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.
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.
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.
- 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.
- 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.
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 as under:
Use Social Media: This is the most effective method of connect with customers and it is widely used by organisations as to gaining attention of people towards the growth and success of firm. Sainsbury use social media such as Facebook, twitter, WhatsApp, Instagram etc. as to providing proper information about the goods and services of firm.
Offer Customers Service Assistance Online: As a large business enterprises Sainsbury has its various operations which all are create benefits for companies growth and success. In the modern era internet can be considered as the first priority of people and they are usually do purchasing through online sites and pages and for this Sainsbury provide online services to their customers as to making their purchase more smooth and easy.
Use Loyalty Programs: This is also an essential measure which is significantly applied by each business organisations as to retaining customers for long run of business activities. Sainsbury provide various offers and opportunities to the people who are regularly taking benefits of organisational products and services as it helps in enhancing customers loyalty.
The relationship between digital technologies and customers loyalty.
According to the view point of Hazel Davis, 2016, there is an effective relationship among digital technologies and customers loyalty. It is the the major focused area of each business organisation to satisfying the needs and wants of people at market place through offering variety of goods and services which create benefit in their life. Organisations are applying digital technologies in order to enhancing the profitability and productivity of firm. Customers are the key element of firm as it is the major responsibility of organisation to analyse the needs and wants of people at market place in order to satisfying them through producing goods and services as per their choice (O'Connor, 2014). The relationship between digital technologies and customers loyalty is effective as digital technologies are effective in fulfilling the desires of customers at market place. With the help of digital tools and technologies customers are having option to buy more effective products through comparing them with other brand and firms. Proper implementation of digital technologies create benefits for firm or its growth as customers are having chance to purchase products as per their own preferences.
This consist to be the most essential part of research project as it helps in carry out the whole research activities in well planned manner (Gaurav and Dixit, 2017). This part of research is based on some applications which are significant to the research and helps in reaching at final result and outcome. His section is based on various applications in which some are described as under:
Type of Investigation: This is the element of firm as it is the major responsibility of researcher to select qualitative or quantitative research techniques as to moving forward towards right direction and the selection of research is based on the data which are accumulated by investigator for the particular research project. In the current research project qualitative research method has to be taken into proper action by investigator as it is based on qualitative means of data and also helps in accumulating appropriate outcome for a research issue.
Research Design: This is the most essential part of research project as it helps in providing the overview to the researcher to moving forward towards right direction (Stamenova, 2017). This consists to be three major types such as descriptive, exploratory and experimental research design. In the present research project descriptive research design has to be taken into proper action in order to implementing all research activities at right place as per the priority of task.
Research Approach: This is also an another essential part of research methodology as in this researcher is having option to select most suitable approach in order to implementing all research activities and operations in effective and efficient manner (Rossi and Krey, 2017). A research can be deductive or inductive in nature and the selection of research approach is based on the type of research as the present research is based on qualitative means so in this research inductive approach has to be taken by researcher. This approach is essential for analysing the data and information which are based on qualitative means and this also helps in accumulating final result and outcome in effective way.
Data Collection: This section of research helps in gathering proper and appropriate data and information as to analysing the issue of research in effective manner. In this section data has to be gathered through primary as well as secondary source of data collection (Zainab, Pan and Goodhew, 2012). As to conducting an effective research project both the methods are applied by researcher as to gathering data. In the present research project secondary source of data collection is applied by researcher as to conducting the section of literature review in effective manner through analysing the opinion of various authors and writers.
As per the above given report it has been concluded that digital technologies are effective in gaining attention of customers without putting any kind of efforts. In this modern and competitive era the major focus o each small as well as large business enterprises is to developing the performance of firm through enhancing customer’s loyalty as customers are considered as the key element for firm. The present area of study helps in enhancing the knowledge and skill area of learner as through conducing this kind of research the knowledge and potential of an individual will enhance which create various kinds of benefits in their life. The present study helps in conducting more effective and appropriate research with least number of mistakes. The research on a particular topic helps the researcher in enhancing their skills and knowledge in some specified area which provide various benefits in attaining growth in their career. A proper area of knowledge helps the researcher in conducting various operations in regards to a particular area of study in more effective and efficient way.
At the time of conducting a research project researcher faces various kind of issues and conflicts which are needs to be resolved by the researcher as to moving forward towards right direction. Time and cost consist to be the major issue which is mainly faced by researcher while conducting a research work. The major responsibility of researcher is to creating an effective time frame in order to implementing all business activities in effective and well planned manner which create value in completion of research activities in desired period of time. Cost needs to be manages by researcher as to implement all operations of research in systematic manner. Research also ensure their respondents about the safety and security of their details.
Time Scale And Gantt Chart
- Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
- Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor & Francis.
- Mullin, R., 2014. Promotional Marketing: How to Create, Implement & Integrate Campaigns that Really Work. Kogan Page Publishers.
- Savisaari, A., 2016. Supply chain effects in creation of omnichannel customer experience in grocery retail.