Tesco

Question 1:

Tesco.com has been able to achieve success online by using customer data from clubcard the data collected ensure that customers were locked in to continue to purchase their product form tesco.com.

Tesco.com uses this strategy to convert visitor to regular buyer ( Approach 1)

“Trigger event 1: Customer first registers on site (but does not buy).

§  Auto-response (AR) 1: 2 days after registration e-mail sent offering phone assistance and £5 discount off first purchase to encourage trial. Trigger event 2: Customer first purchases online.

§  AR1: Immediate order confirmation

§  AR2: 5 days after purchase e-mail sent with link to online customer satisfaction survey asking about quality of service from driver and picker (e.g. item quality and substitutions).

§  AR3: Two-weeks after first purchase - Direct mail offering tips on how to use service and £5 discount on next purchases intended to encourage re-use of online services.

§  AR4: Generic monthly e-newsletter with online exclusive offers encouraging cross-selling

§  AR5: Bi-weekly alert with personalised offers for customer.

§  AR6: After 2 months - £5 discount for next shop

§  AR7: Quarterly mailing of coupons encouraging repeat sales and cross-sales Trigger event 3: Customer does not purchase for an extended period

§  AR1: Dormancy detected – Reactivation e-mail with survey of how the customer is finding the service (to identify any problems) and a £5 incentive.

§  AR2: A further discount incentive is used in order to encourage continued usage to shop after the first shop after a break.”

Chaffey, 2011 page 520

(Approach 2)

The second approach is providing customers with convenience and value such as:

·         Tesco.com also has improved customers experience online, this has reduced time for first time buyer from 1 hour to 35 minutes on line

·         Tesco.com also offers intangible product such as forming partnership with eDiet and iVillage and offering the services to their customers.

·         Providing customers with cheap telephone services and services broadband.

2.)  Our product which is “streambox” can benefit from the first approach which tesco.com uses these steps could be use to make any visiting customer to a regular customer.

This answer is for Mobo only:

This answer is for Karim Mualla only:

•Suppose you are looking for a job from now on

•Where would you advertise yourself?  Why? (think of your e-marketing plan for yourself, establish various channels, your own online value proposition).

In order for me to advertise myself, first I need to consider what fields am I

exactly aiming for, because each industry has different marketing aspects which must be taking in consideration before attempting to approach its audience.

Nevertheless, on a general basis, I would put a great deal of focus on my CV, and perhaps turn it into a state of the art 'online dynamic CV' where it can include web links to all my past experiences, companies I worked with, recognized people in the industry I collaborated with, youtube videos of me if available, different social networking accounts, personal websites and blogs, educational backgrounds which links automatically to my under and post graduate certificates, and so on.

Furthermore, and as the question mentioned: 'I'm looking for a job', then in that case it would be very helpful to sign up with several job hunting sites where people can have their own profiles and apply for different jobs to various companies who have already posted their jobs' offers on that particular social network or JOB SEARCH website. 

However, and from a personal experience, I can assure everyone that it is an absolute waste of time to do what was previously mentioned. in my professional opinion, and again based on a long term experience, what makes a difference with regard to 'marketing yourself' is the following:

- Design a great CV (and be honest)

- Stand Up 

- Get dressed

- And pay those companies a surprise visit without an appointment.

- you will be kicked out from 90% of these companies from just showing up an announced. 

- However, 9% would be impressed of what you do (after you introduce your skills properly) and will tell you to expect a call of them soon.

- and the remaining 1% would not only be impressed, but they will also offer you a job instantly. and that is how I got my 

                             - Radio show job 

                             - TV show job

                             - EPedia Job

                             - Tennis coaching job

                             - University Teaching job

and currently my    - Royal Holloway, SU job as a DJ