Consumer-Led Marketing: Social Media, Debenhams, and Shopping Lovers

This report delves into the realm of consumer-led marketing, highlighting how businesses adapt to customer needs and preferences, particularly through social media. It examines the strengths and weaknesses of social media platforms and the opportunities they present for attracting customers. The report uses Debenhams as a case study, exploring its communication tools, including its website and visual merchandising. It also investigates the potential of integrating the Shopping Lovers blog to address gaps in Debenhams' current communication strategies. The analysis covers the challenges faced by Debenhams, such as website issues, and how the blog could improve customer engagement and brand perception. The conclusion underscores the transformative impact of social media on marketing and the importance of leveraging it for business growth.

Consumer led marketing
1

Table of Contents
INTRODUCTION ...............................................................................................................................3
Introduction of Social Media...........................................................................................................3
Strength and weaknesses and challenges and benefits of social media...........................................3
Two existing communication tools for Debenhams brand..............................................................5
Gap Debanhams have and why they choose Shopping Lovers for their brand...............................6
CONCLUSION....................................................................................................................................6
References............................................................................................................................................7
2

INTRODUCTION
Consumer led is the response of companies to the needs and desires of consumers in market. On the
basis of consumer preferences companies produce products. They produce those products more
which are buy and loved by clients more (Couldry, 2012). Companies are using social media for
fulfilling demands of their clients by providing them easy and simple access (Patino, Pitta and
Quinones, 2012). This present study consists of strengths and weaknesses of social media along
with the opportunities firms get to attract their customers. For explaining communication tools of
blogs, brand Debenhams is considered. IN the end, complete report is concluded in the form of
summary with the key findings.
Introduction of Social Media
In today’s scenario, social media is considered to be one of the top-notch computer mediated
tool which are used by people and companies to share information, videos, ideas and pictures in
virtual world by the help of internet network. Social media are different from industrial media in
various forms which includes quality, reach, usability, immediacy, etc (Patino, Pitta and Quinones,
2012).
Along with this, it has many forms of technologies such as blogs, business networks, social
networks, social gaming, forums, etc which helps organisations in interacting with customers and
fulfilling their demands by providing them information about company's services and products.
They can get information regarding offline users by using mobile social media applications.
Companies get all details of customers related to their activities on their sites such as exact
time of user when he open site, enter an outlet, close site and other activities doe by him during
access of site (O'Keeffe and Clarke-Pearson, 2011). These technologies provide firms opportunities
to develop strong and loyal relations with customers, to promote and advertise their products in
better way, etc. There are different social media monitoring tools available in market which helps
organisations in searching, tracking and analysing the conversations takes place on web related to
their products, brands, services and other topics of interest. This information helps organisations in
analysing their market positions, customers review towards their services or products etc. People
are preferring social media for getting news rather than reading newspapers or watching televisions.
According to a study it is found that three-fourth people get news from e-mail or social media sites.
Social media has changed the world in such a fast speed that people could never have thought
before. It is being used by people and companies to shape world's culture and other features. It has
accelerated the rate of information sharing, relation developing and influencing individuals
(Gerbaudo, 2012).
3

Social media has got many features. It is only account of the mentioned features that these can be
applied anywhere and to a given type of user interface. The first features the presence of a simple
interface. It is on account of using colour scheme and graphics that is quite simple (Patino, Pitta and
Quinones, 2012).
. The colour usually used in this context id few and has a presence of slight monochromatic
variations. In the same way, there is also a feature of Good search functionality which is a must on
account of vastly available information on the net. However it is also true that search options have
got a presence of multiple dimensions in terms of traditional content search, social applications.
Some of the social media have further got buttons and links that should be placed on every page.
The links are crucial so as to navigate to other areas (O'Keeffe and Clarke-Pearson, 2011). On the
other hand, it may further let the user adjust with a specific application functions. In the same way
social media further allows for providing a meaningful organization and presentation of information
so as to make the content readable. It can further ensure that users are able to properly scan as well
as perceive the content in the best possible manner. In the same way, a good social media site is the
one that treat text as a form of content. In this regard, the content can be regarded as a huge text
block which has an incorporation of subtle variations of text colour, font size as well as background.
In the same manner, the links to presentation further makes sure that the user is able to have content
more accessible. Other than this, web forms as well as site can be regarded as one of the most
crucial element of social media. These have been used in everything starting from sign up to search,
posting a reply as well as adding some content.
Strength and weaknesses and challenges and benefits of social media
Understanding the Strengths, weaknesses challenges and benefits of social media is of huge
importance so as to make them more user friendly. They can further assist the researcher to enhance
the knowledge in this area. Hence, these have been described in the points given below.
Strengths:
 People can share and discuss their ideas, thoughts, ask questions, queries, etc easily.
 It has facilitated open communication and transparency among the people and organisations.
 Proper utilisation of resources and manpower with effective time management and
communication which leads to better management. It has provided a opportunity to expand the business at global level and to influence global
audience (Filonchuk, 2013).
Weaknesses:
 It is difficult to maintain and manage social media campaign
4

 There is lack of tools for tracking and monitoring the outcomes of social media campaign
 Use of social media for marketing, advertising and promoting products or services is a time
consuming process (Lebar and Blackston, 2015).
 It has negative effect on employees performance as they waste their time in using social
networking sites such as Twitter and Facebook.
 It is affecting the health of individuals both mentally and physically (Patino, Pitta and
Quinones, 2012).
The benefits and challenges of social media are explained below.
Benefits:
 Companies can do utilise social media sites for promotion, discounts and special offers for
attracting customers of diversified field.
 It provides firms the opportunity of partnership with publisher or advertiser.
 Provide benefits of joining online presence where firm's are not exist in current scenario
(O'Keeffe and Clarke-Pearson, 2011).
 It has provides new targets and niche markets to organisations which are broached (Braun,
2013).
Challenges:
 It has increase cyber-crimes such as hacking, phishing, clickjacking, spam, etc.
 Integration of social media into the complete organisation is a challenging task (Ting and
Lim, 2012).
 Companies face challenges in discovering the right tool for managing and mentoring social
media activities (Hutchins, 2015).
Two existing communication tools for Debenhams brand
Owing its existence to UK, Debenhams is a public limited firm operating in a department
store format. This has expanded itself across the globe and has franchise stores. Use of
communication tools by Debenhams for attracting people are explained below.
Website (Www.):
Internet and social media have provided companies new way to interact with their customers
and to attract them towards the products and services. Debenham has also developed its online
shopping website for increasing its number of customers and profitability (Ting and Lim, 2012). It
has categorised whole website according to the customer type, choice and interest. Company can
5

communicate with global customers in more effective ad proper manner. Various tools and
applications helps company in tracking and analysing the customer activities for knowing
customer's perception and views related to the products and brands (Househ, Borycki and
Kushniruk, 2014). They provide attractive discounts and offers for attracting people and also deliver
their services effectively to increase its preference among customers (Byrne, Holmes and Rowley,
2013).
Visual Merchandise:
The concept of Visual merchandising is all about making sure that there is a use of displays in such
a manner so that the sales can be maximized. The goods or services should be displayed in such a
manner so as to highlight the overall features and benefits.
This is an activity and profession for creating distinct image of brand which helps in
attracting people and maximizing sales. Debanhams display its products of various designers to
highlight their features and benefits. These display of products attracts, engage and motivates
customers to buy them (Zeng, Hall and Pitts, 2012). Company picks products for display according
to the culture, season, trends and consumer behaviour which inspire customers to purchase them.
This gives company an opportunity to interact with people to understand their perception and
choices. By treating customers well and offering them special services company satisfy customer
needs (What is visual Merchandising. 2013).
Integration of Shopping Lovers with communication tool of Debanhams
Shopping lovers is a blog related to the garments and accessories which provide people
information related to the various brands of various products such as handbags, shoes, clothes and
other accessories. It is one of the popular blog which updates people about latest trends, various
styles and fashion and guide them to follow the trend which suits them best. This blog provides
information of unisex garments and accessories to people who love shopping for making their
shopping enjoyable and interesting (Shopping Lovers. 2015).
This blog can interact with Debanhams through providing information related to the
products and services of Debanhams so that people give it a trial. It can also add review of
customers towards brands which helps in communicating them right message related to quality and
price of products. With its information, blog can also give the link of website so that people can
easily access it for their use (Ting and Lim, 2012). It can also upload pictures and videos of
product displays and stores for communicating people in effective manner. By adding information
of designers, their designs, various brands used by Debanhams they can motivate people to choose
them. Shopping Lovers can create one full page for Debanhams with its news, new trends,
upcoming trends, etc which aware users about the brand image and reputation (Hansen, Jaeger and
6

Bertot, 2012).
Gap Debanhams have and why they choose Shopping Lovers for their brand
There are some problems and gap in communication tools of Debanhams which make it to
choose Shopping Lovers blog to increase its market value and number of customers. At the website
of Debanhams, even after cancelling of products they do not flag out of stock items which create
problem for customers. It is not fixed that customer will get email notification on ordering or
cancelling of any order which confuses customers. Sometimes customers do not get the same
product they order which dissatisfies them and make them not to order products from this website.
These all issues related to the shopping website of brand is decreasing the number of
customers as it is unable to provide them quality services which people are expecting to it. Due to
these reasons Debanhams needs to choose Shopping Lover blog so that it can influence people from
its trendy, attractive and loving designs (Thadani and Cheung, 2012). By using blog, it can provide
various information to the customers and can solve their queries and issues by replying them and
explaining them the changes they apply in their products and services as per people demands. By
integrating with the blog, brand can upload images and videos of its stores for informing people
about new trends and outlets. This blog will work as bridge for Debanhams and its customers and
leads to make a good image of brand among them (Debenhams' delivery service throws in the towel.
2015).
CONCLUSION
Social media has changed the scenario of world totally and give it a new picture. It has
brought lots of opportunities and challenges for the organisations and people. Now a days,
companies are using it for their growth and success by satisfying their customers. They are
interacting and communicating with people in more effective and proper way for knowing their
perception and demands. Debanhams is one of the popular brand of UK which has its own shopping
website but due to some issues people are moving away from it. For influencing and attracting
people it can use Shopping Lovers blog and can able to know the reviews of customers towards it.
These reviews and thoughts helps brand in bringing appropriate change.
7

REFERENCES
Books and Journals
Hansen, D., Jaeger, P.T. and Bertot, J.C., 2012. The impact of polices on government social media
usage: Issues, challenges, and recommendations. Government Information Quarterly. 29(1),
pp.30-40.
Lebar, E. and Blackston, M., 2015. Constructing consumer-brand relationships to better market and
build businesses. Strong Brands, Strong Relationships. pp.376.
Braun, M.T., 2013. Obstacles to social networking website use among older adults. Computers in
Human Behavior. 29(3). pp.673-680.
Thadani, D. R. and Cheung, C.M., 2012. The impact of electronic word-of-mouth communication:
A literature analysis and integrative model. Decision Support Systems. 54(1). pp.461-470.
Couldry, N., 2012. Media, society, world: Social theory and digital media practice. Polity.
Gerbaudo, P., 2012. Tweets and the streets: Social media and contemporary activism. Pluto Press.
Byrne, A., Holmes, A. and Rowley, J., 2013. Mobile shopping behaviour: insights into attitudes,
shopping process involvement and location. International Journal of Retail & Distribution
Management. 42(1). pp.25-39.
Househ, M., Borycki, E. and Kushniruk, A., 2014. Empowering patients through social media: the
benefits and challenges. Health informatics journal. 20(1). pp.50-58.
Ting, D.H and Lim, W.M., 2012. E-shopping: An analysis of the uses and gratifications theory.
Modern Applied Science. 6(5). pp48.
O'Keeffe, G.S. and Clarke-Pearson, K., 2011. The impact of social media on children, adolescents,
and families. Pediatrics. 127(4). pp.800-804.
Patino, A., Pitta, D.A. and Quinones, R., 2012. Social media's emerging importance in market
research. Journal of Consumer Marketing. 29(3). pp.233-237.
Zeng, L., Hall, H. and Pitts, M.J., 2012. Cultivating a community of learners: The potential
challenges of social media in Higher Education. pp. 111-128.
Online
Debenhams' delivery service throws in the towel. 2015. [Online]. Available Through
<http://www.theguardian.com/money/2010/feb/19/debenhams-delivery-problems>.
[Accessed on 24th December 2015]
Filonchuk, O., 2013. SWOT Analysis of a typical start up social media strategy. [Online]. Available
Through <http://www.link-assistant.com/blog/swot-analysis-of-a-typical-start-up-social-
8

media-strategy/>. [Accessed on 24th December 2015]
Hutchins, B., 2015. The 3 biggest challenges o social media in 2015. [Online]. Available Through
<http://www.business2community.com/social-media/the-3-biggest-challenges-on-social-
media-in-2015-01354164>. [Accessed on 24th December 2015]
Shopping Lovers. 2015. Online]. Available Through
<https://market109.wordpress.com/2015/11/13/popularity-of-online-shopping/>. [Accessed
on 24th December 2015]
What is visual Merchandising. 2013. [Online]. Available Through
<https://avisualspace.wordpress.com/tag/what-is-visual-merchandising/>. [Accessed on 24th
December 2015]
9