Issues Faced by Woolworths PDF

RUNNING HEAD: ISSUES FACED BY WOOLWORTHS
MARKETING
DIGITAL BUSINESS

ISSUES FACED BY WOOLWORTHS 1
Contents
Social media ineptitude..............................................................................................................2
Solution......................................................................................................................................2
Content marketing..................................................................................................................2
Storytelling.............................................................................................................................3
Collective intelligence............................................................................................................3
Sales promotion (Rewards and benefits)................................................................................4
Higher availability..................................................................................................................4
Implementation Plan...............................................................................................................4
Control....................................................................................................................................5
Brand reputation.........................................................................................................................5
Solution......................................................................................................................................6
Relationship marketing...........................................................................................................6
Regular monitoring.................................................................................................................6
Collect feedback.....................................................................................................................6
Word of Mouth.......................................................................................................................7
Engage with influencers.........................................................................................................7
Personalization.......................................................................................................................7
Implementation Plan...............................................................................................................7
Controlling..............................................................................................................................9
Bibliography.............................................................................................................................10

ISSUES FACED BY WOOLWORTHS 2
Social media ineptitude
Woolworths is facing an issue based on insufficient and unengaging social media interaction
with the customers. Therefore, customers show a low level of desire to interact with the
brand.
Solution
With the passing years, social media acts as a strong tool to connect with customers. It allows
the organization to attain quality information about its customer need, preferences and
interest in the market. Developing social media profiles alone does not attract customers but
the organization has to opt for effective strategies to retain existing and attract new
customers. Woolworths should undertake multiple measures to engage its customers on social
media platforms. It should develop the application of multiple marketing approaches and
theory to attract its customers and raise their engagement.
Content marketing
It should avail the use of content marketing to attract customers on social media platforms
like Facebook and Instagram as they are among the top used websites. Content marketing
refers to the creation of online material (video and blogs) to stimulate interest among the
customers towards the product or service (Ahmad et al., 2016). This strategy should be
available by Woolworths on Facebook because it has a high number of users in Australia.
Figure 1: Top used social media networks in Australia

ISSUES FACED BY WOOLWORTHS 3
Source: (Hughes, 2019)
Woolworths should develop the use of engaging videos on this platform. It should lay a high
focus on connecting Australians emotionally with the brand. In this form of video, it should
depict the supply chain process of the supermarket brand. Woolworths must not decrease its
product price as it will lower down its profitability and product quality. It should be honest
and transparent to its customers about product quality. It should state that it offers higher
quality product and therefore, its products cost higher. It will motivate the customers to opt
for Woolworths products as higher quality is superior to the low price of the product.
However, the supermarket should lay control that it develops ‘valuable’ and ‘relevant’
content for its target market (Odden, 2012).
Storytelling
Storytelling refers to sharing and interpreting the experiences of individuals. It is modern and
engaging marketing techniques and it is highly used by the brand. This marketing strategy
has the power to drive customer attention and enables the company to increase the value of
the product. Adopting its usage will allow the supermarket brand to connect better to its
customers. The supermarket brand should allow the customers to post their emotional,
interesting and positive experiences on its social media profile (Lundqvist et al., 2013). It
will generate customer's interest in the brand and it increases customer engagement towards
the brand. It is an economical approach and it will yield fine results for the supermarket
brand. Additionally, it is considered the most trustworthy and genuine by the customers. This