Promotional Activities of Sainsbury’s: Touchpoints, External Spaces, Digital Platforms, Third Parties

Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Promotional Activities of Sainsbury’s That Occurs at Customer Facing Touchpoints...............3
Promotional Activities of Sainsbury’s That Occurs In External Spaces.....................................4
Promotional Activities of Sainsbury’s That Occurs Via Digital Platforms.................................5
Promotional Activities of Sainsbury’s That Occurs Through Third Parties................................6
TASK 2............................................................................................................................................7
Applying Marketing Theories to the Operations and Functions of Sainsbury’s.........................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the strategic business function through which a given business organisation
promotes and advertises about the goods and services that it manufactures to the population, in
an attempt to generate public interest towards the business organisation itself and the good and
products that it manufactures so that the interested customers can be converted into paying
customers, having undergone a financial transaction with the business organisation (Mix and
Brand, 2017). This report assesses the marketing operations of a UK based high street
supermarket called Sainsbury’s, which is a publically owned retail business organisation that was
founded in 1869 and currently operates from its operational headquarters in London, England,
UK. Sainsbury’s operates around 1500 distinct retail establishments all across the UK and
employs around 116,400 distinct individuals in its hierarchical chain of command at various
operational positions in order to be able to effectively conduct its daily operations in a successful
manner. Through its sustained successful operations within the UK’s retail industry, Sainsbury’s
has grown on to become the second largest supermarket chain in the entire UK on account of its
16% captured market share.
MAIN BODY
TASK 1
Promotional Activities of Sainsbury’s That Occurs at Customer Facing Touchpoints
A touchpoint is often known as any point of interaction for the marketers of a business
organisation with an existing or potential customer during any stage of the customer journey. For
the operations of Sainsbury’s, its marketing touchpoints include its retail store or establishment
itself, its operational offices and open reception areas. Sainsbury’s marketing operations during
such touchpoints are immensely important for the business organisation because it allows for the
retail business organisation to be able to effectively promote and advertise about its
manufactured goods and services to its customers in an effective and efficient manner. The retail
store is a major touchpoint for Sainsbury’s towards conducting its marketing operations because

it has already been able to attract customers to the retail establishment in order to conduct their
shopping operations and now through marketing operations at the store, Sainsbury’s is able to
effectively promote its manufactured goods and services that may currently be popular or
interesting to the customers or may be provided to them at a discounted price (INDONESIA,
2018). Sainsbury’s promotional activities at customers facing store touchpoint relate to
publishing daily promotional pamphlets that detail the customers about all the currently popular
and trending goods and services of Sainsbury’s and the goods and services of Sainsbury’s which
the customers have chance today to purchase at discounted rates and prices. Through such
pamphlets, Sainsbury’s is also able to increase the overall interest of customers towards the
goods and services provided to them by Sainsbury’s retail store and encourages them towards
engaging in a financial transaction with the retail business organisation.
At the reception and payment areas, Sainsbury’s promotional activities include
advertisements and promotions about their biggest sales, customer membership, most valuable
discounts etc. which the customers are required to be made aware about as they are amongst the
most valuable deals for the customers of Sainsbury’s (Deepak and Jeyakumar, 2019). By
advertising about the biggest sales, most valuable discounts and customer membership options at
the reception areas, Sainsbury’s makes it immensely hard for its store shopping customers to
remain unaware of the marketing operations of Sainsbury’s, making it easier for the business
organisation to promote and advertise about its operations to its customers.
Promotional Activities of Sainsbury’s That Occurs In External Spaces
As all customers who choose to conduct their retail shopping operations at the retail
establishments of Sainsbury’s are required to pass through the external spaces of the store such
as the parking areas, this too is a major area at which Sainsbury’s marketers can conduct their
promotional and advertisement operations in an effective and successful manner, making sure
that the visiting customers are effectively marketed to during their entre customer journey. For
effectively marketing and promoting about their manufactured goods and services to the
consumers at external spaces, Sainsbury’s makes use of dedicated billboards and posters in order
to effectively generate their customers interest towards the goods and services of the retail
business organisation (Eckhardt and et.al., 2019). Through such posters and billboards and
posters at external spaces, Sainsbury’s promotes its major sales, discounts and deals to the