MKT Module: DTECH Audio Services and Retail Marketing Report Analysis

This report provides an in-depth analysis of DTECH Audio, a retail company specializing in audio equipment. It begins by comparing multichannel and omnichannel marketing strategies, highlighting their differences and applications within the company. The report then delves into key customer experiences, examining the five dimensions of customer delivery systems, service quality, and customer satisfaction. A detailed discussion of the marketing mix, encompassing product, promotion, and other elements, is also included. Furthermore, the report identifies a key competitor, Fortress, and recommends the adoption of augmented reality (AR) technology to enhance its business operations. The analysis concludes with an assessment of how AR could improve existing service quality perceptions and drive sales within the retail sector. The report leverages academic literature to support its claims, and provides practical insights into retail marketing strategies and technological advancements.

Running head: SERVICES AND RETAIL MARKETING
SERVICES AND RETAIL MARKETING
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction......................................................................................................................................2
Question 1........................................................................................................................................2
Multichannel vs. Omnichannel....................................................................................................2
Key customer experiences...........................................................................................................4
Five dimensions of customer experiences...............................................................................4
Service quality.........................................................................................................................5
Inter-personal relationship.......................................................................................................6
Marketing mix.............................................................................................................................7
Question 2........................................................................................................................................8
Conclusion.......................................................................................................................................8

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Introduction
The chosen company is DTECH audio company private limited. It is a very popular retail
company in Hong-Kong (Adapa et al. 2020). They provide different kinds of microphones like-
cable microphones, instrument microphones and many others.
This report discusses the comparison between multi and omnichannel, key consumer
experiences, key service quality issues and the 7P principle of the marketing mix (Adapa et al.
2020). It also discusses the competitor of the suggested company as well as recommended
technology.
Question 1
Multichannel vs. Omnichannel
Multichannel marketing can perform the interaction with the customers on different
platforms of DETECH audio company. The channel may have cable micro-phone, instrument
microphones, and wireless microphones and conference microphones. Omnichannel marketing
refers to the multi-channel sales of DTECH audio company limited. It gives integrated shopping
experiences to the potential consumers of the company. A customer can perform online shopping
from a desktop or mobile device (Agarwal and Dixit 2020). It can be performed with the help of
a phone and a brick and mortar store. The experiences will be seamless.
The main target of the multi-channel approach of the company is to receive the word-out
with the help of the maximum possible number of channels. It is totally related to the casting of
the widest net for getting most of the customer engagements. With the help of a multi-channel
strategy, two or more channels are used to involve the consumers of the company. The Omni-

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channel approach of the DTECH audio company private limited provides the inter-relation to
every channel for engaging with the consumers (Agarwal and Dixit 2020). By using this
approach, a company has wonderful experiences with the brand for every channel. It is used by
the company to establish a good relationship between the consumer as well as the brand.
The multi-channel approach is simple distribution of messages and it encourages the
customer to call on action for DETECH audio company. The omni-channel method also follows
the same procedure but there is some extra effort is necessary (Agarwal and Dixit 2020). It helps
the consumer to constantly get in touch with the consumer. It collects the data from the consumer
to learn the details about them. It highlights some specified areas which require more effort than
omni-channel.
Omni-channel is entirely based on the service provider, not based on the channel of
DETECH company. It makes very easy experiences for the shopper. It indicates that it provides
consistent management (Adapa et al. 2020). On the other hand, multichannel provides several
different channels like social media, mobile, email and many others. Eachand every channel is
different from the other. They are also independent. It can work smoothly in vacant place. Every
channel has its own methodology and targets.
Key customer experiences
Five dimensions of customer experiences
There are five dimensions of the customer delivery systems in the currently deployed
channels of DTECH audio company private limited. These are as follows:
 Ecosystem

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This system refers to the cultural as well as a foundational system of the company
(Agarwal and Dixit 2020). It helps to give lots of experiences to the company. They
appointed potential staff in their retail stores situated across the globe. It helps them
to gain good customer experiences.
 Delivery
For providing the successful delivery of their electronic goods, DTECH audio company
private limited establishes efficient communication among various departments (Kotabe
and Helsen 2020). It can be performed with the help of cell phones, video chat, email,
and many others. Also, they implement an efficient communication strategy among their
distributors so that the product delivery is performed successfully.
Service quality
Service quality is an important factor in the retail industry. According to Parasuraman et
al. (1988), service quality is elaborated as the global judgment or behaviour that is related to the
entire experiences of a particular service (Thomaz et al. 2020). It describes a comparison
between consumer needs and consumer approach. Good quality of services helps a company
establish a long-lasting relationship with its potential consumers. DETECH audio company
private limited is giving their best to provide outstanding service quality to their potential
consumers.
Satisfaction
Customer satisfaction is an important part of the retail industry sector. DETECH audio
company tries its level best to achieve the highest consumer satisfaction. They try to meet all the
expectation of the consumers (Wibowo 2020). They gather feedback from the consumer and

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perform the requested modifications in their business. It helps them to improve their business.
They are always responsive to achieve 100% consumer satisfaction.
Branding
For performing the branding, DETECH audio company takers some simple steps.
1. They create an excellent logo
2. They add their brand to others.
3. They design their templates and develop the standard of brands for marketing of their top
rated electronic goods (Pantano, Giglio and Dennis 2020).
4. They provide consistent branding of their products.
With the help of above mentioned strategies, the company achieves their top rated
branding.
Marketing mix
 Product
Company authority always monitors the quality of its electronic products.
Sometimes it happens that their products are not suitable for the current marketing
standards (Gómez-Suárez et al. 2020). It hampers the popularity of the company.
 Promotion
For this, the company uses social and print media. It helps the company to reach
the number of consumers. Sometimes it exceeds the budget which affects
ROI of the company (Das and Nayyar 2020).

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Question 2
 Main competitor of the chosen retail company is Fortress (Adapa et al. 2020).
 Fortress Company can use augmented reality to enhance their business.
 With the help of augmented reality, augmented reality helps to increase the sales
of their retail store (Adapa et al. 2020). It helps then to collect large amount of
consumer information regarding their potential consumers. It helps to make the
store more customized. It helps the company to perform the shelf identification as
well as reporting of the missing items. It provides warnings to those items which
are not properly placed. This technology makes the store smoothen up and it helps
the dealers to get the shortest route to get the desired product (Agarwal and Dixit
2020). With the help of the AR mobile applications, customer can easily get their
respective shopping list. It helps the consumers to try 3D products virtually. AR
provides customizable UX content. It meets the needs of the user. This feature of
augmented reality helps the architect a lot. With the help of this they will be able
to customize the design in real time as per the requirement provided by the client.
For the owners of the retail stores of Fortress, augmented reality helps to increase
the number of sales of the store. At present sixty percent of the shopkeepers
observes the information of the product and prices with the help of the mobile
based applications. This technology helps to meet the requirement of the owner of
retail store. Application users can watch the videos of several products of Fortress
Company or forward the product to their friends. They can get this information in
online. But AR technology helps to connect between online and offline shopping
method (Kotabe and Helsen 2020). It helps to generate more compact

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experiences. If the consumer wants to collect thee data without any effort then the
user can use this technology. This technology is innovative as well as mainstream.
Fortress Company uses geolocation as well as augmented reality to generate an
invisible pop-up shopping. It is used to promote the limited edition of their
product. It helps to optimize the warehouse space such as SAP and Vuzix. It helps
to improve the navigation of the warehouse territory when many inventory items
are involved. It helps to keep the retail store closer to the consumers. The
company does not have to pay any kind of inventory cost as well as long lines.
Brands can able to promote their products which direct the user to extra web
content. It produces the product video as well as coupons. The projected view of
the catalog gives a consumer a real time view of the product. With the help of the
augmented technology, the consumer can get the merchant’s offer and purchase
accordingly. Augmented reality enabled store windows makes the consumer
surprise inside the retail store of Fortress.
Conclusion
Retail marking has become a large business in this globe. The DETECH audio company
provides lots of electronic products through the retail marketing. Their business is sophisticated
as well as centralized. Now-a-days the retail companies are using latest technologies to achieve
the highest consumer satisfaction. The main challenge for the retailers is to provide strong retail
brand to get strong consumer relationship. For improving the consumer experiences, augmented
reality is a great factor. It helps a lot to the retail store owners to increase their sales. AR is future
of the retail sector in online and offline version. This technology helps the consumer to perform

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the shopping in a frequent manner. At the end, it can be said that retail sector helps a lot for the
growth of a country.

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