Health and Beauty Retail Marketing Management Strategy: Guardian Case Study
Abstract
This study aims to comprehensively analyze and describe the Retail Marketing Management Strategy implemented by Guardian in facing the fierce competition in the Indonesian health and beauty industry, especially amidst digital disruption. Using a qualitative approach with a Case Study method, this study focuses on an in-depth analysis of three key aspects. The results show that Guardian's strategy is based on adaptive management of the Marketing Mix (4P), seen from the expansion of exclusive and local products supported by an aggressive promotional price strategy. In addition, Guardian strives to maintain differentiation by optimizing Customer Experience ( CX ) in physical stores through an attractive store atmosphere and quality staff consultation, which cannot be offered by e-commerce platforms . A crucial point of Guardian's strategy is Omnichannel integration, where physical and digital channels (apps, e-commerce ) are synergized through services such as Click and Collect to provide a seamless and consistent shopping experience. Overall, the study concludes that Guardian's competitive advantage lies in their ability to balance the strengths of physical stores (CX) with digital capabilities (Omnichannel) as a strategic response to the dynamics of the modern retail market.
Keywords: Retail Marketing Strategy, Health and Beauty, Guardian, Customer Experience , Omnichannel
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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