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Introduction

Overview of the Research

In the modern era each small as well as large business organisations are concern on gaining attention of customers towards the firm or its offered goods and services. Digital marketing is consist to be the most essential element of firm as it creates benefits for attaining high growth and success for firm (Keller, Parameswaran and Jacob, 2011). Today's business market is excessively competitive in nature and digital media has changed the market situation and has a direct impact on the enhancing customers loyalty. Sainsbury is the most popular and largest supermarket chain in the United Kingdom. The company is mainly concern on enhancing customers loyalty through providing them satisfactory products and services. The company is widely concern on implementing digital technologies as to enhancing the organisations efficiency.

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Significance of the Research

The research into consideration is based on the impact of digital marketing on customers loyalty. The major reason for conducting the research is to increasing the knowledge and skills of learner in the area of digital marketing and its impact on enhancing customers loyalty. In today's modern era it consist to be the most essential topic which has a he impact on the business organisations. Digital marketing is essential in increasing the engagement of customers within a short period of time and buyers are also having the multiple options to make purchase decision from different area of region.

Research Aim

This can be described as the primary component of research which needs to be determined by researcher at the beginning of the project (Peck, Christopher, Clark and Payne, 2013). The essential aim of this particular research is The impact of digital marketing on customers loyalty. A case study on Sainsbury.

Research Objectives

  • To analyse the impact of digital marketing within organisation.
  • To determine the measures of digital marketing which are adopted by Sainsbury as to enhancing customers loyalty.
  • To measure relationship between digital technologies and customers loyalty.
  • To recommend various ways by which Sainsbury can attain competitive edge and how this will contribute in gaining customers loyalty.

Research Questions

  • What is the impact of digital marketing within organisation.
  • What are the essential measures of digital marketing that are adopted by Sainsbury as to enhancing customers loyalty.
  • How to measure relationship between digital technologies and customers loyalty.
  • What are the ways by which Sainsbury can attain competitive edge and how this will contribute in gaining customers loyalty.

Literature Review

Introduction

This can be considered as the most essential part of research project which helps in conducting an in-depth research as to reaching at final result and outcomes. In this section data has to be gathered by researcher through secondary sources such as books, journals, online sites (Mullin, 2014). In this part of research past research which is related to the similar area of study helps in providing an appropriate information as to carry out the research activities into effective and efficient manner. This section is based on research objectives in which research issue is mention in the form of statement.

The impact of digital marketing within organisation.

As per the views expressed by Nick Rojas, 2018, Digital marketing plays a very crucial role in overall growth as development of business. Proper use of digital marketing techniques can help company in gaining market share and enhance its profitability as well as sales. Digital marketing makes it easier for the organisation to reach to consumers and hence it increases the overall customer base for the company going forward (Savisaari, 2016). Sainsburry is a big company engaged in retail sector, the company is responsible for handling large number of customers on a daily basis and therefore right kind of digital marketing tools will help company in attracting various types of consumers from different geographical areas. In the modern business era each small as well as large business enterprises are concern on implementing digital technologies at work place as to enhancing the performance of firm at market place. Digital marketing are becoming increasingly the most important element for each sector as it provides various benefits to the firm as well as customers (Kumar and Reinartz, 2012). There are various impact of digital marketing on organisational activities in which some are described as under:

Increasing Productivity: This is the fundamental need of each business enterprises is to develop their productivity through implementing suitable tools of digital marketing. As a large business enterprises Sainsbury is concern on adopting most suitable tools form the available alternative in respect to increasing the productivity of firm as high productivity cause various befits for firm.

Customers Loyalty: This consist to be the major focused area of firm as Sainsbury is widely concern on attaining customers loyalty through offering them variety of products and services as to satisfying their needs and wants. With the help of digital technologies and tools customers are having option to make their purchase more effective.

The essential measures of digital marketing that are adopted by Sainsbury as to enhancing customers loyalty.

As per the opinion of Peter Roesler, 2014, digital marketing is consist to be the most essential element of each business enterprises as in this competitive business era small as well as large business enterprises are concern on implementing digital tools as to creating awareness among the public about the offered goods and services of firm. The tool of digital marketing helps in enhancing the loyalty of customers through offering them variety of products and services as per their choice and preferences (Ramanathan, Subramanian and Vijaygopal, 2017). There are various measures which are adopted by Sainsbury as to enhancing customer’s loyalty in which some are described


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