For this study we take the example of Tesco PLC and study its website to get an understanding of the type of efforts that the retailer makes to create customer relationship.
In this assignment we would study the website of Tesco groceries – http://www.tesco.com/groceries.
As is evident from the website the primary aim of the company is to target those customers who are looking for low cost yet good quality of products. The number of offer that the company is offering in the website is testimony of the fact. Secondly, the company wants to appeal to the customers by providing them several facilities to increase the ease of shopping. For example the delivery saver scheme where the company would provide delivery of grocery products to the designated address for just 3 pounds or unlimited delivery of grocery for 25 pounds a month or savings in delivery charges t the weekends or mid weeks are schemes that are intended to increase the ease of shopping (Tesco.com, 2015).
However, recently the company has taken measures to appeal to both rich and not so rich customers. Using the Clubcard data, the retail card of company, Tesco has designed its website to personalize the display of items according to the classification of the customer. While up-market customers would be tempted with displays of, for example, smoked salmon and an array of sumptuous fine food, value promotions of Tesco would be the prime focus of the company for hard-up shoppers (Mail Online, 2012).
The primary attempt by Tesco groceries to build customer loyalty is through services. The customers are allowed to maintain their personal account on the company website for online purchase where customers can track their purchase history, update information on the Clubcard and avail direct customer grievance services. Customers are also able to track their order online through the personalized web account (Tesco.com, 2015).
The most important program however for gaining customer loyalty is through the introduction of the Clubcard which can be used by customers to gain further discounts and services. The customers are allotted points and the points can be used for other services and products that are offered by Tesco Plc. The program was recently augmented by the introduction of Clubcard boost that gave additional benefits to the customers of Tesco that can be availed at places outside to obtain discounts for fun and frolic, eating out, travelling, etc. This is an ongoing program of the company and it has been able to create a pool of loyal customers through this program. The customers can look into and manage the credits and avail the discounts of the card online through the personal accounts on the company website as already discussed (Tesco.com, 2015).
While the company has taken several interesting measures to create customer loyalty, it is advised that Tesco should conduct more direct interactions with the customers so that better and more informal relationships are developed. Further, better redress of customer complaints is another aspect that Tesco can strive to improve.
UNIT 2 Assignment
Hershey’s Milk Chocolate
The website of Hershey’s Milk Chocolate is very indicative of the brand name that is displayed in bold throughout the website, especially in the products displayed. The signature and very well-known symbol of the company is repeated in several places and spots of the websites and the in the various pages on the website. This repetition helps create brand recognition (hersheys.com, 2015).
Chocolate products are primarily targeted at children and it can be observed that the packaging of the products is in attractive colors. The color of the packaging keeps reminding one of the product-chocolate. The image form the pictures posted in the website of the products is alluring for chocolate lovers — be it for chocolate bars or cupcakes or brownies. The website also details the composition of the products and stresses on the low levels of fat, cholesterol and saturated fat content in the products indicating strength and uniqueness of the products.
The website also clarifies that the nutrition information of the products are up-to-date and requests consumers to contact the company in case they feel that the products do not have the properties as claimed. This increases the dependency and confidence of the consumers and is yet another way of connecting with the customer. The company also connects to customers through the several chocolate-based recipes for the customers which can be tried out at home (hersheys.com, 2015).
The website of Heinz ketchup is complete with the highlight of the brand name. Even though Heinz is a well-known brand, the website does not leave anything to chance. The brand name is displayed prominently throughout the website home page and the additional pages, especially in the products that are displayed on the website in a prominent and conspicuous manner. This creates brand recognition trough brand recall (Heinz.com, 2015).
The product is for the general public and is used in almost every household. The display of the various bottles that the company had been producing since its inception has been given prominence signifying the historical background of the company and the brand.
The stress on the website is on the product and the quality of the product the slogan “Grown, Not Made” is displayed prominently on the home page along with various pictures and close ups that indicate the quality of the product even tough details of the product nutritional value detailed in inside pages of the website (Heinz.com, 2015). Like in most other products the prices are not mentioned in the website even as the products are clearly and conspicuously displayed (Heinz.com, 2015).
The website display has tried to associate the brand with the rich history of the company through the association of history and the historical consumption of Heinz ketchup. It is therefore evident that the historical value of the brand coupled with the food value and the goodness associated with the products (Heinz.com, 2015) seem to be the strength of the website in relation to connecting with customers.
Heinz.com,. (2015). Heinz – Ketchup. Retrieved 25 June 2015, from http://www.heinz.com/our-food/products/ketchup.aspx
Heinz.com,. (2015). Heinz Corporate Social Responsiblity. Retrieved 25 June 2015, from http://www.heinz.com/sustainability/nutrition.aspx hersheys.com,. (2015). Chocolate Dessert Recipes for All!. Retrieved 25 June 2015, from http://www.hersheys.com/pure-recipes.aspx hersheys.com,. (2015). Have you tried HERSHEY’S Milk Chocolate Bar?. Retrieved 25 June 2015, from http://www.hersheys.com/pure-products/details.aspx?id=3480
Mail Online,. (2012). Tesco to target customers according to their wealth by using their Clubcard data to personalise its website. Retrieved 25 June 2015, from http://www.dailymail.co.uk/news/article-2164660/Tesco-target-customers-according-wealth-using-Clubcard-data-personalise-website.html
Tesco.com,. (2015). Online grocery shopping | Tesco Groceries. Retrieved 25 June 2015, from http://www.tesco.com/groceries/
Tesco.com,. (2015). Tesco Delivery Saver – Home. Retrieved 25 June 2015, from http://www.tesco.com/deliverysaver/?icid=TopTab_delivery_Saver
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