Customer Perspective on Innovative Marketing Platforms

RESEARCH PROJECT
An investigation of customer perspective on innovative technological marketing platforms.
Case study of Lidl Stores (UK)

Abstract
Marketing platforms are used by the companies in order to promote the business/products at further level. In the same way,
current study is also based upon use of innovative marketing platform in which customer's opinion is also preferred. The entire study
is based upon quantitative research type in which effective methods has been selected that assist to conduct the research in appropriate
manner. Also, both primary and secondary data collection methods are used in this study that assist to generate valid results. In
addition to this, through literature review, scholar generate understanding about different marketing platforms used by the company
and its effectiveness with respect to increase the sales of a business. Apart from this, through data analysis section, it is reflected that
online marketing platform do affect the sales of a business and it also improves the shopping experience of a business as well. Overall,
the study examined that such platforms provide useful information on customer's perspective along with growing application of
technology.
Keywords:
 Customer perspective
 Search Engine Optimization (SEO)
 Pay per click (PPC)

Acknowledgement
I would like to thank University and my Professor who offer me this opportunity to conduct study on this topic.
I would also like to thank my teachers who always ready to guide me and assist to reach the defined aim as well.
Next, I also share my gratitude to my parents who support me economically and non-economically because without them, I cannot
complete this dissertation.
Last but not the least, I would like to thank my friends who are always ready to support me and conduct the study in precise manner.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background...........................................................................................................................6
1.2 Aims, Objectives and research Questions.............................................................................6
1.3 Rationale...............................................................................................................................7
1.4 Scope of the study.................................................................................................................7
1.5 Structure of the dissertation..................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.1 Introduction.........................................................................................................................10
2.2. Customers Opinion on Creative Marketing Platforms.......................................................10
2.2 Effectiveness of marketing platform...................................................................................12
2.3 Impact of marketing platforms upon sales of a company...................................................15
2.4 Conclusion..........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
3.1 Introduction.........................................................................................................................18
3.2 Research type......................................................................................................................18
3.3 Research Approach.............................................................................................................18
3.4 Research philosophy...........................................................................................................19
3.5 Data collection....................................................................................................................20
3.6 Data analysis.......................................................................................................................21
3.7 Sampling.............................................................................................................................21

3.8 Ethical considerations.........................................................................................................22
3.9 Limitation............................................................................................................................22
3.10 Reliability and validity......................................................................................................23
3.11 Conclusion........................................................................................................................23
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................48
5.1 General Conclusion.............................................................................................................48
5.2 Recommendations...............................................................................................................49
REFERENCES..............................................................................................................................51
Appendix........................................................................................................................................54
Questionnaire............................................................................................................................54

CHAPTER 1: INTRODUCTION
1.1 Background
In the era of competition, every company uses effective marketing and promotional tools in order to improve the shopping
experience of customers. Thus, most of the business are focused upon innovative marketing platform which in turn helps to grab
attention of many customers towards it. Grizane and Jurgelane (2017) stated that marketing innovation is all about implement new
idea or strategy which is completely differed from old one that assist to increase the sales of a business. In the same way, current study
is also helping to understand the customers opinions in regard to effective use of marketing platforms within business. Also, with the
help of such strategies, target audience can be reached in cost-effective and measurable way which in turn helps to improve the brand
loyalty and driving the online sales as well.
The study is based upon Lidl which is deal at retail firm and offer range of products to their customers with an aim to meet the
demand of customers. Currently the firm is operating over 10 thousand stores across the Europe and this is reflected that the firm has a
brand image at international level. Thus, by using the quantitative study, scholar will also try to investigate the customer’s opinion
about specific innovation marketing platform which in turn help a business to sustain the brand image at international level.
1.2 Aims, Objectives and research Questions
The aims of this research, therefore, are.
 To investigate customers’ opinions about innovative marketing platforms.
 Also, this research (although will be about customers pooled from the public who have shopped in Lidl store), it aims to
provide useful information on customer perspectives on the growing application of technology to improve the shopping
experience.

Objective:
1. To evaluate the perception of customers about marketing platforms
2. To assess the effectiveness of the marketing platform
3. To compare the effect of a marketing platform with the effect of sales in retail
Research questions:
1. What impact has the pandemic on customer’s perspectives about online marketing platforms?
2. What is the impact of estimation effectiveness of marketing platform and technology in retail?
3. What are the results of sales using marketing platforms and technology in retail?
1.3 Rationale
The reason for choosing this specific topic is such that in the competitive era, marketing play an important role in the success
of a business. As the competition is quite high in the market and that is why, companies are trying to attract users towards it by
offering range of innovative products along with marketing tool. Like, customer present their negative reviews upon social media
marketing platform which in turn affect the purchasing of other ones. That is why, by study on this particular topic, scholar is able to
present which marketing platform is better for companies. In addition to this, with the help of thematic analysis, investigator also
define ways through which an organization uses the best marketing tools to promote their products in innovative manner.
Apart from this, scholar also have their own interest to conduct the study on this topic because it helps to enhance their
knowledge and skills which can be used in their near future. Further, it is also analysed that research on marketing platforms and its
impact upon customer behaviour will assist scholar to provide an opportunity to raise their current skills so that it will helps to meet
the defined aim.
1.4 Scope of the study
The present study will be beneficial for different companies who are working in retail sector and this in turn helps to examine
different innovative marketing platform that assist to meet the range of customers towards it. With the help of present research,

different investigator also used the material as a secondary research in order to understand the concept of innovative marketing
platform. Thus, it will assist the readers to examine the trend or opinion of customers with regard to shopping experience and analyse
different ways through which the firm sustain the brand image at international market.
1.5 Structure of the dissertation
Chapter 1: Introduction
First chapter of dissertation which provides background related to topic, aim and objectives on which the study will be
conducted. Further, the section also elaborates the reason for choosing the specific topic, along with scope of research.
Chapter 2: Literature Review
Another chapter that is completely relied upon secondary research in which different sources are considered such as books,
scholarly articles and online websites. In this section, themes are designed by considering defined objectives in which scholar
supported the same through author's point of view.
Chapter 3: Research methodology
Third chapter in which scholar describes the ways through which the information will be collected in order to conduct the
entire research in precise manner. In this section, investigator considered all the important element of research methodologies such
that research approach, type, data collection methods, data analysis and sampling.
Chapter 4: Data analysis and discussion
Current section is based upon primary research in which scholar interprets the respondent's point of view in presentable
manner. Such that different graphs and tables are used in order to reflect the participant's choice. This is further supported by
secondary research that helps to exhibit conclusion pertaining to customer's views related to innovative marketing platform.
Chapter 5: Conclusion and recommendations