Pros of Interactive and Digital Marketing - Essay Example

Interactive and Digital marketing Contents Answer 3 Answer 2 5 Answer 3 6 Answer 4 8 References 10 Answer ASOS.com was launched by Nick Robertsonand Quentin Griffiths in June 2000. It has total employees of over 4,000 and has become the largest independent online and fashion retailer in the whole country in UK. In Camden Town, London ASOS has its head quarters. ASOS has become the largest online fashion and beauty store and sells over 850 different brands along with it also has its own range of products. The variety of products been sold by the retail store are like menswear, women’s wear, footwear, beauty products, jewellery and various other accessories. It has huge ware houses with lots of products and the inventory keeps getting updated at a quick rate in each week. It targets the market of UK, France, Germany, Spain, Italy, Australia, USA, China and also distribution channel to other countries as well which are all generally been controlled by the two distribution channel of the company in UK. The website used by the company is very accessible and useful for all the customers. The website provides good facility for all its customers to find their product as per their needs and buy the particular product. It has the facility of different section of apparels for men’s and women’s which enables the customers to easily go into the section of their choice. The company website has got the user friendly navigation platform which helps the customers to access and buy products easily and comfortably. The best facility that the company provides is that people can access to the site and buy products from their own social networking site like facebook without even going out of the social networking site. The company website is made based on the standards of worldwide consortium and also national institute of blind using plain English so that it is easily understandable to the customers. The website is updated on timely basis based on the new browsers and software (ASOS, 2014). Primark was opened in 1969 in Dublin, Ireland and came up with 38 stores. The company has opened 161 stores currently with its first store in Derby in 1973. The company is an Irish apparel retailer which operates in Belgium, France, Spain, Portugal, Netherlands, Austria, Germany, Ireland and UK. The company offers variety of products like men’s and women’s beauty products, confectionery and also kids’ apparel of large variety. The company website provides variety of options to access where every section is been divided like the women, men’s, kids and home, it also provides the facility to set the budget price of the customers so that the customers can filter as per the price they need. It has the facility for the customers to choose clothes based on the trends, articles and other factors along with the option of selecting the latest launched designs which are also separated in a different section. The only difficulty that the customers do face from the website is while buying a particular product they need to go through a lot of processes and also the accessibility of the website is not that easy as they need to go to the filter option and then search for the particular product category. While buying a particular dress material the size selection or the selection of colour is very difficult as the customer needs to go through a number of processes to get the right size and also the right product of their choice (Primark, 2014). The best facility in ASOS is the user friendly platform that it provides to its customers which helps the customers to get what they want and buy them easily on the other hand in case of Primark the website is too complex for the usage and especially in case of buying a particular product it is very difficult for any customer as they need to go through a lot of process. Answer 2 There are lots of differences between companies having traditional shops along with online retail facility. The company having the traditional shops helps a lot to create a good value and brand image in the mind of the customers. The company provides a lot of benefits to the company to access and get profits from both the stores to attract more customers and increase its sales volume. In this case Primark does expose its retail outlet a lot and encourage people in a huge way through their online site to visit the shop. It has huge shops having all the branded items being displayed in a proper way which gives a good visibility to the customers and it helps in many ways like for returning or for exchange of a particular product the customer can easily change it from the stores of the company present in the various locations across the world. It also provides the customers to buy a product which they need at a quick instant instead of waiting for the time needed for shipping the product bought online and also understand the size and colour of the material in the perfect way. On the other hand ASOS doesn’t looks to promote its retail outlets through its websites and concentrates more over the idea of providing the best visibility and facility on online for the customer so that the foot falls of the customers are more in their online store rather than the traditional shops. There’s lot of differences among the two companies style of promoting and selling their products and have a major market share in the global market. Primark does emphasize more over the traditional shops by encouraging people to visit their shops even through their online websites which ASOS never does so but puts more emphasis on its online retail outlet. ASOS provides more offers in online to keep the customers so that they stick to online shopping while Primark looks to encourages people to visit their stores and buy products directly from there. As in this case there is involvement of money transaction so people are very conscious about the frauds and also cheats, so they hesitate a lot to buy products online and spend money online and prefer to buy a particular product from the traditional shops as they feel more secured from them in making money transactions. Thus the traditional shops do play a lot of important role for making the customers buy the product and also create good loyalty. Primark’s attempt to promote and concentrate more towards the traditional shops give them an additional advantage of attracting more customers and increase more value to them which they tend to loose from their online website. The traditional shops also help the company to reduce their shipment cost as a result of which they are able to provide customers with products at a good and cheaper rate without the shipping price been included. Thus the role of both online and traditional shops is very important as both of them play important role in creating a good brand image and also capture a good part of the market. Answer 3 Both the companies Primark and ASOS have their own online and also traditional retail shops and hold a good market share in UK and are among the top retail brands in the country. They have created successfully a good brand image and also a brand liking among the customers in their own way. Primark does push a lot toward its traditional shops giving the best of facility in their stores more than the online websites which helps the customers to buy products having more security from the retail outlets, on the other hand ASOS looks to put more importance towards its online retail store which helps the company to build a good brand image in this sector by reaching a huge number of customers by making them buying easy and affordable a huge variety of products at a variety of range. Both the companies have variety of product categories as they sell products of different variety at different prices based on various factors. The product list of Primark is based on women, men’s, kids and home as the main sections which also has got products based on the design, price and colour based on which customers can choose the particular product they need. ASOS has got its products divided based on the two main sections of men’s and women’s which again have many subcategories from where the customers select the product and buy them. The minimum price available for a particular product in Primark is £5.00, while that in ASOS is £6.00, which shows that both the companies are looking to attract customers of every category and provide products at all prices based on their category and also design and brand. The products sold are not expensive but are been priced as per the customer’s requirements and affordable for them. ASOS looks to give free delivery to every customer worldwide which is a very good strategy by the company to attract customers globally and also make them take the products and also get it delivered to their door step at a free of cost, the shipping getting free helps a lot in reducing the price at which the customers buy the particular product from the company. Primark does charge for shipping from its customers which increase the overall price that the customer needs to pay for a particular product. ASOS looks to promote their website by providing many offers to the customers to attract them to make them buy more and also increase the site visit of people to their websites. On the other hand Primark looks to promote their traditional stores more by stating the line according to which the customers should go into the shops to know the exact trend and latest style before visiting the online site which affects a lot to the company’s online selling and also its less accessibility and complex process makes customer to prefer other companies for online shopping. The way the companies communicate their message to their customers is very important as it helps the company to create a good brand image on the customers’ mind and also make them understand the exact value created by the particular company in their life. Primark looks to communicate more through its traditional store and promotes them a lot even through their website to reach their target customer and sell their products while ASOS communicates and sends its message across to the customers through its online site and provide the best of facility through the online platform making it easy for customers to buy and avail a particular product from their comfortable place accessing easily the website and buy the product easily without much difficulty. Both the companies are looking to attract each and every section of customers who are looking to move towards the latest trends and get better apparels with latest styles and designs, major target customers are being the young generations who look to avail the latest styles and trends in their dressing styles. Answer 4 Studying the entire process of both the retail shops in UK certain recommendations can be given to both the company’s so that they can improve their process and also increase their sales volume and maximize their revenues. ASOS has a very nice online platform which helps them to create a good market image as a good online retail shop and have huge number of customers on daily basis who visit their websites and also buy products. The facilities given by the company are very attractive and also user friendly. The company needs to focus also towards their traditional shops and also promote them so that more customers can visit and as a result the foot falls in the shops increases. This extensive promotion of the traditional shops will create better visibility to the customers and also help them to create a better image in the mind of the customers. This will help the company to provide the facility of exchange to the customers in an easy way without going through much of hassles and also better understanding of the size. The promotion of the traditional stores will help the company to create a good secured feeling in the mind of the customers so that they can look to buy the product without having any doubts in their minds. Primark has got a wide range of traditional shops across the whole country and also has an online platform for the customers from where they can buy their particular product. But the company gives lot of emphasis to its traditional shops and gives less importance to the online site. Because of this the company faces a lot of problems as they are not able to attract huge number of customers who are moving to other retailers for buying online. The company must try and develop better facilities in their website so that people can access to it easily and also make easy for the customers to buy the products so that customers can easily buy their required product and also get better facility. The company must look to reduce the price and make the shipment free for the customers so that more customers can get attracted towards their brand and it will help them create a better brand awareness and also liking, and with the promotion they do for their traditional shops it will the company a huge advantage over its competitors and help them increase their sales volume and revenue to a great extent. Thus both the companies need to improve a bit on their respective fields so that they can attract more customers and provide better facilities to the customers which will help them in increasing their revenue and create a huge market share. References ASOS. 2014. WHATS IN STORE. [Online]. Available at: http://www.asos.com/?hrd=1. [Accessed on: 20 March 2014]. Primark. 2014. About Primark. [Online]. Available at: https://www.primark.com/en/about-us/about-primark. [Accessed on: 20 March 2014]. Read More