Designing Interactive Websites: Impact on Customer Engagement Research

This research project investigates the impact of designing an interactive website for customer engagement, focusing on the retail industry. The study aims to understand the importance of interactive websites, analyze the benefits of customer engagement, and recognize the role of social media and technological advancements. The methodology employed includes an inductive research approach with a descriptive research design, using primary data collection and purposive sampling. The research findings highlight Sainsbury's recent adoption of social media, its positive impact on sales and customer relationships, and the preference of customers for platforms like Facebook. The report also emphasizes the cost-effectiveness of social media, customer satisfaction with online engagement, and provides recommendations for effective customer engagement strategies. The analysis is based on qualitative data and includes ethical considerations and limitations related to cost and time. The report concludes that interactive websites and social media are vital tools for enhancing customer engagement and driving sales within the retail sector.

Topic
Impact of Designing an Interactive
website for engaging with customers.
RESEARCH PROJECT

Aim
To design an interactive website for engaging with customers.
Objective of research
To know the importance of designing the website for customers in retail
industry.
To analyse the benefits associated with the engagement of customers
through interactive website.
To recognize the need base importance of adopting the measures of social
media and technological advancement for customers.
To recommend effective ways in order to engage customers on social
media to increase sales
Research aims and objectives

Research Methodology
Research Approach: Inductive
Research Design: Descriptive
Data collection: Primary method
Sampling: Purposive
Research philosophy: Interpretivism
Ethical considerations
Research Limitation: Cost & time
Analytical Approach: Qualitative
Reliability & Validity

Theme 1:Sainsbury have recently started using social media website
From above chart it can be interpreted
that Sainsbury have recently started
using social media website.
Employees of Sainsbury have shown
interest from last 5 months. 8
employees are using it from last 5
months while 1 is using it from last 1
year. Single person is using its
website from more than one year. So
recently, it has realised the
significance of digital technology.
Therefore, it from last few months
many employees are taking interest in
its use.
8
1
1
5 months
1 year
More than 1 year

Theme 2- Sainsbury have experienced good sales.
From the above chart it can be interpreted
that most of the employees of Sainsbury
believe in operating social media
websites because it generates good sales
thereby helps in profitability. Out of 20, 9
states that it helps in increasing sales
while 6 believes social media in
maintaining customer relationship. They
say that it helps social media helps in
knowing views and opinions of customers
more effectively. While, 5 employees
believe that it helps in effective online
payment system. Customers can buy
online with their own choice and safely
do payment. They can have look on
variety of choices related to products and
services..
9
6
5
Increased sales
Good customer
relationship
Effective payment
system

Theme 3-Customers mainly prefer Facebook as social media website
From above chart, it can be interpreted
that customers are using social
websites on large scale. Major social
websites are Facebook, Twitter and
Instagram. Through these online sites
they can easily show interest related
to different types of products, foods
items, places, pictures. They are
independent to post on their own.
Thus, out of 20, 10 employees
believe that customers mainly prefer
Facebook to comment on any picture
or product. While, 7 believe that
customers also use Instagram and
Twitter for their interest. But
Facebook is highly used by them. So
Sainsbury should use it as marketing
tool for its products.
10
7
3
Facebook
Instagram
Twitter

Theme 4: Sainsbury find social media helpful in generating customers.
From the above chart it can be
interpreted that majority of people are
in favour of social media for
increasing sales through customer
engagement. 13 people strongly agree
with the statement while 3 just agree
that it generates sales but not to
satisfactory level. On the other hand,
2 persons strongly deny with the
statement and follow face-face
communication style. They think that
social media is not so effective and
noteworthy. One person is neutral in
his views and has nothing to say
related to increment of sales. Thus,
there are different views for social
media related to generation of sales
of Sainsbury.

Theme 5: Social media is cost-effective
It can be interpreted that social-media is
cost-effective to Sainsbury. It doesn’t
need any kind of investment because it is
the cheapest marketing tool for the
promotion and advertisement of its
products and services. Out 20
employees, 13 are in favour of its cost-
effectiveness. They manage e-marketing
of the company and apply various
strategies online to attract customers.
According to them, social media has
become part of routine life so it is
important to update website on daily
basis and create pages on social media.
This create presence of Sainsbury in
competitive market. But 7 are old aged
employees. According to them, social
media is just a wastage of time and
physical presence of customers increase
their curiosity in products.

Theme 7: Customers are satisfied with online engagement.
It can be interpreted that out of 20
employees 9 are in continuous
contact with customers online
and so they think that customers
are highly satisfied. They take
care of their views and choices
and update pages accordingly on
social websites. While, 2 persons
are having are negative opinions.
Single person is highly
dissatisfied and is of traditional
mentality.

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Sanderson, J., Snyder, E. and Gramlich, K., 2015. Social media policies within NCAA
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Anwar, C. and runi Kusumawarni, W.O., 2018. A Descriptive Analysis of Young
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