Investigating Customer Perspectives on Lidl's Technological Marketing

This research project investigates customer perspectives on innovative technological marketing platforms, with a case study of Lidl Stores (UK). The study employs a quantitative research approach, utilizing both primary and secondary data collection methods to analyze customer opinions on marketing platforms. The literature review explores the effectiveness of various marketing platforms and their impact on sales. Data analysis reveals that online marketing platforms positively affect sales and enhance the shopping experience. The research examines the influence of these platforms on customer perspectives, considering the growing application of technology in retail. The project includes an introduction outlining the aims, objectives, and research questions, a literature review analyzing customer opinions, a detailed methodology section describing the research design, data collection, and analysis techniques, and a final section with conclusions and recommendations for Lidl.

RESEARCH PROJECT
An investigation of customer perspective on innovative technological marketing platforms.
Case study of Lidl Stores (UK)

Abstract
Marketing platforms are used by the companies in order to promote the business/products at further level. In the same way,
current study is also based upon use of innovative marketing platform in which customer's opinion is also preferred. The entire study
is based upon quantitative research type in which effective methods has been selected that assist to conduct the research in appropriate
manner. Also, both primary and secondary data collection methods are used in this study that assist to generate valid results. In
addition to this, through literature review, scholar generate understanding about different marketing platforms used by the company
and its effectiveness with respect to increase the sales of a business. Apart from this, through data analysis section, it is reflected that
online marketing platform do affect the sales of a business and it also improves the shopping experience of a business as well. Overall,
the study examined that such platforms provide useful information on customer's perspective along with growing application of
technology.
Keywords:
 Customer perspective
 Search Engine Optimization (SEO)
 Pay per click (PPC)

Acknowledgement
I would like to thank University and my Professor who offer me this opportunity to conduct study on this topic.
I would also like to thank my teachers who always ready to guide me and assist to reach the defined aim as well.
Next, I also share my gratitude to my parents who support me economically and non-economically because without them, I cannot
complete this dissertation.
Last but not the least, I would like to thank my friends who are always ready to support me and conduct the study in precise manner.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background...........................................................................................................................6
1.2 Aims, Objectives and research Questions.............................................................................6
1.3 Rationale...............................................................................................................................7
1.4 Scope of the study.................................................................................................................7
1.5 Structure of the dissertation..................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.1 Introduction.........................................................................................................................10
2.2. Customers Opinion on Creative Marketing Platforms.......................................................10
2.2 Effectiveness of marketing platform...................................................................................12
2.3 Impact of marketing platforms upon sales of a company...................................................15
2.4 Conclusion..........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
3.1 Introduction.........................................................................................................................18
3.2 Research type......................................................................................................................18
3.3 Research Approach.............................................................................................................18
3.4 Research philosophy...........................................................................................................19
3.5 Data collection....................................................................................................................20
3.6 Data analysis.......................................................................................................................21
3.7 Sampling.............................................................................................................................21

3.8 Ethical considerations.........................................................................................................22
3.9 Limitation............................................................................................................................22
3.10 Reliability and validity......................................................................................................23
3.11 Conclusion........................................................................................................................23
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................48
5.1 General Conclusion.............................................................................................................48
5.2 Recommendations...............................................................................................................49
REFERENCES..............................................................................................................................51
Appendix........................................................................................................................................54
Questionnaire............................................................................................................................54

CHAPTER 1: INTRODUCTION
1.1 Background
In the era of competition, every company uses effective marketing and promotional tools in order to improve the shopping
experience of customers. Thus, most of the business are focused upon innovative marketing platform which in turn helps to grab
attention of many customers towards it. Grizane and Jurgelane (2017) stated that marketing innovation is all about implement new
idea or strategy which is completely differed from old one that assist to increase the sales of a business. In the same way, current study
is also helping to understand the customers opinions in regard to effective use of marketing platforms within business. Also, with the
help of such strategies, target audience can be reached in cost-effective and measurable way which in turn helps to improve the brand
loyalty and driving the online sales as well.
The study is based upon Lidl which is deal at retail firm and offer range of products to their customers with an aim to meet the
demand of customers. Currently the firm is operating over 10 thousand stores across the Europe and this is reflected that the firm has a
brand image at international level. Thus, by using the quantitative study, scholar will also try to investigate the customer’s opinion
about specific innovation marketing platform which in turn help a business to sustain the brand image at international level.
1.2 Aims, Objectives and research Questions
The aims of this research, therefore, are.
 To investigate customers’ opinions about innovative marketing platforms.
 Also, this research (although will be about customers pooled from the public who have shopped in Lidl store), it aims to
provide useful information on customer perspectives on the growing application of technology to improve the shopping
experience.

Objective:
1. To evaluate the perception of customers about marketing platforms
2. To assess the effectiveness of the marketing platform
3. To compare the effect of a marketing platform with the effect of sales in retail
Research questions:
1. What impact has the pandemic on customer’s perspectives about online marketing platforms?
2. What is the impact of estimation effectiveness of marketing platform and technology in retail?
3. What are the results of sales using marketing platforms and technology in retail?
1.3 Rationale
The reason for choosing this specific topic is such that in the competitive era, marketing play an important role in the success
of a business. As the competition is quite high in the market and that is why, companies are trying to attract users towards it by
offering range of innovative products along with marketing tool. Like, customer present their negative reviews upon social media
marketing platform which in turn affect the purchasing of other ones. That is why, by study on this particular topic, scholar is able to
present which marketing platform is better for companies. In addition to this, with the help of thematic analysis, investigator also
define ways through which an organization uses the best marketing tools to promote their products in innovative manner.
Apart from this, scholar also have their own interest to conduct the study on this topic because it helps to enhance their
knowledge and skills which can be used in their near future. Further, it is also analysed that research on marketing platforms and its
impact upon customer behaviour will assist scholar to provide an opportunity to raise their current skills so that it will helps to meet
the defined aim.
1.4 Scope of the study
The present study will be beneficial for different companies who are working in retail sector and this in turn helps to examine
different innovative marketing platform that assist to meet the range of customers towards it. With the help of present research,

different investigator also used the material as a secondary research in order to understand the concept of innovative marketing
platform. Thus, it will assist the readers to examine the trend or opinion of customers with regard to shopping experience and analyse
different ways through which the firm sustain the brand image at international market.
1.5 Structure of the dissertation
Chapter 1: Introduction
First chapter of dissertation which provides background related to topic, aim and objectives on which the study will be
conducted. Further, the section also elaborates the reason for choosing the specific topic, along with scope of research.
Chapter 2: Literature Review
Another chapter that is completely relied upon secondary research in which different sources are considered such as books,
scholarly articles and online websites. In this section, themes are designed by considering defined objectives in which scholar
supported the same through author's point of view.
Chapter 3: Research methodology
Third chapter in which scholar describes the ways through which the information will be collected in order to conduct the
entire research in precise manner. In this section, investigator considered all the important element of research methodologies such
that research approach, type, data collection methods, data analysis and sampling.
Chapter 4: Data analysis and discussion
Current section is based upon primary research in which scholar interprets the respondent's point of view in presentable
manner. Such that different graphs and tables are used in order to reflect the participant's choice. This is further supported by
secondary research that helps to exhibit conclusion pertaining to customer's views related to innovative marketing platform.
Chapter 5: Conclusion and recommendations

Final chapter of dissertation which summarized the entire chapter and define whether the defined aim and objectives are met or
not. With the help of this section, scholar is able to answer the research questions and then suggest different ways to Lidl through
which it uses the best marketing platform in order to increase its sales.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a scholarly paper that helps to critically analyse about relevant topic. In this scholar uses range of sources
such that books, article, online platform and journals in order to identify the customer opinion with regard to innovative marketing
platform. Also, with the help of author's point of view, scholar is able to collect information pertaining to research objectives.
Therefore, the present section will evaluate the perception of customers about marketing platforms by using relevant models and
theory. Further, the section also determines the effectiveness of the marketing platform which are used by the companies operating in
retail industry. Lastly, chapter compare the effectiveness of different tools used by the company in order to promote the products with
regard to sales of a business.
2.2. Customers Opinion on Creative Marketing Platforms
According to the view of Upadhya and Shusterman, (2019) Marketing platform refers to the platform where organization want
to engage with customers. With the respect to this it provides way of organizing experience of consumers with different channels and
application with common aim of customers involvement. Marketing platform is used by many companies in different methods. This
technique like publishing advertisement on newspaper, distributing templates, digital platforms like social media and email marketing
etc. which is making firm to be in position to take gain of maximum profit. On the other side Giunta, (2020) argued that Marketing
platforms increase cost of organization. Spending money on this channel can make company to lose a share of its profit margin. That
is why, most of the companies do not spend high amount because It might affect the financial performance of the company in opposite
manner. However, it is the only way that helps a business to promote the business towards further level and let other knows about new
offering which in turns assists to generate revenue sources as well.
With the views of Cheng, Lam and Chiu, (2020) Customer opinion on innovative marketing platform is beneficial for them. As
it helps the consumers to take services in convenient method and it keeps them aware of current trend, gives personalized services,

availability of huge variety. With respect to these consumers are able to compare products and services with other marketing
platforms. Platforms give the consumers availability of whole information about commodity and services for decision-making. Liu
and et.al., (2020) criticized that Customers get fall expectation of goods through this platform. Many times, consumers get confused
because of competition prevailing in market among firms. Marketing has reached that level where customers are getting interrupted in
each activity. Social media marketing, email marketing disturbs customer while using devices that irritates them and tend to avoid
those products and services.
According to Li and et.al., (2020) platforms of marketing help company to choose its targeted mass. With respect to this it also
provides company to platform through which it can be connected with customers. Which increases chance of company to share its
accurate information regarding new products and services. Sheiner and Lahav, (2020) stated that Platforms of marketing decreases
customer’s excitement of product. When they get information of launching new service or device through applications and channels of
marketing. Which tend to decrease sale of goods and services. And rises cost of company. On the others side Yahia, Al-Neama and
Kerbache, (2018) mentioned that company can measure its performance and improvement areas with help of these platforms. New
strategies can be made to improve customer’s satisfaction. With less cost and fewer efforts with resource of this. For example- Lidl
store uses Marketing platform that enables it to reach wide area of market and being able to be in position to get connected with
customers. It helps the company to share information regarding its discount and offers that firm willing to give in festival time. It also
enhances its brand image through digital marketing. So, using this can be beneficial for Lidl store.
Cheung, Pires and Rosenberger (2020) refer that company can face legal issues, environmental challenges. Low customer
response on marketing can decrease confidence of organization. It can lead to bad image of company when low reaction is received,
and it may decline its goodwill in marketing, so selection of suitable marketing platform is important to cover targeted audience.
Availability of several platforms can make confuse to firm. Ibrahim, Aljarah and Ababneh, (2020) criticized that choosing suitable
platform for marketing with the reference of targeted audience is very easy. In market huge options are accessible that assist
organization to choose good channel to increase its profit and decrease its cost.

Sanober and et.al., (2018) stated that there are range of marketing platforms available that helps company to increase the
overall brand image in which review in search ads is considered one of the most effective tool that helps the customers to increase the
loyalty. This is also considering one of the most creative marketing platform in which company is boosting their engagement. Apart
from this, Grizane and Jurgelane (2017) stated that customer’s voices on social media channels is another attractive platform that
engage customer towards it. Therefore, it can be stated that sharing a third party validation on social media also assists firm to increase
the company’s credibility and also boost their engagement so that they share a good relationship with customers for a long term.
Therefore, it is clearly reflected that with the help of effective tools or platforms, companies like Lidl and Aldi occupy their brand
image and attract new customers towards it as well.
2.2 Effectiveness of marketing platform
There are several platforms available for the intention of marketing that are easy adaptable and less expensive. Social Media
marketing is one of the best platforms in currents scenario. This is particularly because of customers most likely engagement platform.
With the help of this platform conveying message among consumers it becomes convenient method. Therefore, marketing
effectiveness is also measured by how well a company’s marketing strategies assists firm to increase its revenue while decreases its
cost of a customer acquisition. It is also realized that with the help of effective marketing strategies, company is able to win its
business and raise the brand image at global level. So, every country needs to measure their overall performance which in turn leads
to identify its own strength and weakness. Social media marketing can be used by all scale of companies as it encourages the sales
with low monetary value. On different side Zhang and Du, (2020) said that in competitive world using common platform like social
media is not a good option. Trying to find out methods of direct marketing like email marketing that can directly influence the
audience. It can make the perception of consumer of useless product when they seem to appear again and again. This results in
ignorance of product and service.