FY028 Inquiry Project: Customer Experience at Primark Oxford Circus

This report provides an evaluation of customer experience at Primark Oxford Circus in London, addressing the objective to analyze the concept of customer experience and identify business practices for enhancing it. The report begins with an introduction to the retail sector and an overview of current trends, including investment in omni-channel retail strategies, offering personalized customer experiences, leveraging digital and social media tools, and emphasizing sustainability. An analysis of Primark as an organization follows, highlighting its history, products, marketing activities, and focus on teamwork and customer satisfaction. The report concludes with recommendations for Primark, such as increasing sales opportunities, improving customer service practices, enhancing marketing efforts, utilizing digital and social media platforms, and adopting innovative technologies to improve overall business performance and customer loyalty. Desklib offers more resources like this, including past papers and solved assignments, to aid students in their studies.

Inquiry project

Table of Contents
Title: An evaluation into the study of customer experience at Primark Oxford Circus – London.. 1
Objective..........................................................................................................................................1
Questions..........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Trends in retail.............................................................................................................................1
Analysis of the organisation........................................................................................................3
Recommendations........................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

Title: An evaluation into the study of customer experience at Primark Oxford
Circus – London.
Objective
 To analyse the concept of customer experience.
 To identify different practices of business for increasing customer experience at Primark.
Questions
 What is the concept of customer experience?
 What are different practices of business for increasing customer experience at Primark?
INTRODUCTION
Retail is one of the largest sector that is providing different types of products and services in
order to meet different needs of customers. This can be describe as the market area which
includes several activities that consist of sales of goods and services directly to customers. There
are several well know and established companies in retail market area which is focusing of full
filling requirements of customers by offering high quality products and services (Macas and
et.al., 2021). This report is based on Primark company. In these report different trends of retail
has been analysed. It consist of the analysis of Primark company along with its offering to
customers. Apart from this, different recommendation has been determined in this report.
MAIN BODY
Trends in retail
Retail industry is growing very fast and it is providing different kinds of high quality
products in order to meet with the needs of customers. It has been analysed that it is crucial for
companies in retail sector to follow trends of the market area in order to successfully and
effectively conduct its business practices. There is high competition in retail sector of UK as
1

there are several companies that is performing its activities and task in significant manner. It has
been analysed that this will lead to have crucial impact on attracting more and more customers
towards business as well as increasing sales in market area. The trends in retail sector lead to
have major impact on performance and productivity of business. It is important that retail
companies are considering trends while performing its task so that desired objectives could be
timely accomplished. Trends of retail market area influence capability and functioning of the
business and it will directly affect capabilities of the company (Rocha, Meirim and Nogueira,
2021). There are different current and future trends in retail that is mention below in detail –
 Investment in omni channels retail strategies – Omni channel strategies is one of the
effective and efficient way that is currently trending in the retail market area. This is very
useful approach that could be consider by retail organisation as this allows to meet new
customers where they are along with the right message at the right time. It has been
determined that omni channel marketing will assist companies to deliver a unified
customer experience that is significant for acknowledging the previous touch points and
the customer journey. It is important for retail companies to develop effective and
accurate omni channel retail strategies so that it is able to attract more and more
customers towards business. Investment in the omni channel will help in enhancing sales
of business as well as lead to improvement in customer experience.
 Offering personalized experience to customers – It is crucial for companies to consider
personalized experiences to customers as this will help in enhance satisfaction level of
customers. There is trend in retail sector to offering personalized products and
experiences to customers in order to successfully meet with the needs and requirements
of customers. Now a days customers have different requirements and choose of products.
it has been identified that customers want to have unique products that is develop as per
according to their needs and requirements (Haralayya, 2021). Through this it has been
determined that retail sector companies needs to focus on identifying various
requirements of customers in order to offer personalised experience to customers. This
will lead to have positive impact on increase customer experience level as well as
influence large number of customers to purchase products.
 Digital and social media tools – There are different digital and social media tools that
could be consider by organisation in order to perform its task and practices in effective
2

manner. it has been analysed that retail companies are considering digital and social
media tools in order to attract more and more customers towards business as well as
providing them information about the company and its products or services. There are
different digital and social media tools such as Facebook, Instagram, Twitter, website and
many more. This is effective for influencing large number of customers towards business
and influencing them to purchase products and services.
 Sustainability – It is significant for retail companies to consider sustainability while
conducting its practices and task in effective manner. Sustainability business activities
can be describe as the consideration of eco friendly and accurate approaches that is
helpful for reducing the negative impact on environment (Ballantyne, Singleton and
Dolega, 2021). It is essential that retail companies to offer high quality products for
environmentally friendly shipping as well as sustainable packaging is becoming
increasingly importance for online retailers.
Analysis of the organisation
Primark is one of the well known company that is providing high quality products and
services to customers. This is an Irish fast fashion retail organisation and its headquarters is
located in Dublin, Ireland. Primark company was developed in year 1969 and founder of this
organisation is Arthur Ryan. This company is providing its products and services in order to
influence its customers towards business. The major products and services offered by respective
company includes clothing, cosmetics and house wares products. The first store of the Primark
company was open in Dublin, Ireland and it has operated 37 Penneys branded stores in Ireland.
In year 1973 this company is operate over 188 stores in the UK market area. in year 2006
Madrid, Spain this organisation has operated over 45 stores in Spain. In the year 2019, the
world’s biggest Primark opens in Birminghan, UK. This company is consider as one of the
leading retailer specializing in the sales of clothing, accessories as well as footwear products.
This is one of the largest company that is offering high quality products and services by
considering needs of customers (Botla, Thakur and Chauhan, 2021). The main aim of Primark
company is to bring affordable fashionable products to everyone around the world. Respective
organisation as stock of every products including from baby products to menswear, womenswear
3

and home products. Primark company is conducting effective marketing activities in order to
influence large number of customers towards company. It has been analysed that this
organisation is considering both modern and traditional approaches of marketing with the motive
of providing information to customers about the products and services of company. Through
effective and efficient marketing practices this company is able to provide information of the
company offering to customers and this will lead to attract more and more customers towards
business. This company is strongly believing in its values and its employees are excellent team
players. It has been determined that effective team working will lead to have significant impact
on overall performance and productivity of employees. The employees of Primark company have
effective skills and capabilities that is required for successfully and correctly conducting business
practices in accurate manner. It has been analysed that respective organisation is performing
different types of practices in order to increase team work activities and it will lead to have major
impact on overall growth and development of organisation. Primark organisation is able to carry
out its business practices in appropriate manner with the assistance of its employees and able to
attain desired objectives. Team work is one of the crucial part of organisation and this will help
in increasing capabilities of employees to accomplish set goals. It has been analysed that Primark
organisation is focusing on increasing customer satisfaction with the motive of increasing
customer loyalty. It has been determined that improvement in customer satisfaction will lead to
improvement in overall growth of business and help in developing better relationships with its
potential customers. Primark organisation is conducting various set of activities in order to
communicate with customers as well as developing better relationship with its customers. This
company is providing different creative offers with the motive of influencing large number of
customers towards company and it will lead to have positive impact on business and its practices.
Recommendations
There are different recommendations for retail companies to carry out its business practices
and task in significant manner. it has been determined that manager of Primark company to
consider these recommendation with the motive of successfully conducting its practices as well
as enhancing overall performance level of business. Different recommendations are mention
below in detail –
4

 Increase sales opportunities – It is recommended to Primark company to carry out
different sales opportunities practices with the motive of increasing sales in market area.
it is essential that sales of the respective company increases so that profitability of
organisation is enhanced. There are various sales channels that is significant for
influencing customers to purchase products and services of company. It is recommended
that Primark company is providing different offerings and sales discounts in order to
influence more and more customers towards business. Through this sales of respective
company products and services significantly increases.
 Improve customer service practices – It is essential for respective company to improve
customer services practices in order to develop better and effective relationship with
potential customers. it is important that Primark company is considering different needs
and requirements of customers while providing products and services. This will lead to
have positive impact on developing strong relationship with customers and improvement
in overall practices of business. Customers services of business lead to have major impact
on overall functioning and performance level of business. It is recommended that Primark
company is considering personalised service options with the motive of increasing
customers services. Through the support of offering personalised products and services
this company will be able to offer high quality services to its customers. It is
recommended that respective company is developing customer friendly policies for its
customers in order to overcome any issues or problems for its customers.
 Enhance marketing – Marketing is consider as one of the crucial element of business and
it is important that effective marketing practices are performed by respective company.
By enhancing marketing activities Primark organisation will be able to influence its
performance and activities in market area as well as lead to increase in sales. There are
different and creative marketing options which could be consider by organisation with the
motive of attracting more and more customers towards company. It has been determined
that through effective and efficient marketing practices respective company will be able
to improve information of customers regarding the products and service of the company.
 Digital and social media platforms – It has been recommended that respective
organisation is considering effective digital and social media platforms with the motive of
increasing communication with customers. There are several social media platforms such
5

as Facebook, Instagram and many more. All of these are effective in order to
communicate with customers and developing better relationships. Through this respective
organisation will be able to develop better relationship with its customers as well as
identify their needs and requirements. It has been determined that digital and social media
platforms are easy to use as well as cost effective for respective company.
 Innovative technology – There are different new and advance technology in market area
that needs to be consider by organisation with the motive of increasing its performance as
well as productivity level. It is crucial that new and creative technology is used by
Primark company so that it is able to carry out its practices in effective and efficient
manner. Innovative technology will help in making process of business easy as well as
lead to improvement in conducting organisational activities.
CONCLUSION
From the above report it could be concluded that companies dealing in retail sector needs to
consider different market trends with the motive of enhancing business practices. This will help
in providing guidance to organisation for improving team work activities as well as customer
satisfaction level.
6

REFERENCES
Books and Journals
Macas, C.V.M. and et.al., 2021, March. Inventory management for retail companies: A literature
review and current trends. In 2021 Second International Conference on Information Systems and
Software Technologies (ICI2ST) (pp. 71-78). IEEE.
Rocha, A.B.D.S., Meirim, M.O. and Nogueira, L.C., 2021. Trends in the E-commerce and in the
Traditional Retail Sectors During the Covid-19 Pandemic: an Evolutionary Game
Approach. arXiv preprint arXiv:2105.06833.
Haralayya, D., 2021. Retail Banking Trends in India. International Journal of All Research
Education & Scientific Methods (IJARESM), 9(5), pp.3730-3732.
Ballantyne, P., Singleton, A. and Dolega, L., 2021. A regional exploration of retail visits during
the COVID-19 pandemic. Regional Studies, Regional Science, 8(1), pp.366-370.
Botla, M.L., Thakur, A. and Chauhan, S., 2021. A COMPARATIVE STUDY ON CONSUMER
SATISFACTION AND EFFECTIVENESS OF RETAIL MARKETING STRATEGIES AT
RELIANCE TRENDS AND WESTSIDE. European Journal of Molecular & Clinical
Medicine, 7(8), pp.5810-5819.
Malenkov, Y., and et.al., 2021. Digitalization and strategic transformation of retail chain stores:
Trends, impacts, prospects. Journal of Open Innovation: Technology, Market, and
Complexity, 7(2), p.108.
Haralayya, B., 2021. Top 5 Priorities That will Shape The Future of Retail Banking Industry in
India. Journal of Advanced Research in HR and Organizational Management, 8(1&2), pp.17-18.
7