libertys essay

8/12/2019 Libertys essay

http://slidepdf.com/reader/full/libertys-essay 1/33



Sophie Kennedy Fashion Communication and PromotionYear 2Nottingham Trent University

FASH20032

Total Word count 3966



RETAILEXPERIENCE

&LOYALTY



T e Brief

Critical Path

Introduction

What are Liberty’s doing?

SWOT Analysis

Consumer Pro le Consumer Pro le

T e Big Idea

T e App

How the App Work

Bene ts

Marketing Strategy

Event

T e Consumer Journey

T e 5 C’s of Marketing

Conclusion

References

Methodology

Appendix

5

6

7

9

10

11 & 12

13 & 14

15 & 16

17

18

19

21 & 22

23

24

25

27 & 28

29 & 30

31 & 32

C O N T E N T S



5

To create a retail idea for Liberty’s London that engages theconsumer before, during and af er purchase. To create a platform which will increase loyalty and will specically look at how tointegrate a scheme with smartphones. My interpretation of the brief was to create a fresh experience for the Liberty’s customer usingemerging smart technology. I have created a report, which includes aconsumer prole, the big idea and a plausible loyalty scheme. T

H E B R I E F



Situated on Regents Street, Liberty’s has been at the heart ofthe London lifestyle since 1875. Remaining as an emporiumfor eclectic and innovative designs. Liberty’s rich heritageand its choice of avant-garde products is one of London’s goto shops for the sophisticated and savvy consumer. In thistechnology driven era there is a strong emphasis on improvingcustomer’s in-store shopping experience. Liberty’s constantlycollaborates with fashion forward brands in order to keep theircustomers interested, have recently introduced some specialist

products unique to the store collaborating with brands such asNike and Vivienne Westwood.T eir experienced employeesand quirky interiors although attractive are being challengedby the online shopping world resulting in higher demand forunique store experiences. Survival in the current economicclimate alongside the competitive retail environment demandsthat stores have to focus on engaging their customers ona more innovative level. Consumers are now sharing theirexperiences online through social networks, which have adirect in uence on their decision-making and the brandsimage. Understanding consumer behavior is a key factorto consider when implementing a new marketing strategyand according to Michael Levy in the journal of retailing‘customer experience includes every point of contact at whichthe customer interacts with the business, product, or service’(Levy, 2009). In this report I will examine how the Liberty’s instore experience can be improved and how the loyalty schemecan be modernized to suit the ‘connected’ consumer. ‘T e paceof change is accelerating faster than we anticipated a year ago’-

Blake Nordstrom, President of Nordstrom (Nordstrom, 2014)T is fact is an important consideration, I will focus on a newtechnology Apple brought out in 2013 called the iBeacon, which will hopefully drive sales and create an exciting shoppingenvironment for customers. I will also suggest a proposal for asmartphone application, which will integrate a loyalty schemegiving customers a highly tailored and seamless experience.

7

I N T R O

D U C T I O N



9

W H A T A R E T H E Y D O I N G

N O W

T e current loyalty scheme that Liberty’s uses to entice theircustomers is their reward card which they can purchase in storeand online.T eir current website is easy to navigate and they havea great online presence with their magazine, blog and Liberty’s TV.T e website allows the consumer to purchase the majority of goodsonline as well as being able to sign up to their loyalty card schemethrough entering some basic information.T e rewards scheme workson the basis that every £1 the customer spends they receive one point back. Depending on how much the customer spends they canreceive vouchers back to spend in store or online. However BryantHarland a technology analyst believes that “Due to the large number

of retailer loyalty programs now available, the eff

ectiveness of anyone program is no longer based solely on off ering good rewards’.In order for Liberty’s loyalty scheme to become more eff ective andattract a diff erent type of member they will need to place moreof an emphasis on the customer experience and personalization.T is according to Harland (Harland, 2013) will enable ‘customersto engage with their loyalty programs through means other thanmaking purchases.’



10

STRENGTHS

Liberty’s has a rich history and an excellent range of products witha strong customer base. Employees are trained to know and under-stand the products they are selling and off er excellent service pro- viding, Liberty’s with great personal relations.T e store remainsfamous and is still known as the go to place for high end products.

WEAKNESSES

T eir current loyalty scheme does not necessarily interact with theconsumer before and af er purchasing. It is only during a sale thatcustomers potentially could be interested to receive alerts about promotions, which isn’t by email.T e current loyalty card also doesnot allow the customer to be in control of their reward points asthey have to check in store and cannot see their previous purchases.High-end competitors such as Selfridges and Harrods are starting touse technology in store and Liberty’s have to be aware of the drive tothe technological experience to stay competitive.

OPPORTUNITIESLiberty’s denitely has room to improve their loyalty scheme, asconsumers today are demanding unique in store experiences.T eycould modernize their current scheme whilst keeping their currentmembers engaged using new platforms of technology. Using newtechnology in store may allow Liberty’s to interact with a new typeof consumer that they have not been able to reach before.

THREATS

Liberty’s will always have high-end competitors and will be in directcompetition with their loyalty schemes and the promotions thatthey off er their consumers. If they introduce new scheme in storethey need to be sure they get the right balance to keep their currentconsumers without making the experience difficult or aestheticallyunpleasing.

S W O T A N

A L Y S I S



11

C O N S U M

E R P R O F I L E



12

Name

Age

Occupation

What technology do you use ona daily basis?

How many personal apps do youhave on your phone or tablet?

Do you use apps for shopping?

Do you sign up to any loyalty schemes?

What are your hobbies?

Brands you purchase from?

What particular items do youbuy the most of?

Supermarket

Magazines/ Newspapers

Holiday

How do you relax?

Jack

32

Architect in London

My iPhone and Laptop

15

I use the eBay and Tesco apps

Tesco, Starbucks and Nectar cards

Me and my ancé really enjoy holdingdinner parties for friends. I’m also amassive art nerd so I spend quite a lot oftime at exhibitions.

ACNE, A.P.C and comme de garcons

I would say probably T-shirts

Tesco or Sainsbury’s whichever is moreconvenient at the time

GQ, evolo, AnOther

I go to Italy every year and stay in a placea couple of hours from Milan and we areactually going to get married there next year!

I love to cook, so I guess that probablyrelaxes me!

Rachael

30

I work with Damien Hirst as his assistant

My iPhone, Kindle and my iPad

13

Yeah I sometimes use the Zara and Asosapps for shopping

John Lewis,T e Tate, Costa and Boots

Seeing friends, art galleries and vintageshopping

I buy quite a lot of vintage clothes, which

London is great for, but in terms ofbrands I would say Rag & Bone, Zara andEquipment

Dresses – it’s an addiction!

Same as Jack Tesco or Sainsbury’s but ifI’m treating myself Waitrose!

Pop, Dazed & Confused and theGuardian

I’m Irish so I go home quite a lot to seemy family and I also spend time in Italy with Jack.

Having a drink with friends and readinga good book.



13

C O N S U M

E R P R O F I L E



14

Name

Age

Occupation

What technology do you use ona daily basis?

How many personal apps do youhave on your phone or tablet?

Do you use apps for shopping?

Do you sign up to any loyalty schemes?

What are your hobbies?

Brands you purchase from?

What particular items do youbuy the most of?

Supermarket

Magazines/ Newspapers

Holiday

How do you relax?

Olga Lopez

52

Financial director of a London PRagency

To be honest everything! Mostly myiPhone, iPad and laptop. I am constantlyon social media for work

30

Yes I use the ASOS and amazon apps atthe moment

Waitrose, Selfridges, Nectar and Boots.

Sometimes at weekends I go to stay at mycottage in Norwich. I love going out fordinner, the theatre and visiting galleries inmy spare time.

DKNY, Mulberry, Whistles and J Brand.

Probably jumpers, I love buying knitwearand I cannot tell you how many black jumpers I have!

Waitrose or Marks & Spencers

T e Independent andT e Sunday TimesMagazine

Every year I try going somewherediff erent and recently I have just booked

my trip to Hong Kong. Travelling is veryimportant in my life.

With a glass of wine and a goodlm



15

T H E B I G

I D E A

Af er taking into consideration my consumer research the commondenominator between the diff erent customers appeared to be thatthey are all connected through mobile devices and own iPhones andiPads. In order for Liberty’s current loyalty scheme to be improvedand modi ed, new types of technologies will be used to engage thecustomer. Liberty’s must increase their consumer loyalty withouttaking away their current relationship with brands, employees andconsumers.

In order for Liberty’s to engage their customer they have to becomeand in store experience platform that will drive engagement andconversation.T e iBeacon is a new form of technology that extendsthe location services in iOS.T e iBeacon uses Bluetooth low energysignals, which the iOS detects and then can alert phone apps whena customer is leaving or approaching a location. According to eDigi-talSearch ‘Almost half (45%) of UK smartphone owners would be‘very willing’ or ‘somewhat willing’ for retailers to send messages totheir smartphone’ (WGSN, 2014). Whilst it picks up and identiesthe phones whereabouts, it can also estimate your proximity to aniBeacon in a store or at a till point.T is has the potential to revolu-tionize the in store shopping experience. If Liberty’s were to use theapp as you pass through the store, customers could be alerted thatthere is a deal or discount on certain products or items.

If Liberty’s introduced this type of technology they can ‘identifyexactly where in the store customers are located and serve them rel-

evant contextual information’ (Newman, 2014).



16

T H E B I G

I D E A

T e technology of the iBeacon will off er Liberty’s a fresh way toautomate marketing messages while targeting customers with pushnoti cations. According to a retailers guide to the iBeacon ‘T esmartphone becomes an integral part of the in-store experienceinforming and motivating buying decisions when it matters most’

(Newman, 2014). Customers will be able to enter the store and theiBeacon will be able to trigger a push notication with a greeting,off ers and even a video. According to sapientNitro’s insights 2013study, “Retailers that provide people with engaging, digitally-en-hanced experiences can expect in-store sales to increase by as muchas 40%. (Arthur, 2014).T is technology can be embraced if there is‘material value such as greater convenience, service and personali-zation” (Garf, 2014) believes Rob Garf, VP of Industry Strategy &Insight for Demandware, a digital commerce.T e iBeacon will off erLiberty’s costumers a personalised experience, which will hopefullyresult in a repeat visits to the store and the ultimate goal of morecustomers joining their loyalty scheme. Using the device Liberty’scan interact constantly with their consumer by sending the specialoff ers for goods as they walk past.

VIP CUSTOMERS

At the moment Liberty’s do not recongnise the customers who arespending vast amounts of money in the store. By using the app these

customers can be recognized by staff

members. Once a member hasreached a certain target of points they can reach the stage of becom-ing a VIP member.T e VIP scheme will off er them personalised in-centives and promotions on items they maybe interested.T ey willalso receive vouchers for the store every seasonal period to show thatLiberty’s as a store recognizes them as a loyal customer.

Brands such as Kenneth Cole, Timberland and Alex + Ani havebeen some of therst adopters of the iBeacons trialing it in summer2013. When Alex + Ani, a jewelry retailer debuted the system in

their stores 75% of their customers swiped to see the promotion ontheir phone whilst the remaining 35% went to redeem the off er instore according to Swirl. “ (Hughes, 2014).



17

T H

E A P P

I suggest that Liberty’s would set up a new app for the customer, which would focus on the most important aspects of the shoppingexperience, the price, product, promotion and place.T e application would still compliment their current loyalty card scheme.T e aim ofthe new application would be to improve their current scheme andto hopefully engage with more consumers, attracting new members.T e app would have detailed information of all the products in store,stating how each product is made, what colors it comes in, sizes andcare. In order for the app to be successful Liberty’s would have to setup a store loyalty program that would have a database identifying what members usually buy when they shop in store.T is way theiBeacon and can off er a discount that is specically tailored to aloyalty member through their app. Off ering members personalisedbene ts means that they can explore the store whilst having contentthat relates to the products nearest to them and relevant to the

purchase history.T

e iBeacons will change the dynamics betweenretail space and digital media. According to Nic Newman ‘T e vastmajority of smartphones produced in the past 2 years support BLEtechnology, meaning that the critical mass of users that is requiredto make a success of a new technology is already in place’ (Newman,2014) meaning that the app would be a viable solution for themodernisation of the current loyalty scheme.

T e iBeacon will be able to detect whether a customer has beenstanding in front of a particular display for a few minutes and will

alert the sales assistants near by that the customer may requireassistance.T is means that the communication between thecustomer and sales assistant is more efficient and directed.

Using iBeacon technology enables customers to load the Liberty’sapp and scan items that they would like more information about, forexample a handbag, once scanned the app will give the customer arich story of the product containing information with details aboutthe item, price, care and a promotional video. If the customer likedthe product they would be able to add the product to their wish listor share it on their social media.

Customers now are looking for products online and then goingin store to get a physical feel of the item. Using iPad systemsthroughout the store will allow the customer to have personalized welcome as their phone connects to the iPad system through theiBeacon location services. Once the customer interacts with the iPadsystem it will present them with their online wish list. Making thiseasier to explain the item they are looking for to a sales assistant andtelling them whether the product is in or out of stock.



18

H O W T H E A P P W O R K S

T e Liberty’s app means that the customer is in complete controlover how they want to be notied and when. It will also give themthe ability to check their loyalty points at any time rather than justchecking in store. It will also allow the members to see what theyhave previously bought in store, through this database the app cansuggest ‘items they may like’ improving their customer relationship.

T ere will be members of Liberty’s who do not own a smartphone ordo not want to participate with the application. For these consumersit is still possible for them to use their current loyalty’s member’s cardin order to gain reward points. However they will be encouraged atthe launch event to try out the application in store.

Consumers must download the liberty’s application on the appstore through their smartphones.

T e customer will have to give basic information such as name, postcode and email.

Once logged in and registered the consumer has the option whetheror not to receive notications from Liberty’s, which includes in store promotions.

T e application will be provide a digital overview of their pointsbalance. Once the consumer purchases something through Liberty’sthey will be able to see their purchase history and how many pointsthey currently have.

When the customer comes into the store with their iPhones (if the

noti cation alerts are turned on) they will be sent a greeting messagefrom Liberty’s through the in store tracking systems.

T roughout the consumer journey customers will be alerted at various times in the store, i.e when they can receive a particular promotion on certain items, or a product that they may have put ontheir wish list.

T e customer can also scan in any product from Liberty’s in order tond out more information about that particular item.

As the customer moves to the point of sale, their phone will alertthem that they have discounts that they could use or and how manyreward points they currently have.T e customer can present this to thesale assistant who will scan the discount code. Once the item is boughtthe customer will receive and invoice and when leaving the store thecustomer will get a notication thanking them for their purchase andalert them to how many reward points they have received.



19

B E N E F I T S

T e app off ers consumers benets that are missing from the

current loyalty scheme and will give them complete control overtheir spending in store

T e easy accessibly will encourage more people to sign up to theirloyalty reward scheme which will lead to further brand and customerrelationships

T e app off ers a diff erent type of in store experience that allows thecustomer to build an emotional connection with the brand and havea speci c information relationship with employees

Increases mobile engagement and can inuence buying decisionsat the precise times

Enhance the shopping experience

Liberty’s will gain insights into the consumers buying habits

Due to the location services from the iBeacons employees will beable to tell if a customer has been standing in the same place for a while, meaning that employees can react quicker to people that mayneed help with certain items

T e application benets a customer by giving them all thenecessary information that they may require on a product justthrough scanning it

T ey are able to access their point’s rewards balance on the gothrough a mobile application making it convenient and controlled.

Staff are able to view customers previous purchases through theironline history, this would help improve the customer relations and personal relations by giving employees and understanding into whatthat particular customer may be interested in

T e application will also suggest similar products to items theymay have purchased before which will result in higher sales due to product knowledge



18



21

M A R K E T I N G

S T R A T E G Y

In order to market the new in store experience to customers it isessential that the strategy will appeal to every type of consumer,age, sex, occupation or whether they are just visiting the store onholiday. For such an advance technology to be used successfully instore Liberty’s must pay attention to every detail in order to marketthe product positively. Liberty also have an online blog, magazineand TV, these outlets will all be used to promote the experience byfeaturing how to use the app and the benets it has for customers.

EVENTLiberty’s will hold a launch event to promote their new technologyin store. A press release will be sent out to journalists, industry professionals and all the brands that they currently stock.T is will help to create a buzz around the event night and hopefullybe published in magazines and newspapers. Current members ofLiberty’s loyalty scheme will be sent personalized invites explainingthe change to their in store loyalty experience. It will also give theexclusive personalized off ers and promotions. One of the mostimportant problems Liberty’s will face is to engage its customers with this new type of experience. According to Nic Newmanmanaging director of Tigerspike,‘Marketers should consider howthey can compliment and add to a physical space to make it moreenjoyable or stress-free, rather than assume that pushing location-based content will be successful’ (Newman, 2014).T e atmosphereof the event has to be right to ensure that the technology is presentedand thought of as a positive advancement to their current scheme.



22

M A R K E T I N G S T R A T E G Y

VISUAL MERCHANDISING

All of the Liberty’s store windows will be used to promote the newtechnology and display the online features in an artistic manner.T is will hopefully intrigue potential customers to come into the store tosee what this new type of shopping experience is like.T roughoutthe store their will be iPad stations around key areas of the store where customers who do not have a smart phone can access theirloyalty accounts and look up certain products.T e iBeacons will besubtly out of site displayed underneath or behind furniture.T is isso that the store is not overwhelmed be technology and means it canstill keep it’s iconic look.T e store interiors will be kept very muchthe same so that current members are not put off which will help

them to except this new type of experience in a positive way.T e night will be introduced as a stress free environment withchampagne and live music. As the store has a large loyalty member’sdatabase, customers will be invited over a period three days to comeand experience the use of the app with the iBeacons. Liberty’semployees will be at the event showcasing how the iBeacon works with the app on the smartphone. Members of staff will be therein order to answer any enquires the customers may have about theapplication. All of the attendees will be encouraged to download

and use the app on the night and will be given exclusive incentives.T ere will also be cross merchandising with Apple, Liberty’s will hireApple staff for the event to explain the iBeacon to it’s consumers.



23

T H E C O N S U M E R J O U R N E Y

CONSIDER Once the consumer has decided to join theLiberty’s loyalty app they will receive regular promotions andincentives to come and shop instore.T ere will also be posts that will include items that the consumer has looked at online or put intotheir wish list, this might include personalised promotions or anupdate alert on how many reward points they have.

EVALUATE When a customer is in store the iBeacons willtrigger the phone applications sending them personalised messagesto greet them. According to the Search Agency ‘During this stage,consumers are greatly inuenced by digital channels off ering free,accessible, and content rich online research—performed throughsearch engines, blogs, reviews and social media’ (Search Agency,

2014) When the customer is lingering around particular productstheir sales assistants will be alerted.T is creates better personalrelationships, eff ective selling and eliminates confusion and will leadto a stress free environment for the customer.T e application willalso alert the customer to how many items there are in stock and what colours/sizes the product comes in.

PURCHASE When the customer decides to purchase a productthe iBeacon will detect their device when the come to the pay point.T e sales assistant will be shown basic information such as theirname and how many points that the customer has.T ey will also betold if this particular customer can receive any promotions. For thecustomer this can ensure a personal relationship with the employeeand will leave them feeling positive that they are reminded of any promotions. Loyalty points will be added at the point of sale.

ADVOCATE During diff erent seasonal periods Liberty’s willoff er diff erent incentives for customers inside of certain point ranges.T ere will also be short-term off ers available and event nights held

for members where they can receive double points as an incentive.T is reminds the member of rewards of the

BOND Once the customer has downloaded the app will sendthem a leaving message and remind them of how many points theyhave. To ensure engagement with the customer they will receivenoti cations of when new products or when products they beinterested in. A positive experience will ensure brand loyalty andrepeat visits.



24

T H E F I V E C’ S O F M A R K E T I N G

As part of my conclusion I have looked into the 5 C’s of marketingin order to evaluate how successful ‘the big idea’ for Liberty’s loyaltyscheme would be.

CONTENT By creating this application the Liberty’s consumercan accessibly access the loyalty rewards scheme whilst engaging with products through being digitally connected.T e applicationmodernizes the current loyalty scheme Liberty’s have in place.

CONTEXT In order to stand out among its competitorsmaking this application and installing the iBeacons will appeal tothe evolving connected customer.

COMMUNITY Personalised accessibility means that thecustomer can have an emotional connection with the brand andcan eff ectively use the expertise of sales assistants because of a moredirect approach to shopping.T e application allows customersto share their wishlist and their experiences which will increase afurther following to the store and hopefully increase it’s members.

CONTUNITY T e app will become a long-term feature instore and will be constantly featured in the magazine, blog, TVand advertising in store to promote its usage.T eir will be various promotions throughout sales periods to incentivize customers tocome in an use their app.

COHESION When coming to the aesthetics of the apps andloyalty cards there will be a strong similarity in the visuals.T is isto ensure that customers do not get confused and eventually it willbecome a recognizable feature within the store.



T is is a completely diff erent dimension of consumer experienceand it’s essential that Liberty’s London keeps up to date with thelatest use of technology to keep their customers engaged andexcited. Installing iBeacon devices throughout the store has the potential to improve the way that consumers use smartphones andinteracts with the store. Currently the movement of the iBeacon isstill a new concept, meaning that Liberty’s being arst mover would

have the advantage of creating a completely unique and exciting instore experience. According to WGSN ‘the retail trend for 2014’,(Rumsey, 2014) retailers will turn to location-based apps, sof wareand sensing technology which provides condence and theory inthe Liberty’s loyalty app.

25

C O N C L U S I O N



Aria Hughes, WGSN, 13 March 2014 ‘iBeacons: the nextgeneration of geotargeting’ [online] http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Retail_Strategy/Business_Insight/2014/March/ibeacons--the-new-generation-of-

geotargeting.html, Accessed on 12/05/2014

Arthur, Rachael 2014 ‘Marketing in 2014: top 10 trends By, WGSN’[online] http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Marketing/Communication_Strategy/2014/January/marketing-in-2014-top-10-trends.html, Accessed on 13/05/2014

Angela Rumsey 2014, ‘Retail trends 2014: top 10 By, WGSN,’[online] http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Retail_Strategy/Business_Insight/2014/January/retail-trends-2014.html, Accessed on 09/05/2014

Garf, Rob 2014 http://mashable.com/2014/02/05/apple-ibeacon-shop, Accessed on 08/05/2014

eDigitalResearch, 28 April 2014 ‘Almost half of mobile consumershappy to receive location-based retail messages – report’ [online]http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/News/2014/Apr_Stories/Apr_28/News_Story_Apr_28_7.html,

Accessed on 12/05/2014

27

R E F E R E N C E S



Harland, Bryant, 2013 [Online –Mintel] ’Kroger enhance theircustomer loyalty programs with mobile apps’ http://academic.mintel.com/display/701931/?highlight, Accessed on 07/05/2014

Levy, Michael 2009 ‘Journal of retailing’ [online] http://www.sciencedirect.com/science/article/pii/S0022435909000025,Accessed on 07/05/2014

Newman, Nic 2014 ‘Opinion Piece Apple iBeacon technologybrie ng’ [online] 17th January 2014 :http://www.palgrave-journals.com/dddmp/journal/v15/n3/pdf/dddmp20147a.pdf, Accessed on07/05/2014

Nordstrom, Blake April 2014 [online] http://www.slideshare.net/G3Com/a-retailers-guide-to-ibeacon-marketing, Accessed on08/05/2014

T e search agency, 2014 [online] http://www.thesearchagency.com/sites/default/ les/CDJ-onesheet.pdf, Accessed on 10/05/2014

Ulanoff , Lance 02-06-2014 Mashable [Online] http://mashable.com/people/lance-ulanoff , Accessed on 12/05/2014

28

R E F E R E

N C E S



29

M E T H O D O L O G Y

ONE ON ONE INTERVIEW: 2

Purpose: To understand more about consumer loyalty and howcustomers engage with brands

Strengths: Able to create a consumer prole with this informationand speak to potential members one on one

Weaknesses:If I was do this project again I would have interviewedmore people face to face

Outcome:Demonstrated a likeliness among consumers

E ff ectiveness: Enabled me to gain an insight into consumer loyaltyand customer personalities

UESTIONAIRE: 24

Purpose: To understand why customers sign up to loyalty schemesand whether they would be interested in using a loyalty app.

Strengths: T e information given meant I could collate relevant datato support my idea.

Weaknesses: Relatively general answers and they are not always asaccurate as face-to-face interviews.

E ff ectiveness: Helped analyze consumers and their reason for signing

up to loyalty schemes.



30

M E T H O D O L O G Y

IN STORE OBSERVATION: Liberty’s

Purpose: To see the store and observe consumer behavior

Strengths: Gave an insight into how quickly consumers areserved and was able to see how using the iBeacon could improvecustomer service

Weakness: Needed to go in to the store at di ff erent times of theday and information collected wouldn’t be accurate withoutwitnessing busy periods

E ff ectiveness: Gave me a feeling of the store, which helped whenwriting my essay.



Q4: Would you be interested in becoming a memberthrough a smartphone application?

11. ‘Yes, I would because then I can check when how many points Ihave without going into store. It might even make me go shopping’18. ‘Yeah I guess if it’s easy for me to do and I don’t have to make atrip in especially to sign up’20. ‘Yeah then I don’t have to worry about forgetting my loyalty cardand can just have access to it when I need it, saves room in my purse’4. ‘I’m not sure sounds a bit to techno for me’19. ‘Yes if it off ers me discounts!’

Q5: How would you feel about receiving personalised promotions when you are in store through a smartphoneapplication?

6. ‘Yeah I would love it, I always get discounts on things I don’t reallycare about’14. ‘Yeah I think it would make me feel acknowledged by the brandand would probably persuade me to have a look in the store’13. ‘As long as they are not annoying, I hate being bombarded withemails’21. ‘I think it depends how they would personalise the information,I’d have to see it in action’7. ‘Yes, would mean I wouldn’t miss out on a promotion and I couldsave myself some money’

Q6: What is your reason for signing up to a loyalty scheme?

12. ‘I just got persuaded by a sales assistant and seemed like a good

idea’16. ‘T e discounts’20. ‘No real reason I just may as well get points if I’m spendingmoney’21. ‘So I can get money back through rewards and I can treat myself ’19. ‘Points to use in the future’18. ‘Off ers, discounts and points, isn’t that why everyone signs up?’

libertys essay

Documents