Title : Individual Academic Report

RACE model and objectives related to digital touchpoints identified in point B.. 6

Process of measurement and monitoring. 8

Introduction

This report is based on the Tesco Company which is the leading food retailer in the UK as well as being a British firm. It is one of the top British retailers, coming in third place behind Carrefour in France and Wal-Mart in the United States. It offers about 4,000 culinary items for sale. Tesco originally focused on the retailing of foodstuffs, but it has prolonged its product line to include notebooks, health and attractiveness products, kitchenware, apparel, home theatre systems, electronic items and so on .

Therefore, this report is based on the development of a new app named as Club card app. This app is about purchasing and selling the goods and services such as grocery items and also providing digital vouchers which can be used by any customer. This report also includes the creation of customer persona as well as the customer journey, objectives which are connected to some digital touch points, and recommends how to enhance the customer Market in the UK.

2. Description:

A. Creation of New Customer Persona:

Conduct in-depth audience research:

A customer persona includes the thorough profile of a member of their target marketplace. This personality is made up, but it is based on detailed research of the existing promoting plan of Tesco Company. The existing customers of Tesco Company are those who enjoy the diversity and are interested in deals and sales yet are also on a budget (Gopalia, (2012),p2(1)). Therefore, it globally does business through new applications such as Tesco Club card where it collects and usages of their data.

Developing profiles of the ideal customers :

This report is based on the Tesco Company which develop and updated the new app i.e. The Clubcard App. It makes grocery shopping faster and more comfortable than ever, both online and in-person. Shop from up to 60,000 items, including all their favourite brands. In Tesco Company, it helps to create a portrayal of customer persona to develop for each customer of this business (Joseph & Sharaf, (2016),p7(2)).Therefore, the creation of a new customer persona for a key element of Tesco Company and started improving its customer persona at this point with detailed results that helped it better connect to each client .

Recognize the unique objectives and characteristics of customer :

It is one of the important reports to analyse some steps of the user objectives for each type of consumer and perhaps the most important factors that may have an impact on their decision to buy from them. Tesco made sure they addressed the subsequent statements while determining the user’s needs for a consumer persona.

What’s really preventing them the most from testing out their product?
What interaction strategy will work effectively with this buyer?

It’s critical to pay attention to the terminology being used by many to characterize a customer’s present issue. Knowing how they think will enable the company to create copy that reads like reading abilities (Tavassoli, (2011),p6(1)).

List the potential customer locations:

Tesco launched high-quality materials that were well appreciated on Research gate, cultural products as they found a great place on Boomerang, and a built from bootstrapped Tesco company. They also found eager consumers on Ask Men or Facebook where they are indeed the best clients likely to discover these brands in this new app. The information based on the new app creates the Designing, marketing campaigns, writing effective guest blog content, and cooperating with other companies that might serve the same audience are all made much easier with this kind of knowledge.

B. Customer Journey:

With the help of the content Matrix, Marketing and business leaders frequently refer to the customer journey when creating strategies and roadmaps since it refers to all of the contacts that customers have with a Tesco company. Highlighting the digital touch point, they made a customer journey for a new customer persona because each customer is in an Inimitable stage. The creation of matrix is:

Target the intended audience:

The main aim of the presentation is to influence a target audience and prompt action. To guarantee your content remains relevant, just like with many other marketing techniques, it’s crucial to concentrate on their target audience ((Palmer, (2005),p9(2)). In Tesco Company, the target market is based on demographics, behavior, and so on.

Consider each phase of the client process:

New strategies are needed for the different phases of a customer lifecycle i.e.

Awareness level:

The majority of potential consumers begin at the awareness stage when a user has an issue or need and searches for a solution. They are providing an offer through websites or ads. Customers are currently mostly looking for informational articles on services that could help them solve their problems. In the new app, they are alerted about the terms and conditions after buying and purchasing some products .

Level of consideration

Buyers compare Tesco company offerings with those of its rivals during the consideration stage. Organizations are trying engagement rates by using blog material, accomplishments, email courting programmers, and webinar or event reservations. Therefore, they are offering new features and benefits of using a new app (Kall, (2021),p6(3)).

The decision-making stage :

As they consistently gather and nurture leads, the very first phases place a great burden on brand managers. An introduction to an existing client who can serve as a reference promotes peer interaction outside of the sales cycle.

Level of Retention :

At this level, customer retention is more cost-effective. Consumers are likely to come and spread awareness about an organization’s high-quality services and goods through the app when it can improve productivity and efficiency, improving employee satisfaction by knowing touch points such as through Facebook posts they are updating the existing customers.

Phase of engagement:

Consumer trust can result in word-of-mouth advertising, which can draw in prospective clients for a business. Many people base their buying decision on peer-to-peer positive stories and research papers. The main touch point of this new app is that it reduces the service cost by 10 to 15 percent (Koetz, (2018),p9(4)).

RACE model and objectives related to digital touchpoints identified in point B

RACE model can be described as a framework related to the strategic planning of digital marketing tools and plans. This involves 4 stages and different stages related to the consumer focus on building the relationships that help in increasing the loyalty of the consumer. The full form of the RACE model is Reach, Act, Convert and Engage. There stages related to the race model are as follows:

Reach: This stage consists of aiming and generating the exposure related to the brand whether it is online or offline. This helps in the measurement of the traffic that is generated on the website which helps in higher returns related to the investment.

Act: This stands for the interaction and helps in the generation of the business leads that certainly offer the value and the perspective and encouragement for starting the relationship. The trust that is gained in the relationship of the consumer only then the company can promote the product for future perspective.

Convert: This stage consists of when the leads are turned into the consumers that start paying for the product and eventually the business grows. It is a very efficient way for assessing future potential consumers and for marketing.

Engage: This involves having good and long-term relationships with the consumers. This consists of engaging the consumers with the help of marketing techniques and offering discounts and various offers. It consists of improving and measuring the experience of the consumer and it involves positive mentions of the brand.

Objectives related to digital touchpoints identified in point B

For raising awareness of the app, there are certain things and objectives that can be done as follows:

The awareness level of the app must be high and every member of the consumer persona can be done with the help of social media marketing and other sources of marketing.

Educating the consumers about the app and how Clubcard is better than other e-shopping apps.

For increasing the profit margin of the company.

As per the data reaching the consumers is very essential in the given circumstances for the development of the app (Chalikias & Skordoulis, 2014).

The act stage helps in concluding the journey related to the development of the app and digital marketing for influencing the behavior of the consumer.

The main goals of the digital touchpoints can be concluded as building the trust of the consumers and influencing their minds and helping the consumers to become regular consumers.

Exploring distinct methods for helping organization for maintaining the relationship with the consumers.

Process of measurement and monitoring

Measurement of the performance and objective and the process can be described as the evaluating the aspects related to the care processes, systems of the programs. It is a collected data that shows the working processes that consist of using the information for imperative decision of the company that helps in the analysing, evaluating and monitoring that certainly provides with the decision makers that helps in evaluating the situation report which shows the concern of the performance and different processes. It is a very imperative process. Measurement and monitoring of different data and results of social media marketing and views of the social media marketing that helps in evaluating what is needed to be done in the future and financial decision of the company. It basically consists of the accomplishment of goals that can be discussed in terms of distinct social media platforms and social media sites that shows the expansion of reaching towards the maximum number of the consumers that helps in increasing the number of subscription and database. It provides best returns for the investment and then helps in investment of producing sites that have certain results and helps in producing best returns. This consists of the observation checking the issues and solving it for the company’s growth. The feedback in consideration of the app can be delivered on the app that helps in improving and upgrading the app on the basis of result producing sites.

The model can be measured and monitored by the implementation of certain parameters that can be written as Value, quality as well as volume.

– Monitoring of the act can be done by identification of the following:

With the help of determination of per page views.

Determination with the help of per visit value of the goal.

Lead conversion on the basis of percentage.

Leads number (Smith, 2020).

– Reaching the measurement and monitoring with the help of identification of:

Product searches measured in percentage of the consumers that visit the app.

Per visit generation of the revenue.

Bounce rate of the consumer.

Unique visitors that are generated on the page as well as saw the particular post on social media.

– Engaging the loyalty and advocacy that can be evaluated as follows:

Brand mentions number

Sales value existing percentage

Consumer conversion rate percentage.

Active consumer percentage.

– Conversion of profit and sales that can be evaluated as follows:

With the help of monitoring average value of the order.

With the help of sales value monitoring

Percentage sales conversion.

Conclusion

The report overall concludes the concept of digital marketing in relation to the unique app that is selected named as “Clubcard”. A customer persona includes the thorough profile of a member of their target marketplace. This personality is made up, but it is based on detailed research of the existing promoting plan of Tesco Company. Tesco launched high-quality materials that were well appreciated on Research gate, cultural products as they found a great place on Boomerang, and a built from bootstrapped Tesco company. The majority of potential consumers begin at the awareness stage when a user has an issue or need and searches for a solution. Measurement of the performance and objective and the process can be described as the evaluating the aspects related to the care processes, systems of the programs.

References

Chalikias, M., & Skordoulis, M. (2014). Implementation of Richardson’s arms race model. Applied Mathematical Sciences, 8(81), 4013-4023. https://d1wqtxts1xzle7.cloudfront.net/62112141/Implementation_of_Richardsons_Arms_Race_Model20200216-79583-1x94x7v-with-cover-page-v2.pdf?Expires=1660655397&Signature=aIPS~eVLfdcCYTa6eAQCcrs1TDhzyvPhwgAdQ4pDKaoXefkwGeqLO-tADlhQnzJjv5672PMze2spdqVXnshtRLr~igdUfGPFEUi7uF9xpQ7Wbo1PfEtbJ4R2YxOPpjPVTqGTN94gbppsJcDiKyRDTy7MjJ4VQlvx-Wgnqxcy9DGS8ZgnAGb7zeFA3yHZVI8M5BO9yLZIy~Ew0MuvjM~l55qSEAZ02CFN1zJIDcWRPWh-DuLJ9nnwo6kCb7GiKx8RkA022-fqvpDSsWe0lsF-E7hhb1O5qzNP0fP22i8ZK9EzG8oFeyNkcj5ekfOnFouloeVgQDrjWbHQyGu9J-kWWw__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA

Gopalia, A. (2012). Effectiveness of online recruitment and selection process: a case of Tesco. World Applied Sciences Journal, 20(8), 1152-1158. Available at , http://www.pbr.co.in/2011/2011_month/Jan_March/0002.pdf

(2016). Building target corporation’s customer loyalty programme through Tesco’s club-card scheme. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 5(12), 61-69. Available at , https://indianjournals.com/ijor.aspx?target=ijor:tajmmr&volume=5&issue=12&article=006

Joseph, A. M., & Sharaf,366

Kall, J. (2021). Brand Metrics: Measuring Brand Efficacy Along the Customer Journey. Routledge. Available at , https://www.taylorfrancis.com/books/mono/10.4324/9781003167235/brand-metrics-jacek-kall

Koetz, C. (2018). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy. Available at , https://www.emerald.com/insight/content/doi/10.1108/JBS-09-2017-0139/full/html

Palmer, M. (2005). Retail multinational learning: a case study of Tesco. International journal of retail & distribution management. Available at , https://www.emerald.com/insight/content/doi/10.1108/09590550510577110/full/html?fullSc=1&fullSc=1&mbSc=1&fullSc=1&fullSc=1

Smith, R. P. (2020). The influence of the Richardson arms race model. Lewis Fry Richardson: His Intellectual Legacy and Influence in the Social Sciences, 27, 25-34. https://library.oapen.org/bitstream/handle/20.500.12657/22943/1007218.pdf?sequence=1#page=32

Tavassoli, N. (2011). So you think you know your customers?. International Commerce Review, 10(1), 56-69. Available at , https://link.springer.com/article/10.1007/s12146-011-0067-y

Individual Academic Report

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