Customer Experience: A Case Study of ZARA

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