MKT305 Coursework Example | Topics and Well Written Essays - 750 words

MKT305 - Coursework Example is improving the customer shopping experience since web-to-store transactions have eliminated the problems encountered in home delivery (Weinstein and Cahill 2014). Web-to-store has enabled the retailers to use their existing networks and group parcels thus increasing their sales volumes. According to marketing theory, target marketing requires market and customer segmentation and effective customer segments should be identifiable, accessible, measurable and reachable through the marketing and distribution channels (Egan 2007). The market should be sufficient and should have unique needs and thus ‘click and collect’ service of Marks and Spencer targets the online shoppers who have embraced e-commerce. The distinct customer characteristics include the life stage, the social-economic status, purchasing intensity and online involvement of the customers. Marks and Spencer targets young adults and techno-savvy consumers who have busy schedules that demand. The target customer segment includes the working professionals, students and middle-income customers who prefer shopping at the comfort of their homes. This customer segment often outsources the delivery to a third-party and do not have the control or opportunity to track the delivery of the orders to their homes (Hart 2003). The online shoppers believe that shopping is fun and explore a lot of information online before making a purchase decision. The customers have an appealing income and are techno-savvy since most of them get information from their internet enabled devices. The customers are enthusiastic and impulsive and tend to spend most of their income on entertainment, fashion, books and new personal devices due to their exciting lifestyles (Hart 2003). The customers are reflective and motivated by knowledge and thus compare different products before making the purchase decision. Another unique purchasing behaviour is the demand for stylish, functional and value for money and thus the customers prefer