Customer Relationships
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....
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