A Study on Tesco's Interactive Website for Customer Engagement

This report analyzes the benefits of designing an interactive website for customer engagement, focusing on a case study of Tesco. The research aims to assess factors in website design for the retail industry, analyze advantages of customer interaction, and determine the significance of an interactive website for customer relationships and its benefits to retail organizations like Tesco. The study employs both primary and secondary data collection methods, including surveys and literature reviews, to gather information on customer satisfaction, cost-effectiveness, website features, social media challenges, customer relationships, employee efforts, and the website's impact on customer base. The findings, interpreted through graphs and discussions, highlight customer satisfaction levels, the cost-effectiveness of the website, the importance of comprehensive features, the challenges of social media, and the impact of websites on building customer relationships. The report concludes with recommendations for improving customer engagement through interactive websites.

MANAGING
SUCCESSFUL
BUSINESS PROJECT
1

Table of Contents
MANAGING SUCCESSFUL BUSINESS PROJECT..................................................................1
Research Aims: .............................................................................................................................3
Research objectives:.......................................................................................................................3
Appropriate Project management Plan..........................................................................................3
Primary/Secondary data Research to receive information.............................................................3
Finding and interpretation..............................................................................................................4
Theme 3: Features should be covered in interactive website of the company..............................6
Discussions and conclusions........................................................................................................14
Recommendation:........................................................................................................................16
Reflection....................................................................................................................................16
Performance Review....................................................................................................................16
REFERENCES.................................................................................................................................18
2

Research Aims:
To explore the benefits of designing an interactive website for effectively engaging with
customers – A study on Tesco.
Research objectives:
 To assess the factors associated with the designing of an interactive website for customers
in retail industry.
 To analyze the advantages of engaging with customers through an interactive website.
 To determine the significance of interactive website with customers and its benefits to the
retail organisations like Tesco.
 To identify the need base requirement of adopting the measures of technological
advancement and social media on customers (Li, 2014).
 To recommend more effective ways to engage with customers with the framing of
interactive website.
Appropriate Project management Plan
Primary/Secondary data Research to receive information
1. Do you think website will satisfy customers in all respects?
 Yes
 No
 May be
2. Is this website cost-effective?
 Yes
 No
 May be
3. Does this website covers all features of Tesco company?
 Yes
 No
 May be
4. Are employees putting efforts to build a satisfactory website
 Yes
 No
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 May be
5. Does social media is facing challenges in competitive market?
 Yes
 No
 May be
6. Is this website useful for building strong customer relationship.?
 Yes
 No
 May be
7. Do you think website can increase customer base line by connecting with people?
 Yes
 No
 May be
8. Is training of social media important for employees in current era?
 Yes
 No
 May be
Finding and interpretation
Primary data collection
Theme 1: Customers satisfaction of website of Tesco company
Do you think website will
satisfy customers in all respects? Frequency %
Yes 12 60.00%
No 7 35.00%
May be 1 5.00%
Total 20 100.00%
4

Interpretation:
From the above graph it can be concluded that 12 persons are satisfied while 7 persons are
not in favour of this website. Only single person thinks that this website doesn't meet the demands
of customers. All customers are moving towards digital technology so it would be a platform to
approach them directly and collect their views and sort out their complains.
Theme 2: Cost-effectiveness of website in many ways.
Is this website cost-effective? Frequency %
Yes 15 75.00%
No 4 20.00%
May be 1 5.00%
Total 20 100.00%
5
Yes No May be
0
2
4
6
8
10
12
14
12
7
1
Frequency

Interpretation:
This graph shows that many people think this website is cost-effective. Almost 15 people
are in favour of this question. But 4 totally deny and one person thinks that this may or may strike
cost factor. Thus, from 20 people frequency of 75% are in favour of this website. Thus, creating
website for customers is affordable and can generate leads for company as best salesperson. These
days large payments are demanded by image owners so it is important for a website to be in a
budget of organisation. Business can be promoted on various social media sites by creating
professionally designed pages on Facebook, Twitter, You tube etc.
Theme 3: Features should be covered in interactive website of the company.
Does this website covers all
features of Tesco company? Frequency %
Yes 13 65.00%
No 4 20.00%
May be 3 15.00%
Total 20 100.00%
6
Yes
No
May be
0 2 4 6 8 10 12 14 16
15
4
1
Frequency

Interpretation:
It can be interpreted that 13 people think that this website have complete features and 4
think replies of 4 are negative. These people are having views that website of the company is easy
to access and loads fast. It has responsive design and impressive social media integration. While
other thinks that it lacks many important features. They think that it this website doesn't have
appropriate up gradation of recent product trends. Customers' analysis is important to increase
profitability and sales. Only 3 persons have common views regarding its features.
Theme 4: Challenges of social media in competitive market.
Does social media is facing
challenges in competitive
market? Frequency %
Yes 15 75.00%
No 3 15.00%
May be 2 10.00%
7
Yes
No
May be
0 2 4 6 8 10 12 14
Frequency

Interpretation:
From the above graph it can be interpreted that social media is facing tough challenges in
the competitive market. 15 people think that many websites are competing to survive and
providing platform to many companies for marketing. Popular social media sites are Facebook,
Twitter and many more where customers can easily interact and share their views. Many
companies can do marketing on these sites and connect with customers but they are facing
challenges and threats like stealing of copyright. Other social media sites are thriving to prove
themselves and are doing their level best to prove themselves.
Theme 5: Usefulness of customer relationship through website of Tesco
Is this website useful for
building strong customer
relationship.? Frequency %
Yes 14 70.00%
No 2 10.00%
May be 4 20.00%
Total 20 100.00%
8

Interpretation:
From the above graph it can be interpreted that building a website is very useful for strong
and loyal customer relationship because it helps in progress and growth of business activities. This
graphs shows that almost 14 people believes in this management plan. Building a website helps to
communicate with customers in easy way. Higher authorities are in regular touch with their
existing customers. They also get to know their likes and dislikes. For any organisation customers
are first priority and building strong relationship with them helps to capture the market and
maintain pace with other similar competitors. Only 2 people denied who follow traditional path
and do not browse websites.
Theme 6: Efforts of employees to build website
Are employees putting efforts to
build a satisfactory website Frequency %
Yes 16 80.00%
No 3 15.00%
9
Yes
No
May be
0 2 4 6 8 10 12 14 16
Frequency

May be 1 5.00%
Total 20 100.00%
Interpretation :
From above graph it is interpreted that majority of people think that employees of Tesco
are putting their efforts to build a website which responds on time. While only 3 people think that
they are not so much dedicated to their work. More training and attention has to be given to them
so that a powerful website can be designed and customers can easily operate it. Graph is in favour
of Tesco company. Thus, people are satisfied with the services of it. Employees are putting their
best efforts to create a useful website so that grievances of customers can be listened and sorted
out.
Theme 7 : Use of website to increase customer base line.
Do you think website can
increase customer base line by
connecting with people? Frequency %
10
Yes
No
May be
0 2 4 6 8 10 12 14 16 18
Frequency

Yes 12 60.00%
No 5 25.00%
May be 3 15.00%
Total 20 100.00%
Interpretation:
It can be interpreted from the above graph that 12 people believes in maintaining loyal
customer baseline through digital technology. In today's era technology is so much advanced and
sophisticated that customer mainly depend on websites for their bookings and for selection of
products. People interact on social media for daily and digital technology is a part of their routine
11
Yes
No
May be
0 2 4 6 8 10 12 14
Frequency

life. While, 5 people are not in favour of maintaining pure customer base line. They think that face
to face interaction is more useful rather than collecting information through websites. Thus,
websites help to maintain customer base line which is the root of every business growth.
Theme 8 :
8. Is training of social media
important for employees in
current era? Frequency %
Yes 16 80.00%
No 3 15.00%
May be 1 5.00%
Total 20 100.00%
12

Interpretation:
From the above chart it can be analysed that many people think proper training and
sessions are required to operate websites in systematically. Employees should be properly trained
and qualified for this type of work. 16 people are in favour and only 3 persons neglect the point of
training for social media websites. Every person should be aware of handling electronic devices in
proper manner. Customers use sites at large scale. Thus, Primary data collected shows that
customers are in favour of creating website which needs improvement at large scale.
Secondary data collection:
According to Wong, Leung and Law, (2018) to research conducted says that using e-mail,
social media websites, mobile devices are very useful and easy to access. Business can obtain clear
competitive advantage through responsive customers and their complaints. These customers
present their problems on sites and share their views among themselves. More sophisticated
techniques and tools are developed for gathering their information. It helps to maintain customer
relationship management and helps in customer interaction which results in knowing their
demands. It helps in self service optimization and increases effectiveness of workforce. By
13
Yes
No
May be
0 2 4 6 8 10 12 14 16 18
Frequency

developing a website staff is encouraged and business processes are automated. According to
Toufaily and Pons, (2017) the author, through websites market can be easily targeted and thus a
bunch of customers can be captured which creates customer baseline. Main aim of Tesco is to
create loyalty that can be generated by gaining deep insights from customers. Digital technology
helps in analysis of their preferences and priorities. Customer can be easily understood by
knowing their actual orders and can be felt better. Customer's time is consumed and operator chats
with them regarding their views and current trends. As per the view of Toufaily and Pons, 2017
Interactive web design helps in engaging visitors and customers with relevant experience. It helps
in to determine company's competitors and provide customer satisfactory service. There is a
common customer psychology that a trust is developed through digital platform and business gets
little investment too to increase their business. According to Salem and Čavlek, 2016 trust is
developed guest becomes paying customer soon. It not only interacts but also helps in
measurement of customer preferences. A type of statistics is prepared by higher authorities. From
the research it can be analysed that customers are lifeblood of any company. It develops emotional
connections and targets a segment of customers. Tesco. Itself is a brand so it uses its brand for
marketing purpose to increase customer loyalty, cut rates and charge minimum prices for products.
It proves that they are actually linking with real persons and not the fake ones. Brand image or
logo should have strong impact on them and e-mail sent by existing customers should be
answered on the spot. They should not remain pending. If required brand ambassador helps more
to grow business. Online community forums helps in discussions and answer queries of customers.
It sets discussions on regarding information of the company and finally information collected is
analysed and taken care of.
Social media helps in determining goals and objectives of company. Persons who are not
involved in social media are not aware of current trends and fail to respond and engage
themselves. It is a key to understand customers and converse with them who are actually hanging
out on this platform. Tesco can achieve its communication aims and outcomes can be measured
easily. Technology helps in bringing ideal customers and knowing customer's pains, habits,
motivations, skills, obstacles and this is cheaper to compared to other sources. To connect with
client various tactics and channels are chosen which brings out the return. It is important to notice
what type of specific network customers are using. Organisation have to be there for to market its
products and services (Gandomi and Haider, 2015). Tactics are dependent on objectives and goals.
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Content on social media should be meaningful else working and interacting with them is
meaningless. Two more important things should be kept in mind i.e. frequency and time of
posting. All matter should match with platform trends and company voice. Proper budget should
be allocated which fits the strategy of digital platform and comprehensive list of tools and
techniques should be prepared. Responsibility of tasks should be known to every employee like
who will interact with customers on daily basis, who will manage online marketing etc. Thus,
digital technology helps in increasing customer base line and thus rise profitability.
Discussions and conclusions
Discussion
According to the research it can be analysed that digital technology is necessary for
generating customers which results in enhancement of sales, productivity and pertaining quality
wise information (Buckingham, 2015). Primary data is almost similar to secondary data which
builds a broad database from it. From the sources it can be examined that most of the customers
like to put their views on social websites through photos, videos and commenting on pics. The
questionnaire which shows that majority of people wants website should be designed in a proper
and systematic manner. Employees of Tesco should be trained yearly or monthly basis to update
its website. They should be aware of new trends and innovative products running in the market.
Website should be exclusive and should include all features like new and existing products,
company's infrastructure, contacting main authority for orders etc. It should satisfy customers time
to time and their grievances should be listened and sorted up. Tesco is taking full advantage of
advanced technology. Today customers have emerged with new excellence, performance and new
standards. Thus, they demand for live video connectivity, intelligent chatbots, cloud computing
and virtual reality (Axelsson and Easton, 2016. ). These features redefine business in many ways
and involve new development trends and innovations. Digital technology has capability to define
customer experience and marketers can easily make vision of grabbing new customers. Adopting
internet and creating websites allows the engagement of new types of products and brands can
directly tie bonds with the real world. Company can program its advertisements in a cheaper
way and make a remarkable presence in the minds of people. Graph shows that employees' efforts
are needed to build a better and fast loading website. It also increases knowledge in various aspects
as technology helps in selling of products to customers of different customs and religions. It is
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delivering continuous possibilities for business to communicate and make better decisions.
Products are build according to customer preferences and are served through right channel.
Conclusion:
This is to conclude the undertaken study that has explored the benefits of using an
interactive website for engaging with the customers in a more effective manner. This referred a
special consideration of retail based organisations in UK with a specific reference to Tesco.
Considering this, it has been found in a large set of studies that a proper and impactful use of
suitable interactive website assist in making a greater and fruitful interaction with the users. This is
on basically on referring to the findings of this research work where both its primary and
secondary results have proven a greater assistance of interactive website. It is to connect with the
clients in more meaningful manner where Tesco has also found it to be a very useful mean. This
has resulted in rising the sense of loyalty and trust in its consumers with an increased rate of
conversion and an enhanced personalisation of products and services.
It is mainly on considering the fact where an interactive website is helpful in determining
the exact needs of the customers and accordingly design their goods. This is also proven to solidify
the brand positioning where the consumers prefer buying from the same company. Also, it has
found to promote the sense of sharing in the customers who further share their positive experiences
with others, resulting in inspiring them to consider purchasing from the same brand. On referring
to the business point of view, it has been found that an interactive website is also evident to help
the businesses like Tesco to recognise their potential set of customers. Beside this, this study has
also revealed the most interesting fact of providing competitive benefit to the enterprise via an
effective use of interactive website. This is due to an increasing base of customers with better
prospective of engaging with them to ultimately rise the overall profitability of the firm.
Recommendation:
Based on the research it can be analysed that digital technology is a necessity for
Tesco to grow and proper. Complete involvement of employees and prior dedication is required to
design a proper website because there are many benefits regarding it. It mainly involves customer
satisfaction and maintains customer relationship. This is very important for any organisation to as
it is increases its productivity, sales and profitability. Customers' intelligence towards social media
improves its choice of selection which helps company to modify their products. They get to know
16

current trends and reviews of them. Digital technology can access, manage and operate activities
of organisation easily. It needs a qualified workforce that should be prompt and quick to answer
online customers. It is changing professional and personal by engaging them on social sites.
Companies are driven by these sites by the adoption of connected technologies and mobile
devices. Customers like to pay online rather than following cash system on counters. Software
vendors should improve their capability regarding cloud technologies, wearables and should know
to access videos and chats deliberately. A strategy should be developed to proactively identify the
customers.
Reflection
Basically I have learned that designing website needs lots of efforts and it has to
maintained properly by workers. Outdating of website will decrease customers. Though, digital
technology nowadays have gathered attention of many customers and is a cheaper platform for
organisations but it needs a particular strategy to run on daily basis.
Performance Review
Project Logbook
Name:
Project Title:
Date:
Weekly research or tasks attained
1. What types of tasks completed? Are the activities completed on set deadline
Any issues or risks identified?
Fulfilment of activities?
The entire task has completed within 3 weeks. Each topic has its deadline. The cost time
resources and various project variables are the and this all has been accomplished withing given
framework.
2. Any additional risks were identified and what are their impacts on project management
planning?
The another risk which has been identified under this is related to the factor of risk. The
implementation of technological advancement is one of costly process.
Current problems
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in this the current problem is facing by the firm as are-
The employees are ineffective.
Proper training are required to employees.
3. How did you overcome challenges faced during tasks performed?
A foremost challenge that has been faced by me was in regard to manage the time along with a
proper allocation of budget.
Innovative ideas and remarkable changes for direction of project.
4. What all important things I have discovered about myself?
The most significant thing that has been discovered by me is my effective investigation skills
which is also due to my keen interest in exploring new things.
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