Azzaz is a mobile phone and accessories retailer based in England, owned by Lewis. The business started with a single shop, which Lewis has grown into a chain of eleven. The first four shops were opened from scratch but in January 2014 Lewis bought ‘PhoneBits,’ a group of three outlets, which he intends to operate under the Azzaz brand. The recent acquisition is a significant expansion in the operation of the business, not least because two of the new outlets are in Norway. Lewis is hoping that this will help him to gain a foothold in the European market. As a result of the expansion Lewis has identified a need to open a new warehouse in the East of England, and he has decided that this would be an excellent opportunity to launch an eCommerce arm to the business, capitalising on the success of the Azzaz brand, but with a relatively small additional overhead.
Azzaz and PhoneBits have different IT systems, and in addition to integrating the two parts of the business there is the need to add ‘b2c’ eCommerce functionality. Lewis would like this to be fully integrated with the retail stores, allowing customers to collect and return stock via the stores, as well as via courier.
The case study requires you to work with incomplete information, an important skill. You are free to make assumptions about aspects of Lewis’s situation or operation where these are relevant to your work – please ensure that any assumptions made are clearly stated in your report.
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