Role of Current Technologies in Improving Relationship Marketing

This report discusses the role of current technologies in improving relationship marketing within the context of Marks and Spencer Company. It explores how technology enhances customer retention and satisfaction, and the impact of segmentation strategy on targeting and positioning. The report also focuses on identifying new target customers and developing strategies to attract them, as well as providing recommendations for changing product or service strategies.

SALES AND MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Role of current technologies in improving relationship marketing.............................................3
LO2..................................................................................................................................................6
Segmentation strategy of company..............................................................................................6
LO 3.................................................................................................................................................8
Identification of new target and developing strategy to attract them..........................................8
LO 4...............................................................................................................................................10
Providing recommendation over changing current product or service strategy........................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is defined as a process to promote company's products under respective market
in front of the target customer group. This report is based on the case study of Marks and
Spencer Company in context to its sales and marketing operations. Organisation was established
in the year 1884 by the founders Michael Marks and Thomas Spencer. Company is currently
associated with the retail sector offering both online and offline modes of trading. Headquarter of
the company is located in London, United Kingdom. This report will discuss the sales and
marketing practices entertained by the business entity. Henceforth, report will emphasis over the
role of current technologies in improving relationship marketing within the business entity. Also
the report will give huge focus over the data obtained from customers contribute towards
improvement of customer experience against the services undertook. Segmentation strategy
followed by business entity will also focus over this project. Henceforth, report will also discuss
the impacts' segmentation practice will entertain over targeting and positioning strategies
undertake by the organisation. Furthermore, aim of the study is over new potential target
customer group. Also the ways to cater the best quality of practices to gain the trust of new
customer group will also discuss in this project. Recommendations will also be given over
current products offer by business entity that can match up with the expectations and needs of the
customers of business entity.
LO1
Role of current technologies in improving relationship marketing
Relation marketing is defined as a form of marketing where the focus is not over sales of
company rather the emphasis is over customer retention and enhancing customer satisfaction
level as a business entity. The entire practice of relationship marketing is based on the
organisations approaches to entertain its customer base. Online medium and technologies play
direct role in catering relationship marketing practices at work place. As the modern era is highly
indulged with technological use (Manogharan, 2018). Information and all other types of
technologies are becoming a part of every single functional area associated with the business
entity. Technology boosts the entire process of relationship marketing as it could smooth the
entire process. Professionals are getting more reach in term of customer base, communication
effectiveness and different other aspects due to modern era technology and infrastructure.

Relationship marketing contain two different areas such as customer retention and also to
enhance the relationship between brand and customers. Customer retention is a concept where
company try to retain its existing customer base as a long term goal. Under these Marks and
Spencer Company try to continuous develop the quality of its services along with formatting
more strategic alliances with the brands so that more number of products cab offer to the
potential customer visit at the company's location. In context to the business environment as the
competition is massive due to all big brands and companies are engaged under the retail market.
The product demand of the retail market is huge which also attract to new stakeholders and
business entities to come and explore the great scale of growth passibility by entering into the
market (Kumar and Malik, 2017). Aggressive competition also reflect to multiple choices for
consumers due to availability of all top brands and business entities. In such a situation it
becomes essential for the business entities to offer all the quality services and products of
different segments of retail market. This directly effect the customer satisfaction level Marks and
Spencer Company achieve against the business practices entertained. Both the aspects' customer
retention and satisfaction are interconnected with each other. Company can only retain its
customer base if it gives focus over satisfying the existing customers of business entity.
Marks and Spencer Company follow the practice of meeting up all types of need and
requirements of customers of business entity. In such a process it tries to advance its technology
that can allow professionals to coordinate with customers of business entity. Different
technological tools like digital platforms such as social media, internet and other such
technologies are explored so that bet level of connectivity between customers and company
could have been established. Company also active over different digital networks like Facebook,
Instagram, Twitter and many other social media platforms so that it can cater the best level of
services to its customer base (Aiyer, Panigrahi and Das, 2018). Social media is an instant way to
communicate with any customer whether it is company's existing customer base or the new
potential consumer associated with the business entity. Apart from social media networks
company is also active over different digital platforms like Amazon prime, Netflix, Spotify,
YouTube and many other platforms to interact with potential customers of business entity.
Internet played a huge role in catering the services over social media channels and digital
platforms as a business entity. Digital and social media platforms not only support the business
entity to cater services to existing customer base of the organisation along with it motivate to the

business entity to delegate practices to attract new potential customers associated with the retail
market. Platforms like Facebook, Instagram, Twitter and other such social media channels has
allowed the business entity to approach customer to sale the retail products, solving issues of
customers and also to promote the products 0ffer by the Marks and Spencer Company. All these
are the key business areas that could explore by the company that could further result into high
level of employee satisfaction along with retaining the customers for achieving business
objectives (Bahri-Ammari and Bilgihan, 2019). Elements like customer retention and customer
satisfaction is highly influenced with how active the organisation is towards such individuals. If
the company is active to address all difficulties of the potential customer in market than it will be
capable enough to retain the customer by achieving high level of customer satisfaction rate. In
case the organisation is not capable enough to continuously active for its customer base than it
will be highly incompetent to approach high level of customer satisfaction that will prominently
result into low level of employee retention against business operations.
Management at the Marks and Spencer Company follow the practice where the company
collect continuous data of customers over internet and different social media platforms used by
business entity. The one of the merit associated with social media platforms is that it allow the
organisation to collect the information and data about the customer that involve both existing
customers of business entity along with the new potential customers part of the business scale of
organisation (Mohammadhossein, Ahmad and Zakaria, 2018). The amount of sale company
could make easily come in front of the organisation as a data and also the number of
complainants customers are fetching in the system of the organisation can also be seen by
business entity.
The key advantage social media platforms could cater to business entity is that it could
provide an ease in collecting data and information in a very professional manner. Data collected
through these platforms are also authentic in nature that further maximises the usefulness of
these platforms or network. Data collected by the business entity play a direct contribution in
development of customer satisfaction level along with increasing company's possibility to retain
its customer base (Siswanto, 2017). As based on data company get to develop its strategy to
address the customers in market. Sales over social media platforms allow business entity to get a
clear eye over customer interest towards the products offer by business entity along with the
areas that seek improvement. As social media not only provide information towards the total

sales figure business entity could generate but also the particular area or brand that is getting
high response of customer in market.
Management at the Marks and Spencer Company is using social media platforms in more
strategic way. IT is collecting information about individual sales figure of each and every brand
company is offering to its customer as a part of business operations. Along with the total sales
figure company could generate social media applications provide and help the business entity to
collect information about the individual brand offering to the organisation as a whole (von
Mutius and Huchzermeier, 2021). This allows management to understand what products are
getting higher demand of customer in market. Further through social media application company
get to easily address the issues of customers that also turned out into high customer satisfaction
and also retention at the same time.
LO2
Segmentation strategy of company
Segmentation is defined as a process to convert the heterogeneous market into the
homogenous market. Under the segmentation practice used by business entity it clarifies the
business entity to explore the market in such a way that company get to know what are the target
areas associated with the business operations explored by the business entity. Segmentation
strategy is further segregated into demographic, geographic, psychographic and behavioural
segmentation strategies (Ogbechi, Okafor and Orukotan, 2018). Marks and Spencer Company is
currently follow demographic segmentation strategy to cater the business objectives of the
organisation. Demographic segmentation practice allow company to cover all age group, sex,
socio-economic class, income, female, size, occupation and ethnicity of people. This strategy is
used by the company as it could allow the business entity to cover all kinds of potential customer
base associated with the entity. Retail products contain basic necessity of the human being where
it covers food products, essentials, home products, clothing line and different other products
require meeting daily needs.
Marks and Spencer Company further utilises different targeting strategies where it tries to
offer its products over social media, digital platforms, radio, television and other form of
communication channels to target customers. These all platforms are a part of key targeting
strategy used by the business entity. When company utilises the targeting practice it forms
marketing campaign based on the segmentation policy of business entity. In today's world almost

all customers irrespective of the age group, social class and other form of social or economical
discrimination are active over different digital platforms, social media network, radio, television
and other form of entertainment (Zaharah, 2018). Segmentation practices are emerged with the
targeting approaches of the business entity that could further motivate the organisation to achieve
all its marketing objectives. Based on segmentation and targeting practice company further
position the products in the market. All segmentation, targeting and positioning practices are
merged with each other so in order to reach the best possible reach of company's marketing
campaign. Targeting and positioning practices are further based on segmentation or the customer
base segmentation by the Marks and Spencer Company for its products.
The demographic segmentation practice allow company to cope up with different aspects
associated with the targeting and positioning practices of the organisation. In the formation of
marketing campaign all three strategies need to emerged together so that company can deliver
well diversified marketing campaign. Marks and Spencer Company keep its marketing budget
that can provide luxury to organisation to cover all different requirements associated with the
marketing activities of business entity (Koswara, 2018).
In process to reach the success of the marketing campaign it becomes essential that the
organisation can involve all its different practices such as segmentation, targeting and
positioning emerge together to achieve the overall success of the campaign. The practices related
to segmentation, targeting and positioning favoured business entity to not only reach the overall
sales targets of company but also to explore the best level of customer satisfaction against the
business operations entertained by the organisation. Diversified marketing approaches
contributed massively in the overall growth and success of the Marks and Spencer Company as
currently company is active over approximately 15000 business location at a global level along
with massive presence over online e-commerce medium (Dudovskiy, 2018). Without the
modified and diversified marketing approaches company will never be able to achieve this level
of success at a global irrespective of the level of competition exist ion market.
LO 3
Identification of new target and developing strategy to attract them
In this current competitive market, it is very crucial for the company to time to time
evaluate the changes within the market so that new product or the service can be developed.

Hence, for this reason Marks and Spencer is continuously researching within the market and
need and preferences of the consumers (Dolega, Rowe and Branagan, 2021). This market
research will assist the company in analysing the fact that what current trends are present within
the market. When company will analyse the current requirement of consumer then this will assist
the company in adapting to adapt to these changes. When company will provide the product and
services as per the need the consumer then this will attract large number of consumers and this
will result in increase in profitability of company.
With respect to the current pandemic situation consumer are not much going out of their
house in order to purchase their requirement relating to daily basic products. Hence, by
considering this aspect Marks and Spencer is planning for a widely recyclable product by 2022
(M&S launches PLAN A 2025- an ambitious, customer focused sustainability plan, 2021). This is
majorly pertaining to the fact that currently the consumers are more attracted towards the
protection and safeguarding of the environment. Hence, the focus of Marks and Spencer will
allow the company to attract more of the consumer to come to M & S and buy the product and
services. In addition to the use of recyclable packaging, company is also focusing on producing
clothing and home products by using at least 25 % of material which can be easily recycled. This
is majorly pertaining to the fact that when the home products will be recyclable then this will
attract majority of consumer to be used and for this they will purchase the products in large.
For this new focus of recyclable product and service of Marks and Spencer the major
target is young generation ranging from 25- 50 age group of people. This is majorly selected
because of the reason that when the company will be focusing on this target then sales of
company will definitely increase. This target of young aged people is particularly selected
because of the reason that young people are more attracted towards the consumption of the
product which are good for environment and which not harm the society. hence, when the
company will be providing products which can be recycled and reused then this will attract more
of the consumers.
In addition to bringing of recycled and reusable product, M&S is also providing the
facility of 3D design technology in order to make the better decision for consumer at time of
purchasing products (Marks & Spencer enhances private label product development, 2021). This
technology is mainly brought for the fashion stores of M&S with respect to the current situation
of pandemic. The major reason pertaining to this fact is that due to COVID 19 people have

limited their shopping at the stores as they cannot try the clothes. Hence, this new technology
assists the person in viewing the fact that how a dress is suiting the person.
This technology is named as Optitex 3- D computer aided design. This is a software with
help of a person can stand in front of the scanner with the outfit chosen for them. The canner will
scan the person and will provide an image with the outfit selected by the person. Hence, with
help of this person can view that how the outfit is being looking on them and whether it is
suitable for the person or not. This is majorly pertaining to the fact that when people will be
getting a pictorial presentation of them that how they are looking then they will be in a position
to decide whether they need to buy the product or not. This is a good technology by considering
the current COVID 19 aspect as with help of scanner the people will not have to use the
changing rooms of the stores and there will be less personal contact.
Main target for this type of technology is females within the age of 23- 50. The major
reason behind the selection of the females is that this group consumer is more attracted towards
shopping and especially clothes. Hence, this target will assist M & S in improving the sales of
the company to a great extent.
There are different types of techniques which will be assistive to M &S in managing and
improving the sales of the new product and technology. Hence, for the success of these new
product and technology the following strategies of marketing and sales will be helpful-
 The use of social media marketing is the most important and common technique in order
to attract consumer. Under this product and services are being marketed with help of
different social media platforms (Yoseph and Heikkila, 2018).
 In addition to this, another crucial strategy is the use of content marketing at time of
promoting sales of the new product and technology. This is majorly pertaining to the fact
that if the content of advertisement or the website of company will not be good then this
will not attract the consumers. Hence, for increasing number of consumer the most
essential aspect is the content of product.
 Along with this, focus on relationship marketing is also a major strategy for marketing
and selling of product and services by M & S (Blut, Teller and Floh, 2018). this is
particularly because of the reason that under this marketing technique major emphasis is
laid over the loyalty of consumer and engagement towards the company.

 Further in addition to this, sales promotion and offering various discount and schemes is
also a good scheme for attracting large number of consumers. This is pertaining to the
fact that when company will be providing some discounts then this will stimulate
consumer to buy the product and services.
LO 4
Providing recommendation over changing current product or service strategy
With the help of the above analysis it is clear that Marks and Spencer is bringing in new
products with a major focus over the recyclable product and the technology assistive in analysing
whether outfit will be looking good over person or not. Both these products are good and
effective with respect to the current trends among the consumers. This is particularly because of
the reason that currently consumers are more focused towards the protection and safeguarding of
the environment. Hence, by keeping this in mind, M & S is bringing the recyclable products.
Hence, this is a good product which will assist company in developing larger consumer base.
In addition to this, another technology is also very assistive in helping consumer to find
out whether the outfit will be looking good on them without trying it. The rationale behind
selection of this service by M & S is that this will attract a large set of people who are attracted
towards shopping. This will assist the company in improving sales as people will like this facility
being provided by M & S with respect to current pandemic situation.
Both these new product and service will assist Marks and Spencer in attracting large set
of consumers (Ramanathan and et.al., 2017). This is particularly because of the reason that when
the company will bring in product and service in accordance with requirement of consumer then
this will attract more of consumers. Hence, as a result of this, profitability and productivity of the
company will increase to a great extent. Moreover, when the profits will be increased then
automatically the goodwill of the company will increase within competitive market and company
will have a competitive advantage over others.
For this it is essential for M & S to make the organizational strategy in such a manner that
product and services are being offered in effective manner to the consumers. The major reason
pertaining to the fact is that when the company will not be having effective strategy to launch the
product then this will not attract or stimulate the consumers. Hence, for this it is essential for M
& S to make sure that the organizational strategy pertaining to launching of the product and

service are good and effective (Lamey and et.al., 2018). Along with this it is also necessary for
the company to make sure that all the strategies are in direction of attracting consumers. This is
pertaining to the fact that both strategies and success of new product are interlinked. Hence, this
will ensure that the product and service being offered by the company is as per the strategies of
the company only. Along with this, the strategies are being made as per the data collected with
help of the market research. Hence, these strategies will guide the employees of M & S that how
they will have to attract the consumer for the new product and services.
In addition to this, there are some of the recommendation which are necessary for the
company to consider at time of launching the new product within the highly competitive market.
These recommendations to M & S are as follows-
 For analysing the market trends and requirement of the consumer, better method is to
collect the data by the company themselves. For this use of online survey can be
conducted by M & S as this will assist company in gathering more of the data at a single
time. The reason pertaining to the fact is that currently consumers are more active over
social media and other websites. Hence, when the company will conduct a survey over
social media then consumer will list out their views in effective manner. Hence, this will
assist company in getting knowledge of actual view of consumer. Then as per the views
of consumer M & S can make changes within the company.
 Along with this another major recommendation to M & S is that they must continuously
research within the market. This is majorly pertaining to the fact that when the market
will not be researched then this will affect the working of the company to a great extent.
The major reason pertaining to this fact is that when company will research effectively
then this will bring out detail of the latest changes and these can be implemented by the
company.
 Further, it is recommended to M & S that they must also focus on marketing of the
product in effective and efficient manner. This is pertaining to the fact that when
marketing will not be focused then this will affect the goodwill of the company. for this it
is advisable to M & S that they must focus on use of combination of traditional and
modern approach of marketing. This is particularly because of the reason that this will
involve capturing of every type of consumer whether they are active over social media or
not.

In the end it can be stated that use of data collected is very essential for preparing the strategies
of implementation of the new product or service. This is pertaining to the fact that when data will
be evaluated then this will involve compliance with latest trends and this will attract more of
consumers resulting in increase in profits.
CONCLUSION
The above report summarised that marketing and sales are the important aspect for the
success of the company. this is pertaining to the fact that sale is defined as the number of product
or services which are being sold within the competitive market. On the other side, marketing is
defined as an activity through which goods and services of company are promoted within the
highly competitive market. The current report summarised that use of technology is very helpful
in the marketing and effective management of relation with the consumers. For this M & S
makes the use of various digital platforms like social media and others is used for relationship
marketing. Further it evaluated that for meeting the current trend, the new product with a focus
on recyclable product and technology Optitex 3- D computer aided design was implemented in
order to attract more of consumers.

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Online
M&S launches PLAN A 2025- an ambitious, customer focused sustainability plan. 2021.
[Online]. Available through: < https://corporate.marksandspencer.com/media/press-
releases/2017/plan-a-2025 >
Marks & Spencer enhances private label product development. 2021. [Online]. Available
through: < https://chainstoreage.com/marks-spencer-enhances-private-label-product-
development >