The company has also established a strong customer base by effectively utilizing the information held within their systems by leveraging the concept of Customer Relationship Marketing.
Alongside, the company has effectively performed the process of data mining through directly analysing the information from the EPOS (Electronic Point of Sale) Systems installed in their shop floors so as to identify the potential customers and enter new target markets and business segments. The implementation of the file maker systems in line with their point of sale systems to produce store specific adverts and promotion banners has apparently leveraged the company an edge over its competitors in the supermarket chain. The online shopping system
In the light of the above argument, an insight into the TESCO website reveals the following results.
The company has a highly structured website that has classified its products efficiently based on the departments and then provided a two stage categorisation for identifying the actual product itself. The two stages of categorisation are achieved by the providing a short list of hyperlinks under a selected category so as to enable the customer to view the products. The website also provides an interactive help system that efficiently guides a new user to quickly get accustomed to the online shopping process in order to encourage the customers to shop online. Apart from the easy to navigate system and the help provided online, the company has also established a dedicated call centre service especially to attend to the queries of the online shoppers including support on completing an order as well as serving the customer queries on existing orders and deliveries. Alongside, the feature of reserving a delivery schedule before starting the shopping process itself makes it further easier for the customer to decide on the products to prioritise on the order placed. This provides an additional benefit of...
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