Digital retailing and omnichannel strategies. Luxottica - Nextore case study

Abstract

Luxottica Group SPA adopts the omnichannel strategy as a key for success in the current demanding market. Two Luxottica Group’s subsidiaries, Nextore Inc and Srl, manage the stores construction development of Luxottica. Following its parent company demand in store construction, Nextore Srl introduces One-Off projects as unique and tailormade retail stores. The development of One-Off stores requires resources in terms of time, project management competences and investments different from the ones needed for inline stores. The first part of the thesis refers to the collection of available knowledge about customers’ new needs in terms of customized and personalized products. Then it reviews the evolving state-of-the-art in organizational structure field. The main part of the thesis is the analysis of the response of Nextore to Luxottica’s needs, moving towards a strategic organizational change suitable for the management of particular One-Off projects. The paper explores the characteristics of the One-Off project and identifies the change in the organizational structure of the company and the critical issues that may emerge simultaneously with the process of integration of the company into the holding.