More handpicked essays just for you.
Customer relationship management in retail
The issue of Customer Relationship Management
The issue of Customer Relationship Management
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Executive Summary
Sephora has started its digital presence in the year 1999 with the launch of its website, “Sephora.com” and pioneered in the digital and beauty retail business. With around 3 million visitors per month to its website, Sephora has not put a single step wrong in its marketing strategy. The introduction of Sephora Beauty Insider program in 2007 followed by the Customer Relationship Management programs, the number of online customers have been exploded in multi-fold across Sephora’s online channels. Although Sephora was known for its in-store experience, the shear increase in the number of customers on its online portals had almost blacked out the online system in the holiday season of 2014. This led many of its Asian loyal customers
…show more content…
With the advent of the digital era, Sephora was among the very first few to adopt the digital media not only for promotional activities, but also for strategic marketing activities through Sephora Direct. Year after year Sephora has created a well-valued digital experience for its customers. However, most of the customers complain about a single thing all the time and that is the experience they get from the store is different than that they get from the digital experience from the website and the existing Sephora apps. In addition, the experience few of the customers experienced during the holiday season of 2014 had further tarnished Sephora’s brand image and the Asian customers perceived the brand as an anti-Asian brand. Most of the Asian customers claimed that the website has locked out for people either with Asian names or email ids with domains from Asian countries. This event led the customers to vent their anger on the various social media …show more content…
Solution
With all the problems persisting with Sephora’s digital marketing strategy, it’s becoming a time-pressing issue for Sephora to do something substantial and to do that really quickly. Hence, I am proposing to have an app named ‘BEAUTYMe’, that is fully customized for the individual customers and act as a virtual store, on the contrary to the existing apps, those act like mere online catalogues. The step-by-step app experience can be explained as below with the example of the following flow diagram.
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
Dillard’s Inc. is a retail chain that specializes in fashion apparel, cosmetics, and home furnishings. It is ranked among the nation’s largest fashion retailers. Dillard’s stores compete with fashion retail names such as Macy’s, JC Penney, and Sear’s. They carry items from national brands as well as items manufactured exclusively for Dillard’s. William Dillard founded Dillard’s Incorporated in 1938. The first store was opened in Nashville, Arkansas, his wife’s hometown. The next year he sold this store, opened a new one in Texarkana. Within 5 years it was the most successful store in the city. He continued expanding locations until 1940 when he opened his fist location inside of a shopping mall. This changed Dillard’s whole operation. Before
Nordstrom can continue providing their exceptional online experience and client focused approach using their online system by offering an unmatched online experience that copies their in-store customer service. This would allow Nordstrom to raise its revenue considerably as well as further improving their brand image. I will also discuss specific ways of successful execution, and the steps required to provide Nordstrom a stunning picture of how to execute strategy.
Tarte Cosmetics specializes in “good-for-you glamour, makeup and beauty products that are eco-friendly and cruelty-free.” 1 Not only do they create and sell organic products, Tarte also caters towards the vegan population and those who wish to decrease their use of animal products in everyday life. However, their overall customer base is any person that wears makeup or uses skincare products.2 It is precisely their eco-friendly, vegan and cruelty-free specialization that differentiates Tarte from the rest of the beauty market.
The company can improve its channel strategy to enhance its current performance in one way. The company’s website is too reliant in the physical stores. The website has photos of the physical store ostensibly to help customers to connect with it. This idea seems well founded. However, the target market for any company that operates an online shopping system is not local. It transcends geographical boundaries. The company needs to consider how it can make the online shopping experience authentic and complete for customers who may never visit any of its physical stores. A website makes a company a global player. In this regard, the company needs to expand its channel strategy to take into account an expanded potential market. This shift in strategy will increase the sales the company makes.
• Meet with local media to introduce them to the product line and share information about the natural method of hair removal.
Sephora is a leading producer of makeup and makeup related items. They have individual store locations, plus stations inside some major retail outlets. Sephora values customer opinions, suggestions and feedback. To reward you for your input, the Sephora survey gives away gift opportunities. You can also opt in to be notified of special promotions, including valuable coupons.
Among them some customers are cost-conscious and they are affecting the environment of Zappos. These customers won’t affect Zappo’s business too much because this store has its feedback facility. If those customers have problems regarding price, quality or other issues, they gave positive as well as negative feedback to the website.The feedback shows that 99% of customers are happy with the service given by Zappos.Thus, cost-conscious customers are not affected much by the web store.
This report analyzes the cosmetics retail industry in Hong Kong. There are many large-scale specialty cosmetics chains that are well developed in this market, such as Sasa, Bonjour, Colourmix, Aster and Angel, which are taking the lead. They mainly offer a wide range of international branded products and private label products to cater for customers’ special beauty needs, like make-up, fragrance, skincare items. With many dominant firms and a slowing growth in demand, the industry structure is being identified as mature.
Next, our company will create an official website with the list of products that we are selling. Our online store will be linked to our website and our mobile application through call-to-action (CTA) buttons on our homepage. Our websites and our mobile applications will be designed in a way that can attract more viewers to view them. We will collaborate with the application store and search engine optimization for the Google Play Store and the App
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010). To help these businesses a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identified will be the role that marketing plays in a successful business demonstrated by use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010).
The Internet is currently the third most shopped channel; brands are pushed to keep up with the trend of building an online shopping option for their consumers and this is evident through the increase in retailers offering online options for their consumers (Valerio). With solely digital stores like Net-A-Porter, Amazon and eBay, competition among digital stores and physical stores are tight. Retailers are pushed to keep up with the rise of digital shopping whether they want to or not. There are several retail implications with the rise of digital shopping, retailers are turning to multi-channel retai...
Zappos.com is a website that started off just selling shoes but now sells items such as handbags, clothing, and housewares in addition to shoes. Their company logo includes their catchy name with an explanation point as the end in the shape of shoe print which leads consumers to believe Zappos has strong feelings about the service they provide to their consumers. Zappos believe that customer service is the number one priority and is focused on cultivating repeat customers which is why they have always provided free shipping on both orders and returns; occasionally provides upgraded shipping so customers can receive their shoes the same day that they are ordered even though this is very expensive to the company; and they only show products on their website that they actually have in stock albeit they lose 25 percent of their potential business by doing so (Walker, 2009). For a compa...
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.