Customer Experience: A Case Study of ZARA

This report discusses the value proposition of ZARA, how they deliver positive customer experience, target customers, six pillars of customer experience model, implications of digital disruption, and strategic recommendations to improve customer experience.

Customer Experience

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Value Proposition of ZARA: -....................................................................................................3
How ZARA delivers positive customers' experience..................................................................4
Target customers of ZARA........................................................................................................5
The Six Pillars of Customers' Experience Model........................................................................5
What are the implications of digital disruption to the delivery of the customer experience for
this organisation?.........................................................................................................................7
Based upon 5&6 set out strategic recommendations on you could improve the customer
experience for customers of this organisation, to benefit them and the organisation itself.........8
CONCLUSION................................................................................................................................8

INTRODUCTION
Customers experience is basically the total of cognitive, affective, sensory and
behavioural consumer responses during the process of consumption. Each and every aspects of
the company products is encompasses the customers experience which comprise of customer
service, advertising, packaging of the products along with the features and the way to use. This is
basically the perception of customer experience with the organisation (Khan and et. al., 2020).
The positive customer experience not only result in the growth of the company but also help in
increasing the loyal base of customers. With the help of this retention rate of the customers has
been increases and the firm are able to target the large market area. The following report is based
on the ZARA which is well known brand in the global retail market. The respective company
was founded in 1975 by Amancio Ortega and Rosalia Mera and the headquarters of the firm is
situated in the Arteixo (A Coruña), Spain. The respective firm provide their services all across
the globe and specialized in the clothing, accessories, shoes, swimwear, beauty, and perfumes.
The organization have more than 2000 stores all across the globe and it is the largest firm in the
Inditex group. The following report is going to cover the value proposition of the selected
organisation and how they deliver the customer experience. This report also focusses on the
customers of the ZARA and the brief discussion on the six pillars of the customers experience
model in relation to the chosen company. Along with this, this report also paid focus on the
implications of digital disruption to the delivery of the customer experience and recommendation
in order to improve the customer’s experience.
TASK
Value Proposition of ZARA: -
Value proposition is basically a statement that summarizes that why purchaser select their
goods and services. It tells the company about the most obvious benefit that they can get from
customers by giving their business (Luz, Wreaves and Paschoalotto, 2021). It is very important
for the management of the company to fulfil their promises which are made by them to their
customers. This result in improving the experience of customers. Focus has to be made by the
management of the company in making their goods and services unique as well as attractive in
comparison to their customers, which not only help them in enjoying the competitive advantage
over their rivals but also helps them in improving their loyal base of customers in the target

market. So, it is very important from the customers experience point of view that the company
value proposition must be very unique. If it is unique then effective points to the target market
can be effectively communicate. In relation to the ZARA, different types of channels like in store
advertising, emails communication are used by the management of the company in order to
communicate with their customers directly so that customers value can be create and their
experience is enhanced. The value proposition of the ZARA that improves the customers
experience has been discussed below: -
Fashionable as well as reasonable clothing product are offer by the ZARA company as
per the trends. Basically, they are the trend-setters of this sector with superior feedback on
trends, be it style, cut or colour. The design team of Zara's produces around 1,000 designs in a
month which are then sent to their production plants and checked back at the Zara Center in
Spain (Hammerschlag, Bick and Luiz, 2020). The supply chain of ZARA is vertically integrated
by their control facility in the Spain. This not only make sure to faster the sales but also ensure
the faster delivery.
The orders are submitted by the manager on the bases of quantity and have it shipped
directly to the physical store from Zara's facility in Spain. Along with this their online products
are shipped through expedited shipping from different warehouses and in different nations, stores
pick up is present.
Pull system is utilized by the management of ZARA in their supply chain as well as stock
management. Due to the dynamic nature of this sector, they produce the styles in the less
quantity. This is very good for the success of the company. Along with this, the respective
company management update their e-commerce website on regular basis according to the change
in trend and style in which they are dealing (Yeger and Shenhar, 2019).
How ZARA delivers positive customers' experience
Positive customer experience can only be developed through strong communication and
the effective interaction with their customers. In order to develop the effective customer,
experience the firm first have to listen to their customers and collect all the feedbacks. After this,
they have to analyse these feedbacks to understand them as well as their behaviour in better
manner (Yasin and et. al., 2020). Firm need to identify the target customers so that positive
responses can be received which result in minimizing the chances of complaints as well as the
return. If excellent customer experience is given by the company management, then this result in

increasing the customer satisfaction along with loyal base. In context to the ZARA, clear signs
are used by the company all across the outlets which effectively read by the customers. Along
with this, the customers support desk within the store result in increasing the customer
experience. These support desk assist the consumer in resolving their query and satisfies the
customers in a very effective manner (Batat, 2019). Additionally, organization also have to also
have to make sure that customer don't have to wait in their stores for their product.
Target customers of ZARA: -
Target market may be defined as a group of individuals which are target by the marketing
department of the company in order to serve them. Target market is a place where the needs of
consumer are matched with the offered products. It is very important for the management to
identify the needs of target market individuals before developing the value proposition in order
to improve the customer experience. In relation to the ZARA, the management of the company
target the cost-conscious people and those who value the good. Basically, they target all category
of individuals by providing them high quality of product to them in order to improve the
customer’s experience. Along with this price positioning strategy is used by the management of
the company in order to target the customers and serve them better. This result in attracting large
base of customers towards their brand who are price sensitive. So, without identifying the target
market the firm not be able to develop the value proposition and ensure the better customers
experience.
The Six Pillars of Customers' Experience Model
Customers experience model plays a very important role for the business as it helps them
in delivering not only the positive but also the effective customer experience. Six pillars are
comprising in this model which are totally interconnected with the each other and link with the
organisation (Farooq and Raju, 2019). With the help of this model, the company management
can effectively delivery the customer experience through different types of channels. Higher
success in the competitive market can be attain the management if they effectively understand all
the pillars of customer experience model. The six pillars of this model in relation to the ZARA
has been discussed below: -
 Integrity: -trustworthiness can be shown by the management of the company on regular
basis by following all the integrity principles. It is very important for the organisation as
well as their employees to develop the trust in order to facilitate the integrity. A

perception has been created in the market that, the firm who don't broke their promises
and fulfil as per the value proposition are following the integrity principle within the
company (de Souza and et. al., 2020). Along with this, the consumers considered the
firm ethically strong who operate their business functions socially and morally. In
relation to the ZARA, the company developed the sustainability programme in order to
reduce the carbon footprints and effectively manage their waste to develop a sense of
trust among the customers.
 Resolution: - this pillar refers to turn the negative customer experience into the positive
one. Instead of paying focus in the procedures, focus has been paid by them on those
products which provide inconvenience to their consumer. This result in that, customer
feel good and their experience will be enhanced. In relation to the ZARA, for enhancing
the customer services, a polite and skilful employee is appointed by the management in
order to serve the customer best. If any unethical behaviour is experience by the
consumer, then they have to report to the manager.
 Expectations: -in this aspect has paid on fulfilling the needs of customers. high standards
are always set by the top brands and their customers expected the high-quality products
form them. As the ZARA is the leading brand in the clothing sector, so their customers
have huge number of expectations form them in relation to the quality of the product.
Therefore, company sometimes strive to exceed their limits and meet such expectations
so that they fulfil the target customers promise (Signori and et. al., 2019). For example,
ZARA target audience expects to receive high-quality products through improved brand
equity and technology. Therefore, company management need to paid focus on this
expectation in order to achieve a positive customer experience.
 Empathy: - This essentially refers to the conditions and the associated troubles which are
face by the clients through which they could have the effective link among the
relationship with them. Empathy may be defined, to examine the purchaser`s emotional
experience. This give assistance to the company management in improving the
experience of customers, through which issues within the workplace can be resolve by
them effectively with the help of effective solution. In a number of the countries ZARA
did not examine the tradition and the culture difference of their purchaser because of the
bad purchaser's experience. So, it is very important for the company management to

develop a link through which better customer experience can be deliver to the target
audience.
 Personalization: - this may be defined as give attention to the customers and develop
emotional connection. This can only be done by effective interaction and give them more
value so that they feel more interested (Gallagher, Furey and Curran, 2019). It is very
important for the ZARA management to paid focus on making their customer happy and
recognize their personal circumstances through their past experiences. This result in
enhancing the customer experience.
 Time and Efforts: - Buyers do not have the time to look for a satisfying need. In this
way, the company eliminates the problem of customer decision delays in the process and
helps customers achieve their goals. It also improves customer retention by providing a
beautiful experience. ZARA, should use this to gain a competitive advantage over their
rivals.
What are the implications of digital disruption to the delivery of the customer experience for this
organisation?
Different types of digital disruptions are faced by the ZARA in order to deliver the positive
customer experience. The disruption in relation the chosen company has been mentioned
below: -
 It has been identified that if a customer cannot log in to a website from a because of the
low server, there will be some disruption to the customer experience. This is the biggest
disruption in order to provide a customer experience.
 Another digital mess ZARA faces are when payments can be made twice. This shows
that one-time payments bring a bad experience to buyers in the enterprise.
 If the different experience is experienced by the customers, then this develops the various
disruption which result in affecting the customer experience in various ways. It also be
examined that the digital disruption also comprises of loyalty app which is required to be
certified by the firm in order to gain the competitive advantage.
 Receipts are a way to keep a record of when a customer makes a digital disconnect and
makes a payment in the event of a problem. Payment may not have been made. This is
done because on the huge traffic on the website or lots of individual using the website.

Based upon 5&6 set out strategic recommendations on you could improve the customer
experience for customers of this organisation, to benefit them and the organisation itself.
In order to improve the customer experience different types of strategies can be used by the
management of the company. Following are the certain recommendations through which
experience of the customers within the firm has been improved: -
 It is very crucial for the firm management to give value to their customers and behave
ethically with them. If any unusual is experience by the customer, then this not only
affect the experience of customer but also impact on the firm in bad manner. So, ZARA
management must have to examine the situation and develop a reasonable solution in
order to gain the trust.
 Buyers have high expectations for product delivery on e-commerce platforms. Different
types of trouble are faced by the customers related to the payment methods that ZARA
needs to resolve as quickly as possible.
 An important role is played by the integrity in improving the customer experience within
the business. It is very crucial for the firm manager to behave with their customers in a
very effective manner so that their customer feel valued
 It also being recommended to the management of ZARA that they have to paid focus on
the different types of digital strategies in order to target the market in a very effective
manner and they also have to improve their delivery method so that customer don’t hae to
wait for their product.
CONCLUSION
From the above report, it has been concluded that value proposition assists companies to
grow their customer base by delivering a better customer experience. For example, ZARA
employs specific digital technologies and web acquisitions that enable customers to ensure
effective value propositions in their target markets. It also contains customer retention, better
marketing, and responding to specific buyer feedback. This report also concluded the target
markets in order to analysing customer as well as their buying behaviour. They basically analyse
consumer behaviour and use pillars to ensure the company's brand loyalty. They strive to
enhance the customer experience through technology.

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