Ways to Attracts and Retain Customers

Running head: GLOBAL E-BUSINESS
GLOBAL E-BUSINESS
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Executive Summary
Customer behavior while shopping online changes for different brands which totally depends
upon the deals and offers provided by the brand. In this report the customer’s journey is analyzed
for the Walmart and Alibaba Express with a specific model. A complete discussion is done over
the strategies that attracts the customers more and retains their trust over those brands.

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Table of Contents
1.1 Introduction....................................................................................................................4
1.2 Discussion......................................................................................................................4
1.2.1 Walmart..................................................................................................................5
1.2.2 Alibaba express.......................................................................................................6
1.3 Conclusion.....................................................................................................................8

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1.1 Introduction
Customer Journey is the most important factor for e-commerce business because it is
necessary to understand the need and the buying behavior so that specific recommendations and
future online searches can be customized according to customer’s taste. In this report of
evaluation and comparison of the buyer’s journey in the e-commerce business of Walmart and
AliExpress. Both the e-commerce businesses deals with different line of selling whereas
Walmart has both online and offline business which captures the maximum targeted market. Full
analysis of the customer’s journey is done with the help of Andrew Davis’ model which shows
that if buyers are attracted to any of the product then they will show a specific behavior of
loyalty towards that brand. This loop is also called as the loyalty loop and four steps of it are
discussed in detail for every e-commerce business considered.
1.2 Discussion
For the purpose of studying the consumer’s journey while doing an online purchase any
of their preferred product is done with the help of loyalty loop model where consumer’s behavior
of online search, their pre and post purchase presentation and their cart checkout is considered
individually (UKEssays.com 2020). Both the e-commerce businesses are dealing with the similar
line of retailing which makes it easier to compare both their consumer’s journey. This loop
consists of four simple steps which perfectly explains the consumer behavior towards the
specific online shopping site and they are presented respectively:

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1.2.1 Walmart
Walmart is a very popular and a well-known brand because of its every season deals for
their customers. Walmart have a great customer loyalty base because they have hold a good
market position and they are dealing with their customers on an online as well as offline basis
which makes it convenient for every customers to reach them (Pippi 2018).
According to the loyalty loop the first step for any customer’s journey is the Moment of
Inspiration where the consumers gets attracted with the deals and the offers going on in the
shopping market (Corporate - US 2020). Walmart is well known for their all season deals and
customers behavior states that it is easier to grab attention with some discounts or “1 on 1”
offers. Here Walmart can get a big advantage because they have deals to offers online as well as
offline. However, online purchase mostly preferred by the customers because up to a level the
delivery cost becomes NIL which is more convenient for them.
The next step is to get triggered with the offers and finally starts to explore regarding the
need of the product. Here the deals and the offers play a vital role because a lot of time due to the
offers, customers tends to but some products which are not even needed to them at the present

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time. Customer base of Walmart is anyways strong and they have a trust over this. The number
of shops this brand is opening shows that it has a lot of customer base and their products are
trending over the market. Walmart have strategically hold their market position perfectly.
Third step of the loop is to look at the other alternatives and the other offers that other
brands are offering after finally deciding to buy. Most probably the customers of Walmart does
not go for any other brand to shop for because according to them Walmart provides a great
quality of the product at a very affordable range (Content Marketing Institute 2020). The global
popularity of Walmart shows that the buying behavior of the customers towards them has always
been loyal. Customers tends to order minimum of 5 items from Walmart on an average because
the ongoing offers grab customer’s attention and delivers those products at free (Swelsen et al.
2019).
The final step is to show loyalty towards Walmart. This can be stated that the customer’s
loyalty towards Walmart has been the most prioritized thing for them and hence they are
successfully expanding and diversifying their offline stores and online products. The demands of
the customers are kept on mind and customized according to their preference (DivvyHQ 2020).
The loyalty towards their brand helped them to hold the market position of e-commerce business
sector. As Walmart is dealing with a lot of product line, hence they have captured the majority of
the targeted customers with their high quality service and the all season offers so that customers
do not hesitate to buy from them at any point of time (Tudoran 2018).
1.2.2 Alibaba express
This online shopping site is also available for the customers globally and they also deal
with maximum of the product line which helps them to gather the attention of maximum targeted

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customers (Alibaba 2020). However it can be stated that the customer base of Alibaba is not that
strong like Walmart. The buyer’s journey can be evaluated with the loyalty loop similarly.
The first step is Moment of inspiration and here the customer have to get some kind of
notification regarding the offers or any new product arrival through mail or any message pop-ups
which will help the brand to grab the attention of the customer. Alibaba also sends their
notification to their customer same like Walmart and they have a separate application from
which the customer can avail some extra offers. They also all season offers and free delivery
service for customer’s convenience. Scrolling through some trending products on Alibaba’s
official application also helps to impact the customers to buy some of them even if it is currently
not in need (McKinsey & Company 2020).
After scrolling through the deals and the products, now it is time to trigger the thought of
whether to buy it or not. Generally at this point the customers tend to think about buying certain
products which would be beneficial for them in future but not currently. Customer’s starts to
decide which type of product will be better for them and they start to explore some of the deals
which will be available for them. The main aim of every e-commerce business has always been
to attract customers with their advertisements and offers and somehow attract them to buy some
products. Free delivery concept is also one of a great attractive offer to force the customers for
buying some extra products to avail the offer.
After deciding to buy a specific product, now it is time to decide the brand and the offers
offered to the customers. Searching and scrolling through the application and other online sites
helps the customers to decide whether to buy the product from Alibaba or from other website.
Alibaba would want to grab maximum of the customers at this stage and hence they would try to
provide some customized offers like extra discount on online payment, loyalty discount for old

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customers, free delivery/ on above some specific amount of order and providing sample products
for buying some other product which will be according to the previous search history.
The last step in the loyalty loop is the trust and loyalty of the customers over their brand.
Alibaba have global customer base which shows that customers have certain loyalty and trust
over them and helped them to diversify and expand their business (Danieli 2016). Getting the
loyalty commitment from the customers must be the final objective for every e-commerce
business and hence Alibaba have worked on this objective which reflects. Customers prefers to
buy some online products from Alibaba Express when they are expecting some extra discounts
or one-on-one offer without comprising the quality of the product (Muruganantham and Bhakat
2013).
Alibaba and Walmart are both very popular brand on the same service line because they
provide online delivery of the products to the customers. They provide post delivery service as
well like easy-return facility, full-cashback facility and etc. to the customers which holds the
loyalty and trust of the customers (Raheem, Vishnu and Ahmed 2014).
1.3 Conclusion
After analyzing the loyalty loop for both Walmart and Alibaba Express customers, it can
be finally stated that both the brand have managed to maintain their customers base over years
and also diversified their selling process by adopting some new trending technologies. The
loyalty loop for both the brand have shown that their customers keep on checking the current
offers and deals offered by them so that it will be easier to get any preferred product at a very
affordable rate. The main objective for both the brands is to provide every customers globally

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and help them to get their needed product. Sometimes the brands also offers some extra discount
over costly products so that customers can avail them.

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