Unit 29 - Understanding retailing D2 Assess the impact of different sales techniques and customer service in a selected organisation. BTEC Level 3 Extended Diploma
d2 assess the impact of different sales techniques and customer service in a selected organisation
btec level 3 extended diploma
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Unit 29 - Understanding Retailing
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Sadia Hussain Unit 29
D2 -Impact of different sales techniques and customer service
Importance of customer service
Tesco’s sales techniques and customer service have helped them become a competent business in the
industry. They are now one of the largest supermarkets in the UK. As of August 2015, Tesco has a 28.4%
market share, Followed by Asda and Sainsbury’s, who both have fewer than 17% market share. This
shows how successful Tesco is as they have such a huge gap between the other supermarkets in the
retail/grocery supermarket industry. This is due to Tesco providing excellent customer service to each
customer they receive in every one of their supermarket, and also to every customer that shop from
them online. This is also due to all the sales techniques that the supermarket uses, such as setting low
prices, home delivery and many other techniques. “Tesco is the U.K. grocery market leader with 28.4%
market share, followed by ASDA and Sainsbury's, each of which has just under 17% market share.” Tesco’s
success shows important customer service is and building relationship with the customers. “One-third of
consumers say they would consider switching companies after just one instance of bad customer service.”
This shows how much a bad customer service can affect the decisions that the customer makes. “The
average American tells 15 people when they’ve had a poor customer service experience.” When
customers tell other people that they received a bad customer service, then those people will make the
decision to not shop from the company. Customer service has changed a lot; companies such as Tesco
know how important customers are, and always number one priority and showing them this as in this
way the business gets more in return. Customers are powerful and can make decisions such as by turning
to the competitors as it is an easy thing to do. Some of the sales techniques and customer service that
Tesco use include providing an online website, offering loyalty cards, offering refunds and repairs, and
offering reusable bags.
Sales techniques/customer service - Website
There are many sales techniques that Tesco use to retain their customers.
One of the customer services they use is online shopping. “Online
shopping is easy. Films have been made about it (The Intern), and many
people get clothes from stores only available online, such as Asos. By the
end of 2015, online shopping in the UK was worth £115bn, a figure that’s
expected to increase through Christmas 2016. It’s estimated that 27pc of
all retail sales in the UK now take place online.” Tesco has an online
website which allows the customers to purchase their products online and
get them delivered to their door. The advantage of online shopping is that
this really benefits people that struggle to go to the Tesco supermarket
such as the elderly, people with disabilities etc. It also allows the customers to save money on travel.
Their website is open 24/7 which benefits the customers as they can shop anytime they need to. This
allows Tesco to increase their profit as they getting customers online as well as in store. Another benefit
of online shopping is that Tesco does not need to employ too many staff in the stores, this way they can
save money. Nowadays people are doing online shopping more and more, so by having an online store
and delivery service, Tesco benefits a lot.
The first time online shopping was introduced was in 1995 when Amazon launched its online shopping.
Before online shopping, customers had no choice but to travel in order to purchase goods. If Tesco did
not have online shopping their customers could chose to shop anywhere else who do offer online
shopping, and this way Tesco would lose a lot of customers and profit they would’ve have made with
online shopping. Without online shopping, customers would rather go the closest supermarket, so if
another store is close to them than Tesco such as Morrisons, then they will go there instead of wasting
money on petrol to travel all the way to Tesco, this way Tesco can lose a lot of their potential customers.
With online shopping, customers have a lot of choice because in the supermarket sometimes the
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