Individually select a retail company that does not have an e-Commerce site. Critically evaluate the benefits of integrating an e-Commerce site into the omnichannel marketing strategy of this organization by analyzing the behavior of current customers and advantages that an e-Commerce site can provide to them and a new possibility for attracting new customers via digital channels, including proposing a strategy for e-Commerce customers’ acquisition.

Objectives:

The objective of this assignment is to help the student develop critical thinking skills in implementing an omnichannel marketing strategy and integrating the e-Commerce site into an existing online platform to attract customers through the digital channel. In addition, the objective is also to help the student develop his or her mind to propose a relevant and appropriate e-Commerce customer acquisition strategy.

Guidelines:

·         Arial Size 11

·         APA referencing

·         1000 words

Allocation of Marks:

·         Introduction – 5%

·         Evaluation and identification of key issues faced by the retail company – 20%

·         Market Analysis of the retail company – 20%

·         Customer Acquisition strategies/recommendations – 50%

·         Conclusion – 5%

·         Total Marks – 100%

Description: Each student individually prepares a set of recommendations to the owners of the e-Commerce site analyzed in groups where he/she should recommend:

1) Improvements in

●       customer journey,

●      automation strategies,

●      gamification initiatives,

●      personalization,

●      customization, etc.;

2) Actions needed to be associated with changing trends and technology.

3) Design of a new e-Commerce loyalty program and customer retention strategy for the company.

Objectives:

Students are doing the project for them to be able to implement e-Commerce customer loyalty and retention strategies to an existing company in line with emerging trends and technology in the industry.

Guidelines:

·         Arial, 11

·         Referencing: APA

·         2000 words

Allocation of Marks:     

●      Give an executive summary – 5%

●      Situational and market analysis of the business – 20%  

The challenges

The competition

The market positioning, etc. 
    

●      Improvement recommendations – 40%

-       Customer journey

-       Automation strategies

-       e-Commerce gamification strategies

-       e-Commerce personalization strategies

●      Actions needed to be associated with changing trends and technology – 15%           

●      Design of a new e-Commerce loyalty programme and customer retention strategy for the company – 20%

Total Marks – 100%