Importance of Social Media Marketing in Retail Industry: A Study on TESCO

FY028 Inquiry Based Learning CW1
Inquiry Project

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
What are the social media channels used by retail industry to promote their offerings.............5
What are the importance of the social media marketing as one of the retail trends for TESCO 5
What are the impact of social media marketing for TESCO in gaining attention of customers
towards their offerings................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................7
DISCUSSION .................................................................................................................................9
CONCLUSION ...........................................................................................................................11
REFERENCES ...............................................................................................................................1

INTRODUCTION
Background of the topic
Marketing is one of the practices within retail sector that helps in promoting and
advertising their different offerings to the customers. It is necessary for an organisation to
promote promote products so that customers can be familiar and purchase company's offerings.
Social media marketing is one of the greatest trends within retail industry because it is helping
brands to reach out large audience in short time period (Nash, 2018). The current research is
focusing over highlighting the significance of social media marketing along with its different
types used by company to attract potential customers and retain existing customers.
Research Aim
To identify the importance of social media marketing and its impact over gaining
attention of customers towards offerings of retail industry. A study on TESCO
Research Objectives
 To determine the social media channels used by retail industry to promote their offerings
 To evaluate the importance of social media marketing as one of the retail trends for
TESCO
 To examine the impact of social media marketing for TESCO in gaining attention of
customers towards their offerings
Research Questions
 What are the social media channels used by retail industry to promote their offerings?
 What is the importance of social media marketing as one of the retail trends for TESCO?
 What is the impact of social media marketing for TESCO in gaining attention of
customers towards their offerings?
Rationale of the research
The main purpose that has motivated an investigator to conduct an investigation on social
media channels is its relevancy and need in this competitive business world. Social media
marketing holds great power when there is need to engage large number of customers with the
different offerings of the organisation (Aiello and et. al., 2020). Thus, in this competitive
business world, company's main motive is to grab attention of large number of customers. So,
this report focuses over showcasing how retail brands are using trend of social media marketing
for their own success and development. There are two other objectives which are aimed by this

study which are: personal and professional objective. In respect of personal perspective,
researcher will learn how an individual's needs, requirements and behaviours get changed as per
the changes happening in the market. On the other hand, in terms of professional perspective,
researcher will increase their knowledge about the trends in the retail companies. They will also
learn how an organisation uses different channels of marketing to reach out customers and take
their offerings to the existing as well as potential customers.
Problem statement of the research
The major problem identified in the current investigation is that retail brand face
challenge in selecting right social media channel from available different alternatives.
Sometimes, company does not select right social media channel according to their different
offerings and this becomes barrier in gaining attention of the customers. If company is using fast-
fashion clothes then it is advised to use Instagram as their social media marketing rather than
depending upon Facebook. The main reason behind selecting Instagram over Facebook is that
former one has more number of young users who like fast fashion clothing.