University of Bradford Week 7 Interpreting Trends of Human Behaviors Paper

  

Description

Hi,Please review my work and create a customer journey map and 2 graphs with short explanations over” positive feedback” and “ interactive graph analysis” below I’ve attached 2 photos over the topics. My coursework it is and a sample coursework to follow a comparing between two companies Boeing and Airbus.

UNIVERSITY OF BRADFORD
Understanding
Consumers
Consumer Insights
Contents
In-Depth Interviews …………………………………………………………………………………………………. 4
Sample…………………………………………………………………………………………………………………… 4
Ethics…………………………………………………………………………………………………………………….. 4
Analysis and findings ………………………………………………………………………………………………. 4
Insights and Impact …………………………………………………………………………………………………. 5
Social media …………………………………………………………………………………………………………….. 6
Sample…………………………………………………………………………………………………………………… 6
Ethics…………………………………………………………………………………………………………………….. 6
Analysis and findings ………………………………………………………………………………………………. 6
Figure 1.1 – Positive Feedback Graph ………………………………………………………………… 7
Figure 1.2 – Interactivity Graph Analytics …………………………………………………………. 7
Figure 1.3 – Negative Feedback Graph Analytics ……………………………………………….. 8
Insights and Impact …………………………………………………………………………………………………. 8
Customer Journey Mapping …………………………………………………………………………………….. 9
Sample…………………………………………………………………………………………………………………… 9
Ethics…………………………………………………………………………………………………………………….. 9
Observation 1 ………………………………………………………………………………………………….. 10
Observation 2 ………………………………………………………………………………………………….. 10
Analysis and findings …………………………………………………………………………………………….. 12
Insights and Impacts ……………………………………………………………………………………………… 12
Task 4 ……………………………………………………………………………………………………………………. 14
Conclusion ………………………………………………………………………………………………………………. 16
Bibliography ……………………………………………………………………………………………………………. 17
Appendix ……………………………………………………………………………………………………………….. 19
Outline Topics for Focus Groups …………………………………………………………………………….. 19
Discussion Guide ………………………………………………………………………………………………….. 20
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Introduction
Consumer insights can be defined as ‘an interpretation of trends in human behaviours which
aim to increase the effectiveness of a product or service’ (Evans, Jamal and Foxall, 2009: 10).
Laughlin (2015) describes how organisations can use consumer insights to create strategic
techniques for the purpose of enhancing business productivity, sales growth, revenue and
ultimately brand awareness. Consumer insights are an effective way for an organisation to
understand what consumers appreciate about the brand’s service, and also have the
capability to alter consumer’s behaviour for mutual benefit. These insights can be used to
understand whether consumers are truly satisfied with a brands overall performance
(Laughlin, 2015)
This literature will focus on a fashion brand named Boohoo, using consumer insight
techniques such as in-depth interviews, social media platforms and customer journey
mapping in order to develop consumer insights. Boohoo, a UK based online fashion retailer
aimed at 16-30 year olds, was established in 2006 by fashion designers Mahmoud Kamani
and Carol Kane, turning over a huge £580 million pounds in 2018 (Boohoo UK, 2019).
Boohoo’s exponential growth of 428% since joining the stock market provides motivation
for choosing them as a brand to look at. As it’s such a huge, successful brand it would be
interesting to analyse the satisfaction of their customers.
The overall aim of this study is:
To use market research and specific consumer insight techniques to understand why, how
and what influences consumer behaviour towards purchasing products and services within
the brand Boohoo.
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In-Depth Interviews
Wilson (2018) explains how qualitative research such as in-depth interviews can be utilised
to gain a fundamental understanding of the attitudes and reasons as to why consumers
behave the way they do. Batra and Kazmi (2008) describe how face-to-face interviews are
the most effective method to research consumer behaviour as companies can gain direct
feedback from their customers, which will provide authentic data and non-quantifiable
insights into consumers behaviour, motivations and attitudes’ (Wilson, 2018).
This literature will use in depth face to face interviews to meet the objective:
‘To analyse the extent to which Boohoo’s products create consumer loyalty and brand
awareness, by interviewing students using focus group interviews.’
Sample
The population of interest was current University students on which research was
undertaken through focus group interviews. As Boohoo’s target market are females aged
between 16-30, a suitable audience to conduct interviews on was female university students
as they fall within this age bracket, making them the ideal target group (Boohoo UK, 2019).
The focus groups consisted of three groups of five individuals that currently study within the
University of Bradford. An email was sent out to 50 students asking whether they would be
able to participate in the research. Out of the 50 individuals that were approached, 17 of
them agreed to participate (Appendix 1.1). 15 individuals were then randomly chosen to
keep the research unbiased, hence increasing validity. At a few stages in the interviews,
individuals lacked detail therefore probing and prompting style questions such as ‘why?’ and
‘how?’ were asked in order to get individuals to further elaborate.
Ethics
Ethical practices were undertaken when conducting the research by giving full anonymity to
all participants. The names of the individuals were removed from the final data review,
ensuring full discretion. Moreover, the participants voluntarily chose to join the focus
groups and were informed of their ability to withdraw at any time, giving them freedom to
express themselves in the interviews. Participants also give their informed consent by
signing a declaration agreement (Appendix 1.1).
Analysis and findings
Rajagopal (2018) describes how understanding consumer behaviour can be a vital means for
companies to establish how they can excel in a competitive market whilst producing greater
revenue. Rajagopal explains how companies can gain a useful advantage by strategically
implementing techniques to understand consumer behaviour (2018).
The findings of the research study conducted (Appendix 1.2) outlined that the majority of
university students shop at Boohoo because of Boohoo’s affordability and ‘latest fashion for
all’ approach. Individuals explained how they appreciated the sales as they were attracted
towards reduced clothing due to their low spending budgets. They believed Boohoo was a
convenient brand to shop at as they could simply place their order from the comfort of their
homes, fitting in with their busy student lifestyle. Few individuals explained how Boohoo
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was the go-to brand for many their age as girls tended to care more about their appearance
and how others perceived them when around the ages of 16-30.
All groups displayed positive feedback regarding overall customer satisfaction, which
compromised of an intuitive website, customer loyalty points and up to date fashion trends.
Individuals enjoyed and appreciated the variety of products that Boohoo had to offer. Most
individuals explained how they would only look for a product or look to purchase if and
when they needed something. Others implied how they were most likely to make a
purchase if they saw an item they liked, regardless of whether they ‘needed’ it.
Individuals felt Boohoo’s customer service area required improvement due to issues
regarding delivery times. As all issues and queries such as deliveries of products and sizing
issues were dealt with via emails, it became a lengthy process for them to get in touch with
the brand regarding their orders. This resulted in customer dissatisfaction, leading to a few
shopping elsewhere. Furthermore, consumers explained how they do occasionally shop with
competitors, but only when they feel the need to physically see and ‘try’ on a product
before purchasing.
Insights and Impact
One insight for Boohoo would be to be more customer centric and implement a customer
service team, in which consumers can pick up the phone and call in to discuss any queries.
This relates to the ‘people’ and ‘process’ stages of the marketing mix meaning the
customers could be in contact with a direct HR team, leaving them with the belief that
Boohoo is a customer friendly company and available to answer any queries thus increasing
their reputation, customer satisfaction and brand loyalty (Kotler, 2009)
As individuals prefer physically ‘trying’ on products, a recommendation to Boohoo would be
to open up their own store and create a ‘place’ for customers to purchase which will assist
Boohoo’s growth and development, increasing their competitiveness, brand image and
market share.
Affordable pricing was essential factor for many satisfied customers suggesting how Boohoo
should continue to operate as a cost friendly company, as it is a fundamental and unique
selling point, which brings in repeat customers and results in brand loyalty. This allows
Boohoo to further attract and maintain customers, adding to their current success.
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Social media
As Margetts et al (2015) explains, social media platforms allow the formation and exchange
of consumer generated content, becoming one of the most useful, significant tools for
marketers due to their ability to allow customers to freely express themselves, through
reviews and feedback. Social media insights, when done correctly, can give brands a strong
competitive advantage through spotting the impending market interferences before
competitors do (McKinsey, 2014)
Sample
The target audience for this research study was various customers on Boohoo’s Instagram
page, of different ages, spread across different regions on a global scale. The research study
explored a variety of customer feedbacks/‘comments’ on three Instagram posts in
particular. The interactivity was analysed through the number of likes, positive and negative
feedback which provided insights as to how customers felt, and why they felt that way.
This information helped to achieve the following objective:
To determine the impact of social media marketing interactions on customer satisfaction.
The study reached its aims through analysing Instagram, the second most globally used
platform, consisting of around 1 billion users (Law, 2019). Billions of users are posting their
‘buys’ and commenting what they think and feel about brands every day, permitting brands
like Boohoo to access consumer insights on an enormous scale, allowing them to analyse
high volumes of online discussions almost instantly (Asur et al. 2010).
The research method used was qualitative data analysed through social media listening and
observational research. The study analysed 200 reviews on 3 social media posts to ascertain
data from consumers in order to understand and analyse their feedbacks. As this data was a
large amount and consisted of various responses, sentiment analysis was used to categorise
the data, so it could be understood how people think and feel about Boohoo as a brand.
Ethics
As Instagram is a public platform no declaration or consent forms were needed as all data
collected was for public use. The only information kept for the purpose of analysis were the
comments shared on social media platforms. All names and locations were excluded from
this study.
Analysis and findings
The findings showed that majority of customers were happy with the quality and fashion
trends of Boohoo, shown by consistently following new product releases that Boohoo
‘posted.’ Boohoo was the ‘go to brand’ by a large majority and customers seemed to show
loyalty through their repeat purchases and by recommending friends or family via ‘tagging’
them onto posts they found attractive.
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Figure 1.1 – Positive Feedback Graph
The data analysed what customers were saying about Boohoo and how they felt towards
the brand, with one review stating, ‘this is beautiful’, and a few stating how they ‘cannot
wait’ to wear particular items. The choice of ‘emojis’ left on Boohoo’s posts showed how
happy customers were feeling regarding the new product releases. One noticeable factor
was how customer interaction was higher when a post consisted of a celebrity or public
figure dressed in Boohoo’s items. These posts of celebrities modelling the brands clothes
tended to receive more likes and attract consumers, making them want to buy the item
simply due to the fact a celebrity was promoting Boohoo.
Figure 1.2 – Interactivity Graph Analytics
Customers also left comments on the posts regarding the customer service aspect of
Boohoo, with a few consumers emphasising their disappointment and disinterest due to
their deliveries not arriving on time. ’Comments’ such as these conveyed customer’s
disappointments and frustration, suggesting ‘Boohoo should have a customer phone
contact’ to deal with any queries and issues. The sizing of Boohoo’s clothing seemed to be a
common issue, which was said by several customers online, who also explained how a
customer service contact number would resolve similar issues.
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Figure 1.3 – Negative Feedback Graph Analytics
Insights and Impact
As the research showed a strong correlation between customer interaction and celebrity
posts, a recommendation for Boohoo would be to continue using social media influencers to
promote their products, expanding and reaching out to more, increasing exposure and
hence sales and revenue. This type of influencer marketing is also effective in increasing
brand awareness, allowing Boohoo to develop their brand through the trust and loyalty the
influencers have built with Boohoo’s followers, giving them the ability to ‘influence’ their
followers to purchase Boohoo’s products.
Feedback regarding delivery was similar to task 1 which suggests Boohoo should invest and
develop their customer care ensuring Boohoo’s delivery service is in fact, a reliable one. As
Boohoo does not have a direct customer service number it is difficult for customers to
interact with them whilst messages and emails are left unanswered. Boohoo could
introduce a different way of contact such as a customer service point or find a way to
interact which will resolve customer’s queries sooner, showing them that they matter. As
timeliness is a factor that shapes consumption-related behaviour, this will naturally lead to
improved customer satisfaction and better ‘value’ for customers, ensuring customer loyalty.
As consumer feedback suggested, most of the candidates were facing issues with sizing
options resulting in customer frustration. Boohoo could improve their customer satisfaction
by unifying their sizes to fit with the global size scales. This will then reduce the customer
dissatisfaction rate whilst also eliminating other brands providing a competitive advantage
over the brands which still solely remain online.
A recommendation to Boohoo would be to consider customer care more seriously which
would result in improved customer relationships and retained customers. If these customers
then shared their positive experiences online, explaining how Boohoo solved their problem
efficiently, it would help Boohoo generate social proof of their efficient services. This will
draw in more traffic to Boohoo as the good customer reviews will build trust in the buyer
improving the credibility of what Boohoo has to offer (Jurisic and Azevedo, 2010).
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Customer Journey Mapping
Customer journey mapping is simply a visual representation of all the stages a customer
goes through in order to achieve a goal. Throughout the process, a series of feelings and
emotions are established whilst engaging with a company Micheaux, A. and Bosio, B. (2018).
To be an effective strategic management tool, companies need to focus on significant
customer insight-driven inputs and external buy-ins of that period, as customers and
systems are constantly changing over time. This will then allow a company to look deeper
into customer-company interactions, using action to lead and ensure actual improvements
(Michael Solomon, 2019).
The observation theory is critical when conducting journey maps as consumer’s actions are
obtained through directly and indirectly observing them, compiling them into a timeline
(Michael Solomon, 2019). This timeline is then used to create a narrative which is then
abstracted, ultimately leading to a visualisation for the brand. This viewpoint emphasises
how essential it is to send marketers to the ‘gemba’ (precise place of where the product or
service is based), in order to gain the most effective insights (Michael Solomon, 2019). This
concept assists Boohoo in predicting brand success and consumer behaviour through
gaining a better understanding of consumers and their experiences.
Sample
The observation technique used was experiential which relied on a combination of both
observational research and ‘recall and prediction’. As Boohoo is an online retailer, online
behaviour was observed which consisted of 2 of the individuals from the initial 15
interviewees being observed, from their initial want/need to the actual purchase.
Qualitative data collected allowed a better understanding of consumer’s thoughts, feelings
and actions at each step of the customer journey, showing how the map influences
marketing decisions.
Objective
To identify operational inefficiencies throughout the customer journey with the intention of
improving the quality of the customer experience.
Ethics
For ethical reasons, respondents were asked in the email whether they would like to
consent and take part in a research study (Appendix 1.1). Respondents were told how the
observation would consist of them being observed for research reasons, but the individual’s
names remained anonymous.
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Observation 1
Respondent 1 accessed Boohoo’s website
and immediately crossed off all pop-ups. The
80% off banner attracted her attention as
soon as she arrived on the homepage,
expressing interest in the reduced prices
which was shown through her expressions
and comments such as ‘wow.’ The page was
then refined so the items started from the
lowest prices, and again refined to size 10.
Having to click each item to zoom in and
take a closer look seem to frustrate her, as
she seemed to want to purchase a good deal
and then leave the site. Most of the items
she seemed to be interested in were all out
of stock, her expressions suggesting
frustration and disappointment. After
scrolling for around ten minutes and
selecting three items, she made her way to
the payment option explaining how she was
‘done.’ As she reached the option, she
became aware of the £3.99 delivery charge
which resulted in her searching for a free
delivery option. Upon realising free delivery
wasn’t an option, she decided not to make
the purchase. When asked why she decided
on this, she explained how the delivery price
put her off, and how the items in her basket
were not ones she really needed, therefore
was not willing to pay a delivery charge.
Observation 2
Respondent 2 entered the site and went into
the ‘dresses’ category explaining how she
needed a dress for an upcoming party. She
refined the search category to the colour
black and size 8, realising that not many
items came up she seemed frustrated
through sighing, then added a few more
colour options. Whilst looking through a few
styles, she went back to the search options
and began to select all options apart from
mini dresses. Here, she expressed how this
‘took unnecessary time’ and as she wanted
to see all styles of dresses apart from mini
ones, but it was long to do so. After scrolling
for a further ten minutes, she decided to add
three different styles into her basket and
continue onto the payment option. Before
purchasing she then came across an item in
which she exclaimed, ‘I’ve been waiting for
this to come back in stock!” – Respondent 2
then called her friend expressing her
excitement which led to the friend being
tempted to purchase the dress also. She
then paid for the items and checked out.
Upon being asked why she purchased the
three instead of the one item she required,
she responded how the prices were too
good to resist, and how she even dismissed
the delivery charge as she enabled free
delivery because of her few purchases.
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Customer Journey Map
Of Boohoo
Long-Term
Relationship
Customer Decision
(Customer opts to
buy or not buy
products)
Engagement
Customer Engaging
with Brand
(Customers viewing
products to purchase)
Initial Contact
First Customer
Interaction (Access
Boohoo’s Website)
Friends were
told about offers
Items no in
stock
Customer
Considers
Customer Brand
awareness
Promotional
Banner
Awareness
Customer
needs an
outfit for an
occasion
Customer has
heard about a
sale through
friends
Refining was
time consuming
Interest
Customer
Purchases
The promotional
banner running across
the page caught the
customers eye
The realisation of a
need sparked interest
Purchase
The page was refined
to suit the items that
respondent 1 would
consider
Respondent 2’s
attempt at refining the
page to items she
wanted was difficult
Pre-service
customer experience
– email solicitation/
social media
influencers posts.
Analysis and findings
Touchpoints
Wow Points
Prices too
good to resist
Item back in
stock
Consideration
Delivery
charge
Once all the customer
touchpoints are identified,
managers can then develop
strategic categories
Brand gains loyalty
from customer
Retention
Respondent 1 decided not
to purchase as the item
wanted was not there and
the delivery charge put
her off the items she was
considering.
Respondent 2
purchased items she
Post Service
didn’t even
need,posting a
Customers
simplybecause
of the
picture
of a
purchased item, o
pricing
returning to the
website.
Loyalty
Respondent 1
was put off by
her experience
which could
possibly lead to
her shopping
elsewhere
Respondent 2
was impressed
by the pricing
and showed off
her purchases
to her friends,
posting
pictures whilst
tagging
Though pictures,
Booohthoeor customers
are made aware
Some wow points gathered from this observation include how the
discount banners on the front page were attractive and eye11
Fail Points
Differences between
Respondents
catching, immediately catching customer’s attention. The ability to
refine their search allows customers to swiftly filter through
thousands of products, easily finding their personal preference,
saving them time. The discounted prices resulted in multiple
purchases being made rather than just the one, which meant
regardless of a need, customers are tempted when they see heavily
reduced prices.
Even though the ability to refine searches was beneficial, it was
frustrating for one respondent to click each box individually in order
to leave one out. This proved to be quite time-consuming for them,
putting them off searching further. The fact many items were not in
stock led to disappointment as well as the end delivery charge if
MOQ was not met. If the item was not really a ‘need’ customers
would not be willing to pay an additional delivery charge.
Respondent 1 seemed to know what they wanted but expressed
disappointment in the website due to items being out of stock, and
the end delivery charge which seemed off-putting, stopping her
from making the final purchase as she were not willing to pay an
extra charge for an item that was not a ‘first choice’ item.
Respondent 2 seemed more open minded, going back to further
search once items were out of stock. As the prices seemed
affordable to her, she continues to go through page by page and
took her time until she found what she thought were ‘bargains’, the
few purchases she made meant she did not have to pay for delivery.
Respondent 2’s journey seemed to be more non-linear as the
recommendation from the friend seemed to push her to purchasing
the product, in comparison to Respondent 1 who admitted she
checks reviews.
Insights and Impacts
The consumer value framework (CVF) according to Babin and Harris (2015) explores
consumer behaviour theory in further detail, and how behaviours such as, relationship
quality, hedonic values, and consumption process determine the purchase of products.
One insight gained from the observations was that Boohoo have an intuitive and interactive
website which entices customers. Both respondents were keen on using refined search
filters which made their shopping experience easier. Therefore, Boohoo should continue to
explore methods in maintaining and bettering their website, as this results in customer
satisfaction, commitment and loyalty. Babin and Harris’s theory within the consumer value
framework (2015) explains how when relationships are strong between customers and
organisations, customers are highly receptive allowing the band to develop newer products
(Babin and Harris, 2015). From this it can be understood that maintaining an intuitive
website can increase customer commitment which will assist Boohoo in sales of new and
upcoming products.
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Boohoo having a set delivery charge for items caused discontent within customers that were
purchasing multiple products. A recommendation for Boohoo would be to develop cheaper
methods of delivery which would attract customers and increase market share. The
additional delivery charge may even prevent customers from making purchases they don’t
need, simply because the total is an amount that they are not willing to spend. This is
further supported by hedonic values within consumer value frameworks, which explains
how immediate gratification is an experience which customers enjoy and appreciate,
bringing Boohoo repeat custom over different periods of time (Babin and Harris, 2015).
From the observations, it was found how items were sometimes quite regularly out of stock,
meaning lost sales and revenue for the brand. As some customers are not signed up to
Boohoo and their subscription list, customers will be unaware of when an item is back in
stock which will lead to them shopping elsewhere. This consumption process of consumer
value framework can be used to assess this insight as it decides what is needed whilst
considering a reaction to consumption (Babin and Harris, 2015). Using this insight Boohoo
can develop a ‘reminder to customers’ system where customers opt in for and receive
notifications via text to make them aware of when a particular product will be back in stock.
This will prove to be beneficial for Boohoo and can be done through marketing strategies as
it will show customers how items are simply out of stock due to high demands, meaning
customers don’t need to wait around and will be informed.
These insights can have a positive impact on the brand as it involves understanding what
motivates a customer to buy of Boohoo and gives an appreciation to develop marketing
strategies on how to attract customers and increase customer satisfaction.
Task 4
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Good afternoon all, today I will be giving a short
presentation which will aim to explore consumer
insight in the fashion industry and the key drivers
that the company can use to promote success and
growth. Boohoo is an online fashion empire which
was founded in 2006 by Mahmud Kamani and Carol
Kane. It is now one of the biggest competitors for
cut-price clothing, supplying to retailers such as
Topshop and Primark. My learning objective for the
task is: To analyse consumer insights within the
fashion industry for the creation of marketing
Task 1 – Offering regular coupons for higher
priced/valued items may push them to spend in
those periods.
Task 2 Celebrities/Influencer Marketing – With
influencer marketing, you can generate brand
awareness amongst new segments through
influencers follower bases as they have developed a
level of trust and loyalty with their followers.
Online Clothing – This suggests high levels of
customer satisfaction which leads to increased
revenue and therefore increased profits.
Eye Tracking allows natural movement and is
unobtrusive, it also reveals subconscious behaviour.
However, it can be affected by contact lenses, glasses
and pupil colour.
Facial action coding is an accurate way of measuring
facial expressions, however it is not universal.
Some individuals are expressive, and some are
impassive.
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At the end – For example: if a particular area of
Boohoos website is appealing to customers, in
future they can evaluate why customers were
attracted to this and continue to market this way.
Recent studies illustrated significant evidential
support for the intuitive hypothesis that ‘we look
at what we like’ and ‘we like what we look at’
(Maughan et al., 2007).
Boost ad conversions by testing and
optimizing its placement where it’s
most likely to get the attention from
potential customers.
With this technology, you can literally
quantify how well your customers
connect with your brand.
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Conclusion
From Task 1, research suggests how individuals shop for affordability as well as key trends,
commending Boohoo for keeping up with the latest fashion. Even though customer service
is not the best, consumers explained how majority of the time they are satisfied with their
purchases hence there is no need for consulting with customer service. Celebrity
promotions prove to drastically add to the success of Boohoo which could be down to the
fact that Boohoo’s target age group is 16-30, and at that age individuals tend to especially
follow and ‘look up to’ celebrities. The findings of observation and customer journey
mapping suggest how Boohoo’s pre-service experience such as advertisements and emails
attract customers, through the eye-catching colours and methods used. Therefore, it can be
concluded how Boohoo is doing well in attracting customers however needs to work on
their ability to retain them which depends on the extent to which they are satisfied. A
customer service number will solve many of the issues found in this research study as all
queries can immediately be answered, saving customers time and effort and increasing their
satisfaction, which, as explained by Dutka (1995) promises an increase of revenues and
decrease in operating costs for businesses.
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Appendix
Outline Topics for Focus Groups
I would like to thank you for taking time out and agreeing to participate in this market
research for BOOHOO.
The aim of this research is to gain insight on whether customers shopping at BOOHOO were
overall satisfied with their service and what additional improvements can be made from
BOOHOO to enhance customer satisfaction and experience.
You will be in a group of five, and asked six questions relating to customer experience at
BOOHOO. All responses are seen to be right with no one answer being wrong. Moreover all
information provided is strictly confidential and WILL NOT be shared with anyone other than
those directly involved in assessing the research, such as university lecturers.
All your answers and opinions will be held securely on a password protected computer, with
all data being destroyed once this research assignment has been assessed.
You can be assured that no reference will be made in the report to any comment you make
that would identify you. If you wish to withdraw from the study at any time, you are free to
do so.
Thank you for your support.
Please confirm your willingness to take part in the study below:
I have read the confidentiality statement and am happy to take part in this survey:
Yes No
First Name:
Surname:
Signature:
19
Discussion Guide
Questions:
Group 1
Group 2
Group 3
What is the reason
you shop at Boohoo?
Majority of Group 1
members explained
that the price range
of the company’s
products was the
reason why they
shopped at Boohoo,
in particular one
individual stated that
‘the prices of the
products were very
reasonable for the
latest fashion
trends.’
The second group
pointed out how the
prices were very
competitive with
individuals stating
that ‘the latest
trends were the
reason why they
shopped.’
The range of
products to choose
from was greater
than other brands, as
another individual
emphasised,
‘Boohoo provided
more choices which
were affordable’,
making them the goto brand to shop at.
How often do you
shop at Boohoo?
Group 1 explained
how they only tend
to shop when they
see something that
either catches their
eye or seems
attractive to them,
whereas a few
others suggested
they only purchase
Group 2 held similar
views as group 1 and
said they only
purchase as and
when they need and
on occasions,
however some group
members suggested
that they’re only
seasonal shoppers
Group 3 discussed
that price and
fashion trends were
an important factor
for them to purchase
products at Boohoo,
they emphasised
that the
fundamental reason
behind them
purchasing products
from them was
convenience.
They could purchase
the latest clothes
from the comfort of
their own home.
A couple individuals
discussed and
agreed that the
reason why they
shop at boohoo is
because the live a
very busy lifestyle
whilst studying at
university, therefore
purchasing products
online was a lot
easier than them
spending times in
retail stores, as they
didn’t usually have
the time to take out
and visit stores.
Group 3 stated that
they tend to
frequently purchase
off Boohoo as they
have consistent
discounts, being
university students.
Therefore, even
though they tend to
have a low spending
20
on occasions and
when necessary,
such as parties or
events.
How easy or difficult
was it to complete
your purchase at
Boohoo?
and purchase
products based on
seasons.
budget, they
appreciate the
discount, and was
too far good of an
opportunity to stop
them from buying
products they liked,
regardless of how
regular it was.
Group 2 gave a
The whole of group 3
similar response,
were in agreement
they couldn’t fault
that purchasing
the service of
products from
purchasing products, Boohoo was very
describing how this is easy and second to
the factor that
none, ‘leaving them
makes Boohoo a
miles ahead of their
reliable brand.
competitors.’
Group 1 explained
how it was very easy
as the process to
purchase was
actually very simple.
Did the product you
Group 1 described
purchased meet your their experience as
expectations?
excellent, saying how
‘every single product
they have ever
purchased has met
their expectations
and above.’
Group 2 held mixed
responses, which
showed good
consumer
satisfaction. Some
individuals stated
how some products
did not meet their
expectations,
which was due to
different quality of
material compared
to pictures on the
website, or the
fitting of sizes were
not what they
thought they would
be, however this
happened on rare
occasions. The
consumers also
understood that as it
was online, not every
product is the same
so the overall
satisfaction was
good.
21
Group 3 had a very
positive response to
this question and all
members were
extremely delighted
with their purchases,
and general
customer service
provided by Boohoo.
They felt Boohoo
were the number
one company to go
to and purchase any
fashionable items
and will always be
loyal customers to
Boohoo.
Would you
recommend the
services of Boohoo
to friends or family?
Group 1 said they
would strongly
recommend this
service, as they could
see no faults in the
reliability of the
brand.
Group 2 said they
would recommend
this service to all
friends and family,
but specifically
emphasise this brand
to younger adults as
it really meets their
needs and
expectations.
Do you identify
yourself as a loyal
customer to
Boohoo?
Group 1 agreed
they’re loyal,
however sometimes
have the urge to
shop at other retail
brands depending on
what items from
other brands catch
their eye. However,
their preference
would be Boohoo.
Were you able to
locate products,
services and
information on the
website with ease?
Group 1 all agreed
how easy it is to
purchase products
on Boohoo’s
website, they
believed the filter
system such as
putting prices ‘low to
high’ helped them to
browse and make
decisions on items
that were within
their budget.
Group 2 agreed how
they would not
classify themselves
as loyal members
due to their
tendencies to
sometimes shop
elsewhere. One
individual stated that
they like to physically
‘try on’ a product
before purchasing
therefore this
couldn’t be classed
as something a loyal
customer would do.
Group 2 commended
boohoo for their
intuitive website and
ease of use, in
particular
emphasising how
Boohoo
recommended
products that were
similar to the items
and style they had
already viewed or
purchased.
What would you
Group 1 suggested
Group 2 would like
22
The discussion of
group 3 outlined that
they would and
already do
recommend
Boohoo’s products
and services to their
friends and family,
regularly purchasing
gifts for them
already.
Group 3 had no
doubt that they were
loyal, describing how
Boohoo is the first
brand that comes to
mind when they are
in need of any
product.
Group 3 held the
most positive
response, praising
Boohoo for keeping
customers up-todate with the latest
fashion trends by
placing
them on the front
page which meant
customers could
easily find the latest
fashion and styles.
Group 3 found it
recommend for
Boohoo to add to
their products
and services?
how Boohoo could
possibly expand their
clothes ranges and
keep levels stocked
up more regularly.
to be informed of
new products that
arrive, so they could
purchase on a ‘first
come first serve’
basis and not miss
out on new arrivals.
Group 1 suggested
Group 2 strongly
that Boohoo’s
liked the diversity
affordable prices was and variety of
what they liked
Boohoo’s products,
most. As being
with one individual
students, this was
stating how they
the most important
were always ‘spoilt
factor for them.
for choice.’
difficult to fault
boohoo, and could
not add any further
recommendations as
they felt like Boohoo
had covered all their
basic needs.
What did you like
Group 3 emphasised
best about shopping
how they
at Boohoo?
appreciated how
Boohoo were always
up-to-date with the
hottest fashion
trends, consistently
and constantly
delivering ‘the
latest.’
How could Boohoo
Group 1 feel like
Group 2 all came to
Group 3 were very
have made your
delivery times can be the agreement that
impressed with
experience better for improved, as
even though Boohoo Boohoo as a brand
you?
sometimes there
met customers
and service, however
were short delays
needs, they felt like
they suggested that
during busy periods. the way for Boohoo
they would
One individual
to tackle most
appreciate better
explained how they
customer satisfaction discounts for the
paid for next day
issues would be to
money they spend
delivery and both the provide a more
online.
items they
interactive customer
purchased came
base/department.
three days later.’
Therefore, the
They all agreed how simplest of issues
the best way to
that are sometimes
prevent this from
faced, such as sizing
happening was for
or late delivery could
Boohoo to provide a be solved
tracking system
immediately.
which tells
customers exactly
when their parcel
will arrive.
23
Evidence:
24
25
26
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31
32
10:28 7
< Back Week 7 - Sample coursework 01 10 Customer Journey Map of Boshoe Initial Contact First Customer Interaction (Access Booboo's Website) Engagement Customer Engaging with Brand (Customers viewing products to purchase) Long-Term Relationship Customer Decision (Customer opts to buy or not buy products) Customer Brand awareness Customer Considers Customer Purchases Brand gains loyalty from customer Awareness Interest Consideration Purchase Ketention Loyalty Customer The promotional hanner running across the page caught the customers eye utfit for an The page was refined to suit the items that respondent I would consider Respondent I decided not to purchase as the nem wanted was not there and the delivery charge put her of the items she was considering Respondent was put off by her experience which could possibly lead to her shopping where Customer has heard about a sale through IPHẦN The realisation of a need parked interest itexpondent attempt at refining the page to the wanted was difficult Respondent 2 purch dica | simply Respondent 2 was impressed by the pricing and showed off her purchases to her friends posting Once all the ci outpuiera ilaited. manage can then deci Analysis and findings Touchpoints Wow Points Some wow points gathered from this observation include how the discount banners on the front page were attractive and eye- 11 catching, immediately catching customer's attention. The ability to refine their search allows customers to swiftly filter through thousands of products, easily finding their personal preference, saving them time. The discounted prices resulted in multiple purchases being made rather than just the one, which meant regardless of a need, customers are tempted when they see heavily reduced prices Even though the ability to refine searches was beneficial, it was frustrating for one respondent to click each box individually in order Patron Thom offranchina furth quite time-consuming for them, Fail Points large amount and consisted of various responses, sentiment analysis was used to categorise the data, so it could be understood how people think and feel about Boohoo as a brand. Ethics As Instagram is a public platform no declaration or consent forms were needed as all data collected was for public use. The only information kept for the purpose of analysis were the shared on social media platforms. All names and locations were excluded from 7 of 32 Allarysis and findings The findings showed that majority of customers were happy with the quality and fashion trends of Boohoo, shown by consistently following new product releases that Boohoo 'posted.' Boohoo was the 'go to brand' by a large majority and customers seemed to show loyalty through their repeat purchases and by recommending friends or family via 'tagging them onto posts they found attractive. Positive Feedback - BooHoo Instagram Post Post Post: Positive Figure 1.1. Positive Feedback Graph The data analysed what customers were saying about Boohoo and how they felt towards the brand, with one review stating, 'this is beautiful, and a few stating how they cannot wait to wear particular items. The choice of 'emojis' left on Boohoo's posts showed how happy customers were feeling regarding the new product releases. One noticeable factor was how customer interaction was higher when a post consisted of a celebrity or public figure dressed in Boohoo's items. These posts of celebrities modelling the brands clothes tended to receive more likes and attract consumers, making them want to buy the item simply due to the fact a celebrity was promoting Boohoo. Likes/Interactivity - BooHoo Instagram Post Post Post: 5.000 30.000 20.000 25.000 Figure 1.2 - Interactivity Graph Analytics Customers also left comments on the posts regarding the customer service aspect of Boohoo, with a few consumers emphasising their disappointment and disinterest due to their deliveries not arriving on time. 'Comments such as these conveyed customer's disappointments and frustration, suggesting 'Boohoo should have a customer phone contact to deal with any queries and issues. The sizing of Boohoo's clothing seemed to be a common issue, which was said by several customers online, who also explained how a customer service contact number would resolve similar issues. 7 Purchase answer to see full attachment