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Discuss the benefits to a retailer of operating multiple formats. Illustrate your answer with three examples from the UK retail - Essay Example
Author : reichelprincess
Pages 6 (1506 words)
Benefits of a Retailer Operating On Multiple Platforms Date Table of Contents Table of Contents 2 Introduction 3 Theory of Social Media as a multiple format used by retailers 4 Tesco in UK 5 Tesco Bank 5 Blackberry in UK 6 Comparing and Contrasting Tesco, Blackberry and Sainsbury Marketing Strategies 7 Recommendations 8 Conclusion 8 Bibliography 10 Introduction Multiple formats refer to applications developed by different industry sectors, which help retailers in selling their products…
Sainsbury’s, for example, has introduced a credit card that enables a customer to earn loyalty points whenever they shop at the supermarket. Tesco, on the other hand, is working on an application on Facebook, which will enable customers to gain double Club Card points by sharing or liking the facts about the products they buy from the supermarket. The Blackberry Company, on the other hand, uses TV and Billboards to launch new products. It also uses sales promotions to obtain advance payments in the short term sales (Chadwick, Doherty, Anastasakis, 2006). The Benefits of Using Multiple Formats to a Retailer The use of multiple formats has proved to be of immense importance to retailers because multiple formats normally offer unique opportunities for retailers to use services such as geo-location to market their products. This is applicable when using formats like social media. Social media, such as Facebook and Twitter, used by Tesco tend to be hyper social platforms (Varley, 2005). Multiple formats also tend to benefit organizations in that; some of the formats used by retailers tend to influence the consumers. ...