Question: Question 4 Shop Direct is dedicating resource to improving the online consumer experience. Shop Direct is the first UK retailer to make a significant investment

Question 4 Shop Direct is dedicating resource to
Question 4 Shop Direct is dedicating resource to improving the online consumer experience. Shop Direct is the first UK retailer to make a significant investment (100,000) into studying online shoppers. Its UX lab is an in-house laboratory dedicated to looking into online users' experiences using a sophisticated research toolkit. The tools and techniques applied allow Shop Direct to see how consumers shop websites. The lab provides a facility to observe how customers are moving around websites. It consists of two rooms: one for the shoppers and the viewing room, which allows the retailers researchers to view online shopper behavior through one-way glass. Shop Direct is keen to know how to get closer to its customers who use its websites: very.co.uk, Littlewoods.com and isme.com. The main aim of the lab is to bring Shop Direct closer to its customers. Of particular importance are the journeys which customers take when they visit the websites and then how they interact with the products on sale (Shop Direct, 2014a). Online shoppers tend to have different profiles and characteristics to offline shoppers, which shape their shopping intentions. a) Explain any FIVE (5) customer loyalty variables with relevant examples, that can impact online businesses. (15 marks) b) Explain any TWO (2) classification variables that can have an impact on online business. (10 marks)

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