Mobile Marketing Effectiveness in UK Retail: A Case Study of M&S

This case study investigates the effectiveness of mobile marketing in the UK retail industry, using Marks and Spencer as a case study. The research aims to understand the concept of mobile marketing, analyze the effectiveness of M&S's mobile marketing strategies, and recommend improvements. The study employs a positivism research philosophy, a deductive approach, and a descriptive design, utilizing both qualitative and quantitative methods with primary and secondary data. Thematic analysis reveals that customers use the M&S mobile app for its ease of shopping, decision-making assistance, convenience, and reliability, with attractive features including discount coupons, payment methods, website design, and product images. Statistical analysis, including a Chi-square test, supports the hypothesis that M&S's mobile marketing is effective for shopping products and services in less time and cost compared to retail store shopping. The study recommends adding features like debit/credit card payment options, chat functions, suggest functions, and cash-on-delivery to enhance the mobile application's efficiency. Desklib provides access to similar case studies and solved assignments for students.

Research Project
TO DETERMINE THE EFFECTIVENESS OF MOBILE MARKETING IN RETAIL
INDUSTRY OF UK: A CASE STUDY ON MARKS AND SPENCER

Introduction
 Mobile marketing using application is increasing day by day
so, author has chosen this topic for investigation.
 Researcher wants to determine the effectiveness of mobile
marketing for customers and organization of retail industry.
 It has chosen Marks and Spencer for whole investigation.
 Structure of research is as follows:
 Introduction
 Literature review
 Research methodology
 Data analysis
 Conclusion and Recommedations

Aim and objectives
Aim:
“To determine the effectiveness of mobile
marketing in retail industry of UK: A case study on
Marks and Spencer”.
Objectives:
 To study the concept of mobile marketing.
 To analyze the effectiveness of mobile marketing
strategies used by Marks and Spencer.
 To recommend different strategies of mobile
marketing which can be used to improve
effectiveness at Marks and Spencer.

Description of research methods
 Positivism research philosophy
 Deductive research approach
 Descriptive research design
 Combined research technique (Qualitative and
quantitative)
 Primary and secondary data collection.
 Random number sampling method
 Thematic and statistical analysis

Data analysis: Thematic analysis:
Theme 1: Major reason behind the use of mobile application of Marks and Spencer by
customers for shopping purpose.
Easy for shopping Help in decision making Easier and convenient
to use
More reliable
0
1
2
3
4
5
6
7
5
6
4
5
What are the major reason behind the use of mobile application of Marks and
Spencer for shopping purpose?2

Theme 2: Most attractive features of
Mobile application of M&S for
customers.
Promotion through discount coupons
Payment method Design of website
Design of website
Images of products with prices
0 1 2 3 4 5 6 7 8
7
3
5
5
In the mobile application of Marks and Spencer w hat is the most
attractive feature for you?

Theme 3: Major effectiveness of mobile application of
M&S for customers at the time of shopping.
Helps in making
comparison between
products
Reduce time of
shopping
Increases discount
offers
Get information about
new and future coming
products
0
1
2
3
4
5
6
7
4
5
6
5
A s per your experience, w hat are the major effectiveness of
mobile application of M&S for you?

Cont…
 Statistical analysis: Chi Square test:
 Hypothesis 1:
 H0 = Null hypothesis = Mobile marketing of
application of Marks and Spencer is not very
effective for shopping products and services in
less time and cost as compare to retail store
shopping.
 Ha = Alternate hypothesis= Mobile marketing
of application of Marks and Spencer is very
effective for shopping products and services in
less time and cost as compare to retail store
shopping.

Cont…..
 Chi square test:
7. To which extent you believe that “Mobile marketing of application of Marks and
Spencer is very effective for shopping products and services in less time and cost as
compare to retail store shopping”?
S. No. Responses
No. of
response
s
% of
Response
s
1 Satisfied 15 75.0%
2 Neutral 2 10.0%
3 Dissatisfied 3 15.0%
Total responses 20 50.0%

Cont….
Observed (O) Expected (E) O-E (O-E)2 (O-E)2/E
15 6.67 8.33 69.39 10.40
2 6.67 -4.67 21.81 3.27
3 6.67 -3.67 13.47 2.02
Calculated value of Chi Square 15.69

Conclusion
 Findings of data analysis have reflected that
 Customers of the company uses mobile application for
different reasons such as mobile app is very easy for
shopping, help in decision making, easier and
convenient to use and more reliable for customers.
 Most attractive features of mobile marketing is
Promotion through discount coupons, Payment method
Design of website, Design of website and Images of
products with prices.
 Mobile marketing is effective for customers for making
comparison between products, reducing time of
shopping, increase sing discount offers and getting
information about new and future coming products.

Recommendations
 There are some complications in mobile marketing
so, Organization should add some important
features such as:
 Debit and credit card payment option
 Chat function
 Suggest function
 Cash of delivery option for improving efficiency of
mobile application.