1) Supply Chain Bottlenecks Our client was facing consistent issues of delay as well as stockouts in their supply chain which caused various hitches in the business as well as customer disappointment. For instance, supplies imported from suppliers abroad would often arrive, and failure to meet the market demand leads to loss-making since the supplies have to be shipped urgently.

2) Inventory Management Issues This was one of the major issues that required fixing; it led to the tying up of capital and the increase in the storage of excess stocks. On the other hand, the problem with understocking resulted in lost sales and customer dissatisfaction. For instance, the commonly used frame styles were always lacking in the shops which made the customers settle for other frames they did not prefer or make no purchases at all. Organizing a detailed examination of the shop’s inventory, we found that certainly over 40% is comprised of dead stock, which is merchandise that has been on the store’s shelf for more than 18 months without selling.

3) Key Strategic and Customer Experience Issues Lack of Marketing Strategies: the client was not widely marketing and in the few places he targeted, he used the wrong approach, making little conversions while using many resources. The messages that were used in their digital marketing campaigns were virtually impersonal and thus did not elicit any responses from the target audience

• Lack of Personalization: Clients also complained that there was no special treatment or even recommendations that would reflect their identities.

• Inadequate Customer Service: The complaints recorded by customers include delays and long waiting times, wrong orders, and customer relations personnel.

• Limited Loyalty Programs: The previously implemented system of rewards system which is called the loyalty program failed to produce satisfactory results in terms of customer retention which resulted in no increment in sales. • Resistance to Digital Transformation: The client was not ready to accept the use of digital technologies that involve e-commerce and omnichannel retailing.

4) Stunted Sales Growth

The following factors slowed down the client’s sales growth, the highly competitive environment in the retail optical industry the client’s obsolete product range and the failed marketing strategy were the causes of the market share decrease. Inadequate diversification and failure to choose appropriate strategies due to which the client could not create a niche for them in the eyes of the customers.

Key Strategies Implemented

• Centralized Data: A centralized data had been set and this helped to pull all store data from any store and provide a centralized view of the business realities.

• Customer Segmentation: Thus the splitting of the customers used this advanced analytical method of separating the customers by their demographical profile, buying habits and tendencies.

• Personalized Marketing: Electronic marketing communication was undertaken to direct the market to specific segments with specific offers and promotions with the help of personal mail and social media posts with special offers and in the stores.

• Inventory Optimization: Supply chain management strategies such as demand forecasting and inventory management strategies were utilized in a manner that would enhance the volumes of stocks to be used, the volumes of wastes being generated as well as overall profitability.

• Omnichannel Strategy: Omnichannel strategy was used whereby both online and physical mode of selling was used to ensure the consumer embraced the products. This involved developing an e-commerce store to offer digital purchases, letting customers pick goods that they bought online for pickup, and providing customers with the same rewards regardless of how they shop.

• Employee Training and Development: We also emphasized employee training and development in order to guarantee that the team was well equipped with knowledge to support the transformation.