Customer Relations With Brands Essay

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Customer Relationships

For this study we take the example of Tesco PLC and study its website to get an understanding of the type of efforts that the retailer makes to create customer relationship.

In this assignment we would study the website of Tesco groceries - http://www.tesco.com/groceries.

As is evident from the website the primary aim of the company is to target those customers who are looking for low cost yet good quality of products. The number of offer that the company is offering in the website is testimony of the fact. Secondly, the company wants to appeal to the customers by providing them several facilities to increase the ease of shopping. For example the delivery saver scheme where the company would provide delivery of grocery products to the designated address for just 3 pounds or unlimited delivery of grocery for 25 pounds a month or savings in delivery charges t the weekends or mid weeks are schemes that are intended to increase the ease of shopping (Tesco.com, 2015).

However, recently the company has taken measures to appeal to both rich and not so rich customers. Using the Clubcard data, the retail card of company, Tesco has designed its website to personalize the display of items according to the classification of the customer. While up-market customers would be tempted with displays of, for example, smoked salmon and an array of sumptuous fine food, value promotions of Tesco would be the prime focus of the company for hard-up shoppers (Mail Online, 2012).

The primary attempt by Tesco groceries to build customer loyalty is through services.

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The customers are allowed to maintain their personal account on the company website for online purchase where customers can track their purchase history, update information on the Clubcard and avail direct customer grievance services. Customers are also able to track their order online through the personalized web account (Tesco.com, 2015).

The most important program however for gaining customer loyalty is through the introduction of the Clubcard which can be used by customers to gain further discounts and services. The customers are allotted points and the points can be used for other services and products that are offered by Tesco Plc. The program was recently augmented by the introduction of Clubcard boost that gave additional benefits to the customers of Tesco that can be availed at places outside to obtain discounts for fun and frolic, eating out, travelling, etc. This is an ongoing program of the company and it has been able to create a pool of loyal customers through this program. The customers can look into and manage the credits and avail the discounts of the card online through the personal accounts on the company website as already discussed (Tesco.com, 2015).

While the company has taken several interesting measures to create customer loyalty, it is advised that Tesco should conduct more direct interactions with the customers so that better and more informal relationships are developed. Further, better redress of customer complaints is another aspect that Tesco can strive….....

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