Digital Marketing in Retail Industry Example – Zara
This digital marketing case study presents a digital marketing company example. The digital marketing retail example presented in this article is Zara. This digital marketing case study retail example provides an answer to an essay prompt and touches on digital marketing communication theory. Here is the essay prompt to which the essay attempts to answer:
Prompt: Choose one company from the retail industry and critically analyse how they use Digital Marketing to engage with their customers. Using appropriate theory recommend how they can improve their online engagement in the future. – Digital marketing in retail industry example – Zara Digital Marketing.
The case study begins with a digital marketing company example essay introduction, then proceeds to introduce customer engagement. The essay then shifts to discuss one model of communication theory before focusing on digital marketing at Zara. Here is the essay.
Digital Marketing Zara Case Study/Report
Introduction
Zara is an international fashion company that produces and markets different kinds of apparel. The company, whose headquarters is in Arteixo, Spain, was established in 1975. It is a subsidiary of Inditex, a company that engages in the design, manufacture, and marketing of fashion products. Today, Zara is known to be one of the world’s largest fashion and apparel retailers (Roll, 2019). The company has a presence in at least 90 countries in different parts of the world and owns close to 2,238 stores in these countries (Hanbury (2018). The company retails a wide variety of products including shoes, bags, perfumes, and clothes. Most of these products are made by different suppliers and are then transferred to the headquarters of Zara for branding (Hanbury, 2018). Given that it has customers spread across the globe, the company needs to find ways of interacting with its clients to understand their needs and views regarding its products and services. In this regard, the company exploits digital marketing to communicate with current and potential customers and to maintain a strong brand name. This report discusses how Zara applies digital marketing to engage with its current and potential customers.
Customer Engagement
In today’s highly competitive business environment, the importance of customer engagement cannot be overstated. Retailers must hence change their approach to marketing from linear (involving one-way communication) to one that involves two-way mutual dialogue and the sharing of benefits between the organisation and the consumer (Fuxman et al., 2014; Karimova 2011). This implies that communication and engagement between the company and the consumer should flow freely and should be more non-linear. Such communication and engagement should be one-on-one, one-to-many, or both depending on the situation. Rihan (2017) notes that in the current world, consumers are more and more getting online to research products, find deals and promotions, and compare prices before making their purchasing decisions. Given this reality, it is only wise for firms to have an online presence and to engage in online marketing which, compared to traditional marketing, is often cheaper …
Without engaging in vigorous marketing and consumer engagement, no doubt Zara would not be the strong brand that it is today. Zara engages in several digital marketing activities as part of its market communication endeavours. The company owns a multisite website (www.zara.com) which play an important role in giving it the continuous web presence that it needs while giving customers and consumers in different geographical locations the opportunity to brows the products that the company has on offer (Appendix 1). Appreciating the importance of being consumer-centric (Bringham 2011), the company’s website is designed taking into consideration the target consumers’ language, location, and cultural preferences…
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Contents of this article:
- Introduction
- Customer Engagement
- Berlo’s Model of Communication
- Digital Marketing
- Digital Marketing at Zara
- Recommendations
- References
- Appendices
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