamley’s
product to Amazon’s customers
Step 6 : Make use Amazon’s content marketing like “video in sponsored
brands”, “Augmented Reality”, “Sponsored Brands”, “Brand Stories”,
“Amazon Posts”, “Amazon OTT” and Amazon Mobile App
Step 7 : Ensure network effects are enabled on social media and Amazon
through verified customer reviews and enhanced sales support
Step 8: Share the retail stores as “retail stores and warehouses” to attain
synergies between Amazon same day and 2 day delivery schedules.
Proof of Concept
During Q2 2020 Amazon generated its highest revenue of $ 88.91
Billion USD;
Based on Amazon’s statistics, more than 60% of the sales during the
pandemic have been through market place sources.
PwC also reported that 88% of the customers are willing to pay for same
day deliveries and are more confident on shopping on a payment and
delivery assured platform than registering to new sales and e-commerce
platforms.
This has been tried by various partners successfully, example “The
Disney Store”.
Disney along with maintaining their own sales channels, tried to tap into
Amazon’s customer base while they are working on building their own
infrastructure to support the following eco-system of online sales
1. Inventory management and control
2. Augmented Reality and Virtual Merchandize
3. Mobile App
4. Same Day and 2-Day Delivery
5. Free Returns and
6. Enhanced customer service
Value Proposition of Hamley’s
Same exciting brand experience of visiting Hamley’s across various
platforms.
Attractive visual merchandising on your preferred sales platforms
Type of Innovation
Sustaining- Innovation since we are suggesting Hamley to embark on the
market place trend.
3 Evaluating performance of a digital business
3.1 Add the three metrics and reasoning behind selecting them here
a. Bounce rate shows that how many people continue to stay on the
website after visiting it and if it is increasing, it means that the
online engagement is working for the company. Average time
spent on site increasing month on month shows that customers
are more engaged than they were earlier and start browsing the
website more than they were earlier.
b. Number of repeated transactions shows the number of times

customers return to the website and do not just visit once and
shop but tend to continue visiting which means they are happy
with the website and the brand initiative online.
c. Change in the percentage of positive feedbacks denotes the

increase or decrease in acceptability of the platform and its
relevance for the company. If the customers are unhappy with the
platform there will be an increasing number of negative
feedbacks however if the percentage of positive feedbacks is
increasing it means that the online initiative is working well.
3.2 Write your answer here
Analysis
1. Conversion is growing which means the engagement is
increasing and is a good sign.
2. Average revenue was high in February and has been consistent
around 35 - 38 for remaining months.
3. The number of repeat transactions was also high in February than
other months and is consistent around 30% for all months.
February data would need a detail study to identify positive
effects and see if this can leveraged in long run.
4. The number of unique customers has also improved from January
but the number of repeat transactions remains the same which
means that more sales is from new customers and the company is
unable to generate loyal customers over the period. The company
needs to start a loyalty program, which could attract more-older
customers.

Course: Digital Business Innovation Project: Hamley'S

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COURSE: DIGITAL BUSINESS INNOVATION

Instructions for the submission:

S.No. Assessment Submission Marks

1 Value creation through business model canvas Image 22 marks

2 Digital innovation process Text 18 marks

3 Evaluating performance of a digital business Text 30 marks

Project Maximum Marks 70 marks

2. Digital innovation process

One of the alternate option is using a combination of “Social Commerce”

With more and more customers shifting to online shopping experience

3 Evaluating performance of a digital business

b. Number of repeated transactions shows the number of times

c. Change in the percentage of positive feedbacks denotes the

3.2 Write your answer here

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