Tommy Hilfiger User Segmentation Analysis

This assignment delves into user segmentation strategies employed by Tommy Hilfiger's website, specifically examining the 'registry' segment. It explores how understanding customer behavior and preferences through segmentation helps cater to specific needs, enhance customer satisfaction, and ultimately drive sales. The analysis emphasizes the importance of meeting customer requirements during initial interactions to foster loyalty and positive reviews, contributing to the company's reputation and attracting new customers.

Running head: INTERNET MARKETING
Internet Marketing
Name of Student:
Name of University:
Author’s Note:

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Internet marketing is basically the process of promoting a brand or the products or
services over the internet. The broad scope includes that of email marketing, the electronic
customer relationship management as also the promotional activities.
Answer 1:
The most famous website which corresponds to the greatest positive reaction and highest
amount of customer experience is Amazon. Amazon is not only famous but is actually one of the
largest retailers online. The major reason why people all over the world visit or shop from this
particular website is due to the highest degree of customer experience which they provide. The
customer satisfaction is reached due to the attention to every detail by the company which is
actually the reason why users find it dependable and worth their trust (Klaus 2013).
 The ease of use of the website: The web design of a particular e-commerce organisation
goes a long way in determining the loyalty of the customers. The website of Amazon is
designed in such a way that the customers can shop from any place and this is possible by
just a few clicks. The interested individuals can create a free account and sign up and
start shopping from the comfort from their homes and also from their mobile phones
anywhere on the go. The products which are selected are delivered to the doorstep and
there is a variety of payment options as well. These include cash on delivery, instalment
facilities in case of expensive purchases and also payment by card. This is beneficial
method of shopping compared to the brick and mortar stores where physical presence is
mandatory (Trevinal and Stenger 2014).
 Reliability: The reliability of the website has been cultivated bit by bit so that the
customers have their faith in the website and that faith is successfully controlled. The

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features like easy return policy, the free shipping, free returns help the customers
consider the website to be bankable. Offline stores no doubt are also dependable and
provide good service but in certain cases it is not possible for people to be present
physically.
 Emotions and attitudes governing purchase choices: The feelings of the customers have a
very significant role to play in the online as well as the offline retailing. The attitude of
the customers towards different products is understood by Amazon and thy devise their
systems accordingly. However in case of offline retailing the interaction of the customers
is with the representative of the sales and it is humanly possible for them to alter the
emotion and the attitude of the customers based on their interaction and studied
preferences (Chen, Sain and Guo 2012).
 Physical presence and appearance: The offline retailers and the brick and mortar
shopping destinations have a benefit in the sense that the customers have the chance of
seeing, touching as well and trying out their favourite items of clothing in addition to
feeling their favourite fabric. However the free and easy return policy is responsible for
assisting the customers in returning as well as changing their products if they do not find
anything pertaining to their choice. However this procedure is extremely tedious and the
retail businesses score in this case (Laudon and Traver 2013).
 Connectivity: This is required in case of any organisation or business which is customer
centric. The offline or the online retailers need to work on the opinions of the customers
which they give as reviews in order to better their success rate and increase the customer
count of the organisation (Jusoh and Ling 2012). Offline stores can also access the

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interest or the understanding of the customers based on the questionnaires or review
forms which the customers can be asked to fill after their shopping is over.
 Attractiveness or appeal: The attention of the customers need to be grabbed in order to
achieve sustainability of the business and also frequent offers , discounts and promotions
need to be organised. The businesses allow the customers to buy products at a better price
in comparison to their competitors. The offline stores are also can be honest and
trustworthy and also avoid misinterpretation in order to satisfy the customer expectation.
The offline customer experience is also good (Dai, Forsythe and Kwon 2014).
 Cognitive skills and speed: The response and communication with customers is
extremely important and Amazon always ensures this. Usually a phone call or even an
email fixes the issue. It also is necessary to maintain the customer base which Amazon
does successfully. The customer complaints are also solved fast in order to avoid any
frustrations of the customers.
 Customer expectation: One of the most important facts is the concept of customer
expectation and meeting the requirements of the customers. This is duly done by Amazon
and the easy possibility of price comparison also helps the customers to choose and
understand where they stand in terms of prices. Such an easy comparison of price is
usually not possible in case of offline retaining environment or brick and mortar stores.
Answer 2:
The website chosen in this case is the Tommy Hilfiger label. Thomas Jacob Hilfiger is an
American fashion designer label known for founding the brand Tommy Hilfiger Corporation.
Segmentation is extremely useful for the websites for the categorisation of the products and
arrangement according to the customer preferences. The estimation of the customer experience

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and their preference is crucial for the generation of the customer satisfaction. There are several
behavioural patterns of the customers depending on their needs and their timings of buying any
particular product. The choice of the customers basically depends on the age preferences, their
gender, their reasons behind shopping for a particular product and so on.
The user segment chosen in this particular case is the registry. User segmentation is
extremely crucial in any sort of business. The needs of different customers are bound to be
different and this segmentation is important for the business to cater to the specific needs of the
clients. The behavioural and shopping patterns also help govern the criteria behind the user
segmentation. It is necessary for the user segment to be always concise and clear.
The registry department is that which is involved in the registration of the new users. It
helps the welcoming of the new customers to the company and also involves ensuring that the
new customers are provided with the best of service and the needs of the customers are met. This
is bound to increase the overall sales of the firm and retain their customer base. In case the needs
and requirements of the customers are properly met the first time customers can effortlessly turn
into repeated customers. The needs of the customers if met, will lead to their positive reviews in
the company’s website and this will ultimately better the company’s repute and is bound to
improve the experience of the customers. The positive reviews and the discussion about the
positive aspects of the website are bound to encourage more and more customers to actually shop
from the site.
The online e-commerce sites are responsible for revolutionizing the scenario of online
shopping and retailing environment and the proper attention to all details can lead to more and
more path breaking innovations in this sphere.

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References:
Chen, D., Sain, S.L. and Guo, K., 2012. Data mining for the online retail industry: A case study
of RFM model-based customer segmentation using data mining. Journal of Database Marketing
& Customer Strategy Management, 19(3), pp.197-208.
Dai, B., Forsythe, S. and Kwon, W.S., 2014. The impact of online shopping experience on risk
perceptions and online purchase intentions: does product category matter?. Journal of Electronic
Commerce Research, 15(1), p.13.
Jusoh, Z.M. and Ling, G.H., 2012. Factors influencing consumers’ attitude towards e-commerce
purchases through online shopping. International Journal of Humanities and Social
Science, 2(4), pp.223-230.
Klaus, P., 2013. The case of Amazon. com: towards a conceptual framework of online customer
service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services
Marketing, 27(6), pp.443-457.
Laudon, K.C. and Traver, C.G., 2013. E-commerce. Pearson.
Trevinal, A.M. and Stenger, T., 2014. Toward a conceptualization of the online shopping
experience. Journal of Retailing and Consumer Services, 21(3), pp.314-326.