Braun’s Ciclying

Key Issue: Braun’s main concern is to determine in which extend it is beneficial for the company to extend its online presence, and how aggressive the expansion should be.

Recommendation: It is recommended that Braun increase gradually its online presence in order to maintain a broader customer base. However, an aggressive increment of its online presence is not recommended since it would be too risky for them.

Rationale: Nowadays, online presence is a “must” for many businesses. Moreover, being a Canadian sports retailer, it is an asset to have access to other markets that guarantee sales throughout all the year, and not just in the summer season. Additionally, it can’t be argued that Braun’s online incursion was very successful, and that being online represents another way of interacting with customers, which have been Braun’s base of success. The fact that they’ve translated their customer service orientation into its online portal, have provided them with a competitive advantage.

However, online sales makes just 10% of Braun’s annual revenue, and it can not be forgot that, being a respected small business focused in long term relationships with their retail customers, the main way of business for them is in-store business, which differentiate themselves