Managing Customer Experience in Retail Marketing: A Literature Review and Case Study Analysis of Bur

Literature Review on Retail Customer Experience

Recent years have seen a number of changes in the way consumers browse, shop, buy and engage with brands and their products and services. These changes have had an impact on the dynamics of retail marketing and have forced organisations to adapt their strategies. Managing customer experience through the retail channel has become of paramount importance. Given this context, you are required to:

(i)Conduct a literature review on the concept of retail customer experience with a view to understand and examine the recent academic publications in this area.

(ii)Following this, choose a retailer as a case in point and demonstrate how this chosen retailer manages in-store customer experience.

(iii)Finally, based on your understanding of the literature and your analysis of the retailer, make recommendations to the retailer’s management team.

You are to evaluate and analyse the retail marketing strategy of Burberry based on the Harvard Publishing Case study: Burberrry’s New Challenges. You are required to draw up a report that outlines the challenges faced by the retailer and provide key recommendations. Your report must be detailed and comprehensive. It should explain to the reader what the context of the report is and should be able to answer the following questions:

1.What are the main challenges facing Burberry? As CEO, what actions would you take to deal with these challenges? Where would you focus your resources?

2.In the digital world, fashion shows are aired live to the public, fast fashion brands replicate the catwalk designs of luxury brands within weeks, and customers demand constant change. How do luxury brands like Burberry remain successful and differentiate themselves from fast brand in this new age?

3.What actions should luxury brands take to deal with the impact of digital technology on customers’ perceptions of their brands?

4.What actions should Burberry take with regard to the industry-wide challenges it faces? Should Burberry take a first-mover approach or a wait-and-see approach?

To complete this task, you are required to organise yourselves in groups of 3-4 members. You will be provided an opportunity to do this in Week 2 where you are free to choose members of your group. Students who do not attend in Week 2 lose out on this advantage and will be placed into a group by the tutor in order to balance the group numbers.

Working with members within a team context is one of the most sought after skills that employers look for when recruiting graduates. You must become adept in managing each other whilst simultaneously ensuring that the quality of the work produced by everyone is up to the mark.

Case Study Analysis of Burberry's Marketing Strategy

-It is recommended that each group choses a project manager who will co-ordinate the group activities, takes key decisions and liaises with the tutor.

-A group contribution form MUST be completed at every group meeting. This must be submitted as part of your group report. A sample group log can be found in Appendix

-It will also be prudent to have someone take notes at group meetings and update the group log.

It is envisaged that you can complete this task primarily by using secondary data. However, you are encouraged to visit the store as a group and make observations. If you are conducting interviews with the store manager or staff then these will be deemed as ‘primary data’ and will need approval from the School Ethics Committee, details of which will be provided on the Moodle site for MK5011.

Notice is hereby given that the final group report must be submitted to Turnitin by 4pm on the 1st of April 2020. If you fail to submit component 2 [group report], to Turnitin, in accordance with the guidance provided on the Virtual Learning Environment (Moodle), a mark of 0 will be awarded for the component.

Component 2 Marking Criteria:

Introduction (10%)

Understanding of literature (20%)

Research and analysis (30%)

Ability to answer the task questions (30%)

Formatting and presentation (10%)

The tutor will mark this as a group project. In an instance where it is evident that the contribution of members has not been equal or up to the same standard, the tutor, upon her discretion will give out individual marks. This judgement will be based on the ongoing assessment of the various elements of the portfolio and the contributions as recorded in the group logs.

Turnitin is required for coursework assessments, such as report/research papers or projects in Microsoft Word, PowerPoint, and in PDF format.  There are two main reasons we want you to use Turnitin:

·Turnitin can help you avoid academic breaches and plagiarism.  When you use Turnitin before a submission deadline, you can use the Originality Report feature to compare your work to thousands of other sources (like websites, Wikipedia, and even other student papers).  Anything in your work that identically matches another source is highlighted for you to see.  When you use this feature before the deadline, you will have time to revise your work to avoid an instance of academic breach/plagiarism.  

·Turnitin saves paper.  When using Turnitin to electronically submit your work, you will almost never have to submit a paper copy.  

UEL has permitted students to be able to submit their coursework up to 24 hours after the deadline.  Assessments that are submitted up to 24 hours late are still marked, but with a 5% deduction.  However, you have to be very careful when you are submitting your assessment.  If you submit your work twice, once using the original deadline link and then again using the late submission link on Turnitin, your assignment will be graded as late with the 5% deduction.

Best advice: Don’t wait until the last minute to submit your assessments electronically.  If you experience a problem submitting your work with Turnitin, you should notify your lecturer/tutor by email immediately.  However, deadlines are not extended unless there is a significant systems problem with Turnitin.  UEL has specific plans in place to address these issues.  If UEL finds that the issue with the system was significant, you will receive an email notifying you of the issue and that you have been given a 24 hour extension.  If you don’t receive any email that specifically states you have been given an extension, then the original deadline has not been changed.