Evaluation of Customer Experience at Primark Oxford Circus - London

This report evaluates the role of customer experience in attracting and retaining sales at Primark Oxford Circus, London. It identifies issues faced by Primark in providing positive customer experience and provides recommendations for improving it. The report includes a literature review on the role of customer experience in increasing consumer retention, barriers in providing exceptional customer experience, and methods of providing exceptional customer experience. The research methodology includes qualitative and quantitative methods, and primary and secondary data sources. The report concludes with recommendations for Primark to improve its customer experience.

Inquiry based
learning
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Contents
Contents...........................................................................................................................................2
TTITLE: An evaluation into the study of customer experience at Primark Oxford Circus –
London.............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Research Aim:..................................................................................................................................3
Research Objectives.........................................................................................................................3
Research Questions..........................................................................................................................3
Literature Review...................................................................................................................4
Role of consumer experience in increasing consumer retention............................................4
Barriers in providing exceptional consumer experience........................................................4
Methods of providing exceptional consumer experience.......................................................4
Research Methodology...........................................................................................................5
Results and Discussion...........................................................................................................7
RECCOMENDATIONS................................................................................................................11
CONCUSION................................................................................................................................12
REFRENCES.................................................................................................................................13
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TTITLE: An evaluation into the study of customer experience at Primark
Oxford Circus – London.
INTRODUCTION
Building a positive consumer experience is an important part of attracting and retaining
consumers. In the current digital age as consumers have gained more power because many
alternatives available in the market and the ability of consumers to communicate their negative
views about specific business firms. This has increased the importance of creating positive
consumer experience as attracting and retaining consumers in the highly competitive
environment is difficult task. Primark is Irish fas fashion retailer with headquarters in Dublin
Ireland. This research focuses on the Primark outlet located in Oxford circus, London. This
research includes discussion on the concept of consumer experience in relation to Primark. The
rationale for completing this research is that it helps understand the role of consumer experience
in generating profitability at retail store which can be used to understand specifics of positive
consumer experience in the retail sector.
Research Aim:
The aim of the research is “ To understand the role on cponsumer experience in attracting
and retaining sales at Primark, Oxford Circus, London.”
Research Objectives
 To understand the concept of consumer experience.
 To identify issues faced by Primark, Oxford Circus, London in providing positive
consumer experience.
 To develop stratgies for iproving consumer epxerience at Primark, Oxford Circus,
London.
Research Questions
 What is the concept of consumer experience?
 What are the issues faced by Primark, Oxford Circus, London in providing positive
consumer experience?
 What are some strategies for improving consumer experience at Primark, Oxford Circus,
London?
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Literature Review
Role of consumer experience in increasing consumer retention
As per the views of Oom (2020) Developing positive consumer experience provides
many benefits to business firms, increase in consumer loyalty is one of them. Positive consumer
experience and consumer loyalty are related to each other. One of the most effective ways of
increasing consumer retention is increasing consumer experience is providing each individual
consumer exceptional consumer experience. Consumer prefer brands with better experience even
if they are comparatively expensive than brands who do not invest in developing quality
consumer experience (The benefits of improving customer experience in your business, 2020).
Barriers in providing exceptional consumer experience
According to the views of Maden (2021) one of the main challenges faced by business
firms in the digital age is to manage different channels and offer seamless Omni-channel
experience. This can be huge challenge for business firms in the current digitized firms which
has resulted in creation of various channels through which business firms can interact with
consumers. Consumers often suffer because of mismanagement of different channels and if
particular channel does not work effectively as others. Another barrier to delivering positive
consumer experience is finding right balance of personalization (How to Overcome the 4 Biggest
Customer Experience Challenges in Ecommerce, 2021). Effective personalization is complicated
as it involves offering the right product or service at right time. Personalization helps increase
revenue of business firms but aggressive personalization can lead to consumer felling that their
privacy has been invaded. Elimination of this challenge is necessary as it helps find the right
personalization balance for each consumer and enhance consumer experience.
Methods of providing exceptional consumer experience
According to McDonald (2021) One of the best ways to develop an effective consumer
experience management strategies is to understand the consumer by gaining deep insight about
each individual consumer from their past purchase history and digital presence. In addition to
this developing a clear vision about the consumer experience of the company needs to be is also
an essential part of delivering exceptional consumer experience (7 WAYS TO CREATE A GREAT
CUSTOMER EXPERIENCE STRATEGY, 2021). In addition to this capturing consumer feedback
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in real time is also a useful method of improving consumer experience. This helps consumer feel
valued and quick response to consumer issues increases consumer satisfaction.
Research Methodology
Qualitative Methodology
This type of research methodology focuses on gathering data through conversational
communication and open conversation. Retention of rich meaning, gaining an understanding of
how the concept is experienced by individuals and interpreting information are the main
elements of qualitative research methodology (Alvesson and Sköldberg, 2017). Understanding
reasons and motivations related to specific concept and phenomenon and uncovering current
trends in though and opinion are the central part of this methodology. Non-statistical data is used
under this methodology and descriptive data is collected which is than interpreted to extract rich
meaning. Focus groups, individual depth interviews and group discussions are part of the
qualitative research methodology. There is no scope of generalization in case of qualitative
research because rich information is collected about small groups which provides deeper insight
about specific group. The main advantage of qualitative research methodology is that it provides
insights that are particular to an industry. In addition to this, another advantage of qualitative
methodology is that it incorporates human experience and is always an opnen0ended process.
The key disadvantage associated with qualitative methodology is that it relies on the experience
of the researcher which means that the research findings gained from qualitative research
methodology is subjective and can be affected by personal bias of the researcher. A telephonic
interview is conducted with the store manager of Primark, Oxford circus, London for qualitiative
research methodology.
Quantitative methodology
This research methodology is focused more on statistical and numeral data. This research
methodology involves systematized investigation into specific phenomenon through election of
quantifiable data and performing statistical, mathematical or computational techniques (Beach
and McConnel, 2019). In this methodology data is gathered from various sources by using
sampling methods and sending out online surveys, online polls, questionnaires which can also be
depicted numerically. The numerical data gained from various sources is used to reach objective
research findings. Quantitative research is objective , elaborate and investigative which provides
results which are logical statistical and unbiased. The main advantage of using quantitative
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research methodology is that information can be gathered in more quick manner if quantitative
research methodology is adopted. In addition to this usage of quantitative research leads to
higher reliability of research because numerical data is used in the research which is not affected
by personal bias of the researcher (Gioia, 2021). The key disadvantage of using quantitative
research methodology is that it has limited to gaining concrete statistical data which can lead to
avoidance of larger themes and relationship which do not fit numerical nature of the research.
Questionnaire survey for sample size of (N=50) for the employees at Primark, Oxford Circus,
London was completed for the present research.
Primary Data
This type of data is collected from first hand sources and is collected in real time. The
process of collecting primary data requires high involvement of the researcher. This type of data
always specific in nature and helps the researcher find particular information related to the
research. This depicts the importance of primary data for researcher as it provides accurate and to
the point information about the specific research. Primary data can be collected through surveys,
online polls and interviews. Usage of primary data in a research is important as it provides up to
that information directly from the source. The main advantage of using primary data is that it
provides authentic and latest information on various topics and is specific in nature. The primary
disadvantage of using primary data is that collection of primary data can be difficult. This is
because construction of clear questionnaires which can be easily understood by respondents is a
difficult task. In case of this research primary data is collected from sources provided below:
 Observations
 Telephonic Interview: Survey Questionnaire
Secondary Data
This is referred to as data collected by other people and is not generated by the researcher
directly. This type of data can be collected without much financial investment quickly as it is
readily available and is collected by others. Some of the main sources of collecting secondary
data include government public libraries, internet sources, public service departments and
various other sources (Hill and et. al., 2021). The main advantage of using secondary data is that
it helps making primary data more particular in nature, understand gaps and deficiencies, and
identify what additional information needs to be collected. The main disadvantage of secondary
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data is that it can be outdated and the accuracy of the data cannot be known by the researcher
with surety. The primary secondary data sources used for this research are given below:
 Online sources
 Books
 Journals
Results and Discussion
Questionnaire
Q1) Do you agree that positive consumer experience increases consumer retention?
a) Yes
b) No
Q2) What are the factors which contribute to positive consumer experience?
a) Quick consumer service
b) Easy to use digital channels
c) Personalization
d) Dependability
Q3) What are some consumer experience issues faced by the company?
a ) Lack of trained staff
b) Outdated technology
c) Limited consumer service staff
d) Inability to develop consumer centric mindset
Q4) What are some ways to enhance consumer experience at the company?
a) Digitized consumer service
b) Giving each consumer individual attention
c) Omni-channel business practices
Data analysis
Question 1: Do you agree that positive consumer experience increases consumer retention?
Q1) Do you agree that positive consumer experience increases
consumer retention?
Frequency
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a) Yes 30
b) No 20
Interpretation: From the above graph it is interpreted that out of 50 respondents 30
respondents agree with the statement that positive consumer experience increase consumer
retention while 20 respondents disagree with the statement.
Question 2: What are the factors which contribute to positive consumer experience?
Q2) What are the factors which contribute to positive consumer
experience?
Frequency
a) Quick consumer service 10
b) Easy to use digital channels 20
c) Personalization 15
d) Dependability 5
8
a) Yes b) No
0
5
10
15
20
25
30
35
30
20
Column B

Interpretation: From the above graph it is determined that out of 30 respondents 10 have
states that quick consumer service contributes to positive consumer experience while according
to 20 respondents digital channels which can be easily used by consumers play an important role
in improving consumer experience. 15 respondents have states that personalization is key factor
in contributing to better consumer experience while according to 5 respondents dependability is
that main factopr which helps enhance consumer experience.
Question 3: What are some consumer experience issues faced by the company?
Q3) What are some consumer experience issues faced by the company? Frequency
a ) Lack of trained staff 16
b) Outdated technology 18
c) Limited consumer service staff 10
d) Inability to develop consumer centric mindset 6
9
a) Quick consumer service
b) Easy to use digital channels
c) Personalization
d) Dependability
0
5
10
15
20
25
10
20
15
5
Column C

Interpretation: From the above graph it is interpreted than out of 50 respondents 16 state
that lack of trained staff is the main issue leading to negative consumer experience while
according to 18 respondents usage of outdates technology is the main factor which has created
negative consumer experience issues at Primark. As per 10 respondents limited number of
consumer service staff available at the company results in negative consumer experience.
According to 6 respondents inability to develop consumer centric mindset is the reason behind
negative consumer experience at Primark.
Question 4: What are some ways to enhance consumer experience at the company ?
Q4) What are some ways to enhance consumer experience at the
company ?
Frequency
a) Digitized consumer service 12
b) Giving each consumer individual attention 30
c) Omni-channel business practices 8
10
0
4
8
12
16
20 16 18
10
6
Column D

Interpretation: From the above graph it is determined that out of 50 respondents
according to 10 digitization of consumer service is the best way to enhance consumer service at
the company. 30 participants have states that giving each consumer individual attention is the
best way of improving consumer experience while according to 8 consumers adoption of Omni-
channel business practices will help enhance consumer experience at the organization.
RECCOMENDATIONS
 Primark needs to develop Omni-channel presence and ensure that consumers gain seamless
experience from every channel. This is justified recommendation for Primark as consumers
can reach the retailer from various physical and digital channels. Providing seamless
experience will help the company enhance consumer experience.
 It is recommended that Prinalr improves consumer personalization while also ensuring that
it does not result in invasion of privacy of consumers. This is justified recommendation as
consumers will feel that right amount of attention is being given to them and effective
personalization will also increase revenue of the firm.
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a) Digitized consumer service
b) Giving each consumer individual attention
c) Omni-channel business practices
0
5
10
15
20
25
30
35
12
30
8
Column D

CONCUSION
From the above report it is concluded that consumer experience plays an important role
in increasing sales of an organization by attracting and retaining consumer. The survey findings
ave revealed that most of the respondents agree with the statement of positive consumer
experience increasing consumer retention. Apart from this several issues related to consumer
experience include lack of trained staff, inability to develop consumer centric mind set and
limited consumer service at the company and usage of outdated technology. The best ways
which can help enhance consumer experience include giving each consumer individual attention
and digitizing consumer service.
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REFRENCES
Books and Journals
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Beach, P. and McConnel, J., 2019. Eye tracking methodology for studying teacher learning: A
review of the research. International Journal of Research & Method in
Education, 42(5). pp.485-501.
Gioia, D., 2021. A systematic methodology for doing qualitative research. The Journal of
Applied Behavioral Science, 57(1). pp.20-29.
Hill and et. al., 2021. Endogeneity: A review and agenda for the methodology-practice divide
affecting micro and macro research. Journal of Management, 47(1). pp.105-143.
Online
7 WAYS TO CREATE A GREAT CUSTOMER EXPERIENCE STRATEGY, 2021. [Online]
Available through <https://www.superoffice.com/blog/customer-experience-strategy/>
The benefits of improving customer experience in your business, 2020. [Online] Available
through <https://www.qmatic.com/blog/the-benefits-of-improving-customer-experience-in-your-
business>
How to Overcome the 4 Biggest Customer Experience Challenges in Ecommerce, 2021. [Online]
Available through <https://decibel.com/blog/the-4-biggest-customer-experience-challenges-in-
ecommerce-and-how-to-overcome-them/>
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