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  • Sarah Scarland, 15108304 Target Audience DSM ...Target Audience DSM Communication Objective Levers...
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DSM Communication Objective Target Audience Levers for Each Stage of the Customer Voyage Brand Lever Pricing Lever Product Lever DSM Organic Approaches DSM Paid Approaches DSM Channels 1. Sponsored social media ads Pros: ‘Wide audience, lots of users, ability to build on the brand, lots of exposure, able to target via location, age and various demographics, able to communicate to the audience through comments and answer questions (Adapted from; Print (2016), Chandler (2013) and Hitz (2014)’. Cons: ‘Lower credibility as ‘sponsored’ is shown on the post, can be costly (Adapted from; Media (2016) ’ 2. PPC Pros: ‘Set own budget, target specific keywords, faster results than organic search traffic, able to target specific locations, gives measureable results and able to retarget or remarket to visitors (Adapted from; Philippines (2016) and O'Kane (2015)’. Cons: ‘May be costly, charged per click, and possibility of ‘click fraud’ (Philippines (2016) and O'Kane (2015)’. 3. Banner ads Pros: ‘Instant gratification, ability to test and change the banner ad is response rate is low, geo-targeting, fairly inexpensive, control over which websites the ads are on and constant exposure of the new service (Adapted from; Rundquist (2010) and Green (2014) ’. Cons: Some users have developed ‘banner blindness and simply ignore them, therefore should be complemented with other forms of advertisements to improve overall ad campaign effectiveness Speed, 2015)’. 1. Remarketing Pros: ‘Track your audience’s behavior online so your ads show up to the most relevant audience. This also benefits consumers because they will only see ads that relate to them (DiSilvestro, 2014)’. Cons: ‘Retargeting campaign could show the same products to someone who has just bought the product elsewhere, can be seen as annoying (DiSilvestro, 2014)’. 1. Email Marketing Pros: ‘Good for customer retention, measurable, cost effective, can include links and able to schedule in advance, fast to produce, gets people talking, build relationships (Adapted from; Frog (2012) and (Design, n.d.)’. Cons: ‘May be seen as ‘spam’ mail, people skim read emails, response rates can vary, may lack personalisation and laws against “opting in / opting out” are tight (Frog (2012) and Design (n.d)’. 2. Celebrity endorsement Pros: Helps people to remember ads/brand, makes people believe the product contributes to the celebrities status, influences consumers to make purchases and builds awareness (FrogDog (2013) and Suttle (n.d.)’. Cons: Celebrities image and reputations change, some celebrities become overexposed, some celebrities can over shadow the brand (FrogDog, 2013)’. 1. SEO Pros: ‘Free and targeted traffic, exposure to people who are looking for a specific answer/company and generates traffic that has a good chance of converting (Philippines, 2016)’. Cons: Time consuming and ‘can take months to achieve (Chaffey, 2012)’, ‘long time to generate ROI, no guarantee of 1 st page results, Google search algorithms are updated very frequently (Philippines, 2016)’. 2. Posts on social media platforms Pros: Vast amount of users on social networks therefore large audience. Cons: May not reach desired amount of people as not a large number of people ‘like’ or ‘follow’ Deliveroo pages. 3. Push notifications on Deliveroo app promoting new service Pros: ‘Appears directly on current customers phone, keeps loyal customers in the loop regarding new service therefore improving customer relationship, engages the users and ease of use (Adapted from; Healey (2014)’. Cons: The user has to have push notifications enabled in order to see notifications, can be viewed as annoying and not all target market will be reached as may not have the app. 4. ‘Shop Now’ button on Facebook Pros: ‘Large audience, call to action is clear on page, increase sales and traffic on the website (Facebook, 2016)’. Cons: Only 221,000 ‘likes’ on Deliveroo’s Facebook page (Deliveroo, 2016). 1. Landing page Pros: ‘Increase conversion rate, accurate reporting on statistics, able to do A/B testing to improve conversion rates (Gardener, 2009)’. Cons: ‘Needs to have a clear call to action and be well developed, need to test and optimize if needed (Gardener, 2009)’. 2. App landing page Pros: ‘Two thirds of people now own a smartphone, smartphones now overtake laptops as the UK’s internet users number one devise (Ofcom, 2015)’, ‘more shopping is done on mobile than any other device (Guardian, 2014). Cons: ‘People are hesitant of fraud and security when shopping on mobile devices (Storify, 2016)’. 3. A/B Testing Pros: ‘Fast, provides clear evidence, able to test and develop new ideas, optimise one step at a time and answers specific design questions (UX, 2010)’. Cons: ‘On-going testing can be difficult, can be time consuming, missing critical “why” data (Usability, 2015)’. 1. Exclusive offers on social networks Pros: ‘Promotes the social media pages, helps to drive traffic and peak interest, also a great way to build strong relationships with those that follow Deliveroo on social networks, as well as providing a reason for new people to follow and subscribe to social channels which will allow to market to them in the future (Adapted from; Lazazzera (2014)’ . Cons: ‘People may wait for offers to be available and not use the service regularly (Lazazzera, 2014)’. 2. Push notifications advertising on the Deliveroo app Pros: ‘Customers can be categorised by their location and the level of their engagement, able to customise messages and allows the user to adjust how many notifications they receive (Warply, 2016)’. Cons: ‘Users are able to turn off push notifications, if too many notifications are sent out may damage brand reputation (Adapted from; Gilliam, 2015)’. 1. Unique service/First company to offer service Pros: As it hasn’t been offered by another company, the service will gain a lot of attention from various places. No direct competitors and new method of distribution. Cons: May not succeed as brand is not very strong and company is small-medium sized. 2. Fast service Pros: ‘Rise in people seeking instant gratification (University (2014) and Tulipano (2015)’. Cons: Will have to meet the consumers desires and high expectations otherwise may result in poor feedback and reviews. 3. Interactive Pros: ‘Consumers being able to receive instant feedback is a compelling motivation for them to engage and return, improves the user experience, and increases the visitor engagement (Beard, 2014)’. Cons: ‘Relatively expensive, time consuming, confusing static product demos that do not allow for increasing levels of interaction with interactive demos that do can result in a barrier to entry (Beard, 2014)’. 1. Online Reviews Pros: Creates demand, can bring in new customers, trusted, increase conversion, 70% of customers consult reviews or ratings before making a final purchase (Adapted from; Charlton (2015), Weekly (2016) and Claim (2013). Cons: ‘Negative reviews can damage brand reputation and the consumer may be put of using the service (Adapted from; Rains (2010) and Thompson (2014)’. 2. Time oriented delivery E.G (Order now to receive product/s in 1 hour) Pros: Influence the consumers to buy so they are able to receive product faster than if they wait. Cons: If not met, will generate poor customer satisfaction rates. 3. Association with popular high street brands Pros: Already have a strong brand reputation and customer following, will help to influence the use of the service. Cons: High expectations. 1. Post sale support Pros: Builds on the customer relationship, ‘generates repeat custom, develops brand loyalty among customers and ensures customer satisfaction (Techopedia, 2016) ’. Cons: If questions/queries are not answered in a timely manner will damage the brand reputation and customers will not want to use the service again. 2. Personalisation Pros: ‘Retailers can capture important data about their consumers in exchange for free Wi-Fi connectivity (Baldwin, 2016)’ and are then able to then able to provide a ‘personalized shopping experience, which is increasing in popularity (Nasri, 2012)’ and will ‘increase customer engagement, conversion and retention (Davies, 2013)’. Cons: ‘Some people prefer anonymity, need to be trusted (Paperstudios, 2009)’. 3. Tailored offers to the user Pros: ‘Increase in sales and profits, develops relationships, keeps people engaged and helps to generate brand loyalty (Denner, 2014)’. Cons: Has to be very targeted, can be time consuming. 1. Everyday Low Pricing (EDLP) Pros: ‘Believed to generate shopper loyalty (Business, 2016)’ Cons: ‘People tend to be more attracted to discounts and offers (Berger, n.d.)’. 2. Hi-Lo Pricing Pros: ‘More people prefer the idea that they are receiving the product/service at a cheaper price, such as when they receive an offer or discount code (Berman, n.d)’ Cons: ‘If your customers would otherwise pay a higher price, that strategy may be counterproductive (Berman, n.d)’. 3. Bundling Pros: ‘Offering products in bundles provides benefits beyond generating more revenue from each customer, it simplifies production and reduces errors (Merritt, 2016)’. Flat rates would be offered to consumers if they were to purchase from one retailer instead of several. Cons: ‘Unbundled pricing creates transparency (Tjan, 2010)’ and being transparent is vital as it ‘helps to build customer relationships (Adapted from; Franken (2014)’. 4. Promotional Pricing Pros: ‘Initially offered as an incentive when launching new product or service (Dictionary, 2016)’, will attract more customers, which in turn will create a ‘buzz’ as it is ‘one of the most powerful sales promotion techniques (Skool, 2016)’. Cons: If done regularly ‘potential customers might wait for a sale rather than buy the product or service at full price now (Business S., 2016)’. 1. Future price promotions Pros: ‘In retail is spent on key events such as Valentines day, Halloween, Christmas (Boyce, 2015) ’, promoting the new service around these key events would target last minute purchases and surprise deliveries for the recipient/s. Cons: Needs to be prepared well in advance. 2. Payment via PayPal Pros: PayPal is ‘Great Britain’s No.1 preferred online and mobile payment method (PayPal, 2016)’ and a ‘large number of people trust PayPal as the method of payment (Hill, 2013) ’. Cons: ‘Transaction fees would be paid to PayPal (PayPal, 2016)’, therefore may be costly. 3. Ability to return via collect+ direct to retailer Pros: ‘Fully tracked and gives customers faster refunds, thereby engendering greater brand loyalty (Marketing, 2011) ’, also saves Deliveroo from ‘excessive admin costs and provides customers with a brand name they can trust (Superb, 2015)’ . Cons: Reliant on a competitor to return goods. 1. Become affiliates Pros: ‘Loyal customer base, customers feel valued, acquires new customers (Leroy (n.d.) and Swan (2010)’. Cons: ‘Incentives will be required (Swan S. , 2014)’. 2. Tiered loyalty programs Pros: Increases customer engagement, exclusivity makes the customer feel valued, only give the best rewards to the most loyal of customers, give rewards based on where a customer is in their customer journey (Adapted from; McEachern (2014) . Cons: ‘Creates more confusion for customers instead of improving their experiences as they forget which tier they are at (Touchpoints, 2014) ’, also stated by McEachern (2014) when launching a new service product tiered loyalty program may create confusion and be too complex, simplicity is key! 3. Exclusive discounts from retailers if using the new service regularly Pros: Will help to build stronger partnerships with the retailers and strengthen the relationships with customers who will be inclined to use the service more frequently. Cons: Retailers have the say in whether to offer discount and how much discount will be offered. 4. Referrals: Pros: ‘People pay 2x more attention to friends recommendations than to those from other sources and also have stronger loyalty (Candy, 2016)’. ‘Two-thirds of consumers make purchases because someone they know recommended a particular product or service (Schools, 2016)’. Cons: ‘If the wrong incentive is offered to the wrong customer in the wrong environment, the referrals will fail to generate results (Adapted from; Epstein (2016)’. 1. Use of the Deliveroo brand Pros: ‘Efficient service that has led to excellent customer retention (Gazette, 2014)’, following already established on social networks sites. Cons: Not a well regognised household brand. 2. Use of the high street shop brands Pros: Strong brand reputations, lots of customers and following. Cons: High expectations. (The above levers will be used at each stage of the customer voyage) People who use o2’s free Wi-Fi on Oxford Street, London. (Available everywhere on Oxford Street (Street, 2016). 1. Facebook Pros: ‘Worlds biggest social network with 1.59 billion monthly active users worldwide and more than a third of the UK population visit the site every day (Sedghi (2014) and Statista (2015)’. Cons: ‘Facebook was the only social network to see a decline in the rate of people actively using the site per month over 2014 (Forbes, 2015)’. 2. Twitter Pros: High usage, ’305 million worldwide monthly active users, with 13.6 million being in the UK (Statista (2015) and Dredge (2014)’. Cons: ‘Limited to 140 characters (Twitter, 2016)’. 3. Instagram Pros: Lots of users, ‘300 million monthly active users (LePage, 2015) ’. Cons: ‘Not everyone has an iOS or Android phone or an Instagram account (Blog, 2013)’. 4. YouTube Pros: YouTube is the 2nd largest search engine and the 3rd most visited website worldwide, over 4 billion videos viewed are viewed daily and marketing on YouTube will help to rank on Google (Grow, 2016)’. Cons: ‘Viewers may experience slow playback during high traffic times (Modulates, n.d.)’. 5. Snapchat Pros: ‘Currently has over 100 million active daily users which is rising! 8+ billion video views every day on Snapchat (Snapchat, 2016)’. Cons: ‘May be seen as junk mail (Strout, 2014)’. 6. Retailers websites (Opportunity to deliver via Deliveroo) Pros: The retailers already have solid brand reputations, customer relationships have already being established, ‘13% of Deliveroo’s conversion come from referrals from retailers websites (Web, 2016)’. Cons: May be costly, if the retailers reputation is to change negativity this will implicate Deliveroo directly. 7. o2 Wi-Fi hotspots Pros: ‘Adverts will appear on the splash page when the user starts browsing, there are thousands of hotspots available with lots of people using it (Adapted from; o2 (2016) and Ray (2011)’. Cons: ‘Users are able to opt-out of marketing (Ray, 2011)’ 1. Deliveroo app Pros: ‘More convenient for the user, enhances the experience, generate revenue through another stream, builds the brand, increasing in popularity, lots of people using mobile devices (Sevilla, 2015)’. Cons: ‘Can be costly, complex maintenance, profit sharing with app store, customer impatience – needs to be flawless (Sevilla, 2015)’. 2. Deliveroo website Pros: ‘95% of the traffic on the website is from the UK, 2.6M average visitors per month (Web, 2016)’. Cons: Lots of time will need to be spent to implement new service on the website. 1. External email host Pros: ‘Skilled, reliable, take pressure of internal employees (Design, n.d)’. Cons: ‘Costly and reliant on an external company, may lack personalisation (Wallace, 2013)’. 2. Website Pros: By updating the website frequently it will help to retain the customers as well as acquiring new ones Cons: Can be costly to improve users experience. 3. Social networking sites for customer support: Pros: ‘Social media customer service and updates will improve retention rates and will improve the users experience (Adapted from; Charlton, 2015)’. Cons: ‘Negative feedback from people may affect other users perceptions of Deliveroo (Adapted from; Brookins (n.d.)’. 4. Internal customer support via email Pros: ’44% of people prefer email for customer service(Charlton, 2011 )’. Cons: Will require more staff. 5. Facebook Pros: Already have followers on Facebook, easy to keep them than to acquire new ones. Cons: ‘Facebook was the only social network to see a decline in the rate of people actively using the site per month over 2014 (Forbes, 2015)’. 6. Twitter Pros: Have a following on Twitter, easy to target audiences, will be able to keep people up to date with new products, use of tags, could use #DeliverRUSH. Cons: ‘Limited to 140 characters (Twitter, 2016)’. 7. Instagram Pros: Vast amount of users, able to keep them up to date with the latest brands and products also the use of tags, could use #DeliverRUSH. Cons: ‘Not everyone has an iOS or Android phone or an Instagram account (Blog, 2013)’. 8. Snapchat Pros: Rising amount of users, will be able to show behind the scene footage and exclusive previews of new brands. Cons: ‘May be seen as junk mail (Strout, 2014)’. Achieve a 40% increase (84,004 likes) in the amount of Facebook likes on the Deliveroo’s Facebook page from October 2016 by December 2017, currently stands at 210,011 likes. Acquisition Chosen Levers EDLP By providing high quality customer service for a low price will enhance more people to use the service as well as generating loyalty,and brand transparency. Bundling Offering a flat rate if the customer is to order from one store would make it easier for the courier and be an incentive for the customer. Unique service/First company to offer service Innovative new service will attract attention from consumers and the media. Fast service Receiving the products quicker than usual delivery would influence the consumer to enquire and look into the new service further. Interactive Enhances the users experience, being able to live track where the delivery driver is from any device will provide users with a quality service. Posts on social media platforms Able to notify existing followers across social networks to inform them of the new service, if they like the existing service then customers are likely to use the new service posts will also reach new customers as people share/like/retweet. Push notifications on Deliveroo app promoting new service Able to notify existing users on the app of to the new service, cost effective will also influence word of mouth. Sponsored social media ads Vast amount of people on social media, will gain lots of attention, reach a lot of users and ability to target specific audience. Banner ads Effective way to market new service, choice of where the banner ads will be placed and A/B testing will help to see what consumers prefer which will lead to a higher CTR. Facebook Large audience, would help to meet the DSM objective by using this channel and able to target audience based on location and other factors. Twitter Vast amount of users, ability to use tags to promote new service, also able to target via location which would help to reach the target audience. YouTube The use of Vloggers with a lot of subscribers to advertise the new service would show others how the new service works, would then be able to sharethis across social network channels. Snapchat Rising amount of users on Snapchat, would be a good way to market the new service to tech savvy people and it has the ability to target based on location. Retailers websites Having the Deliveroo logo and a brief description of the service on the retailers website when the customer is selecting a delivery method will increase the amount of customers directed to the Deliveroo landing page where they can proceed with delivery. Customers will trust this service as the retailershave a well regarded brand. ‘Shop Now’ button on Facebook Clear call to action on the Facebook page, ability to see the CTR, will help to meet the DSM objective whilst increasing salesand traffic to the website/app. O2 Wi-Fi hotspots Available down the whole of Oxford Street and many other locations. Acquisition Discarded Levers SEO Time is the main concern with SEO therefore would not be an option at present. PPC Very competitive, keywords would have to be ‘fast delivery’,‘same day delivery’, PPC ads when searching for actual products instead of the service may be costly and very varied with a vast amount of keywords. Hi-Low May end up reliant on promotions, as customers tend to feel like they are getting a ‘good deal’. Promotional pricing Consumers may wait until the promotional and may only use the service when a promotion is available and not use the service again. Instagram Highly competitive. Conversion Chosen Levers Future price promotions Will help to reach people who want to surprise someone with a gift or have forgotten about key events such as valentines day and will therefore need to use the service if they are busy and need someone else to collect and deliver products to the recipient. Ability to return via collect+ direct to retailer Ease for the customer and for Deliveroo as would not need to collect goods that need to be returned to the retailer. Online Reviews Influence the consumer to go ahead with the transaction. Time orientated delivery Providing a swift service in a fast paced environment will encourage the consumer to proceed with the order as therewill be live tracking. Association with popular high street brands Large amount of people are influenced by high street brands, therefore would be more willing to use the service. Landing page Vital for conversion, an effective landing page will influence the consumer to proceed with the transaction. App landing page Lots of people using mobile devices to shop, therefore it is imperative that there is an app landing pagein place. Deliveroo app Users shop via app at present, implementing the new service on this channel is very important. Deliveroo Website Large amount of customers already use the website, need to utilize this and implement new service on the website. A/B Testing Able to check which landing page is working better and modify to improve conversion rate. Conversion Discarded Levers Payment via PayPal Could be costly, able to use a secure server instead. Remarketing Focusing manilyon social media as the main method of promotion at this stage. Retention Chosen Levers Become affiliates Ability to reach out to a larger audience who may be interested in the service, a lot of people trust the affiliates opinions. Tiered loyalty program Will help to increase repeat custom and customer loyalty. Post sale support Vital in e-commerce, providing post sale support will increase customer satisfaction levels. Personalisation Improves the customer relationship, able to recommend products based on the users previous searches. Exclusive offers on social networks Will meet the DSM objective as this will increase the number of people who ‘like’ and ‘follow’ Deliveroo on social networks. Email marketing Increase CTR to the website when new products are in stock, able to keep users in the loop with clothing trends and promotions. Website Updating the website regularly and keeping up to date with trends will influence customers to keep visiting the website. Social networking sites for customer support Good tool for customer service and satisfaction levels, low cost, quick, able to reach a lot of people and update followers of new products that are available, remind users of the service, the speed and quality of it and also able to run campaigns. Internal customer support via email Quicker than via phone, low cost and will help to handle any complaints/queries. Referrals People trust the opinion of friends/family, great way to market the new service to a larger audience. Facebook Able to keep followers up to date with new products, services and brands. Twtitter Can reach out to audience, upload media of the service in action, get people to using #DeliverRUSH. Snapchat Can show the service in action, customers receiving products, new brands and behind the scenes! Retention Discarded Levers External email host Costly and ability to do this in house for a lower cost. Tailored offers to the user Tiered loyalty program has been chosen therefore rewards will be in place for users dependent upon frequency of use. Push notifications advertising on the Deliveroo app Can be seen as annoying by many, users will need to have this enabled in order to receive them, therefore no control over this and the reach that notifications would have. Celebrity endorsement Can be costly and may have a negative impact if the celebrities image/reputation were to change. Exclusive discounts from retailers if using the new service regularly Tiered loyalty program is in place, would require a lot from retailers, able to discount the new Deliveroo service instead of the retailersproducts. Instagram May be used further down the line in promotion but would like to focus on DSM objective, also highly competitive. ACQUISTION COMBINATIONS JUSTIFICATION CHOSEN? RISK OF CHOICE - EDLP pricing - Unique service, interactive and fast service - Both brand levers - Social media sponsored posts - Facebook, Twitter and Snapchat Able to target specific locations including the target segment, the reach that sponsored posts on the social networks is huge, therefore very important to mention the pricing strategy and the product levers. YES May be seen as too cheap, some people will be put of using the service as they could think it will lack quality. - EDLP pricing - Unique service/first company to offer service, fast service. - Banner ads - o2 Wi-Fi hotspot channel The target segment are very likely to see the ad for the new service as Wi-Fi is vastly used by people when out and about, especially on mobile devices. Oxford Street, London will be prioritised. YES Some people do not take notice of banner ads especially when out using Wi-Fi hotspots. - EDLP pricing - Interactive and fast service - Social media sponsored posts - YouTube Vloggers video on YouTube showing the new interactive fast service and low pricing in action, then able to use sponsored social media posts across networks mentioned. Will gain lots of attention and help to meet the DSM objective. YES Vlogger video may not replicate the brand well,need to ensure that work well with the Vlogger. May be viewed too much as an advert and not someone who enjoys the new service. - No pricing lever - Interactive and fast service - Unique service - Push notification on app promoting new service Including the existing customers in the new service will have a significant impact in it’s success, a push notification it is not only easy to implement but also effective, short and no need to mention prices. YES Users of the app have to have push notifications enabled on their phones, not all do and if they do, may not take much notice. - EDLP pricing - Retailers websites - Landing page on Deliveroo website - Deliveroo brand - Fast, interactive service, first company to offer service On retailers website Deliveroo will have a logo when the user is selecting the delivery options, by including the pricing strategy and a brief description of fast interactive service the user will be likely to click through to the landing page. YES Reliant on a companies to place this on their websites, may take a while. - ‘Shop Now’ button on Facebook - Future price promotions - Both brand levers - Sponsored social media ads - Fast, interactive service, first company to offer service - Facebook channel By using sponsored ads to highlight the new service and also it’s speediness of the delivery will hopefully improve the CTR from Facebook to the website and help to meet the DSM objective. YES Some people do not trust sponsored ads, could have also included other social networking channels however to meet DSM objective ‘Shop Now’ on Facebook has been chosen. - Bundling - Posts on social media - Facebook and Twitter Will not gain as much reach and attraction as sponsored social media posts, less effective. NO Would keep existing followers across social networks in the loop via updates, may loose some brand loyalty. CONVERSION COMBINATIONS JUSTIFICATION CHOSEN? RISK OF CHOICE - Online reviews - Landing page on Deliveroo website with A/B testing - Association with popular high street brands - Time orientated delivery - Ability to return via collect+ direct to retailer Higher conversion rate when people see positive reviews, this will then direct people to the new landing page on Deliveroo website where they will see the brands that Deliveroo is associated with and efficient delivery times, as customers can return goods for free, needs to be mentioned. By A/B testing it allows for modifications to compare two landing pages, this will help to improve the conversion rate. YES Not all people are influenced by reviews, one negative review or more can put someone of using the service, or make them hesitant about using it. - Time orientated delivery - Online reviews - Landing page on Deliveroo website with A/B testing - Association with popular high street brands - Ability to return via collect+ direct to retailer Remarketing will promote the service to people who are most likely to be interested in using it, stating the brand, collect+ and speed of delivery will entice consumers to convert using the new landing page on Deliveroo’s website. A/B testing will help to improve the user experience and also the conversion rate. YES Can be seen as annoying, banner blindness, also some users may have already used the service but on their phone and are seeing it again on a laptop. - Time orientated delivery - Online reviews - App landing page on Deliveroo app - Association with popular high street brands Lots of people use their phones to shop, therefore it is vital that remarketing on mobile devices is in place, stating the product levers again and brands will influence users to click through onto the new app landing page on the existing app. YES Users may find this annoying as they have already viewed an ad and are not interested could develop a bad reputation if consistent. - Online reviews - Retailers websites This may invade the retailers space by implementing Deliveroo reviews on the retailers website. NO Would influence people to use the service as trust online reviews. RETENTION COMBINATIONS JUSTIFICATION CHOSEN? RISK OF CHOICE - Personalisation - Post sale support - Internal customer support via email - Social networking site - Facebook Providing personalised support methods via both internal email and on Facebook, will help to keep customer satisfaction levels high and influence repeat custom whilst also resolving complaints quickly. YES Need to ensure that people are responded to quickly and all queries are answered. - Become affiliates - Both brand levers - Website - Facebook Affiliates promoting the website via social media will help to retain customers whilst also acquiring new ones. YES Affiliates are commonly used in the acquisition stage. - Become affiliates - Both brand levers - Website - Twitter Affiliates promoting the website via social media will help to retain customers whilst also acquiring new ones, will promote the new service more if on more than one channel. YES Doesn’t meet DSM objective. - Tiered loyalty program - Personalisation - Email marketing - Website The tiered loyalty program must be personalised as it needs to suit the individual customers shopping habits and frequency. All correspondence to the users on this must also be personalised, including the website. YES Tiered loyalty programs can be confusing for some users, too many emails to users, they will unsubscribe from receiving them. - Exclusive offers on social networks - Both brand levers - Facebook - Website Will help to meet DSM objective and improve following across all social networking sites. YES This may have a negative impact on loyal customers as they could just use these offers instead of trying to be higher on tiered loyalty program. - Referrals - Email marketing - Facebook - Retailer brand lever A lot of trust in referrals from friends and family, by highlighting the retailers that are available and offering discounts will improve retention rates, the more people referred the more discounts the user will receive. This will be sent out via email to existing customers, Facebook is included as people will be asked to like the page. YES Tiered loyalty program in place that is already an incentive to receive discounts. - Both brand levers - Snapchat - Exclusive offers - Facebook Snapchat is growing in popularity so it is vital to tap into this market,by showcasing the Delvieroo brand and the retailers brands whilst also advertising the website could reach a very large audience. YES Not that many followers so will need to be promoted. An incentive may need to be offered to people in order for them to follow the account. - Email marketing - Website Lots of people think that email marketing is ‘spam’ mail, especially isnot personalised and can be viewed as annoying therefore may loose customers. NO People are used to email marketing and would be reminded of the service. Combinations of Levers for Each Stage of the Customer Journey Sarah Scarland, 15108304 Example: Awareness of the new service Using the service Repeat custom

Sarah Scarland, 15108304 Target Audience DSM ...Target Audience DSM Communication Objective Levers for Each Stage of the Customer Voyage r r r s s s 1. Sponsored social media ads Pros:

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Page 1: Sarah Scarland, 15108304 Target Audience DSM ...Target Audience DSM Communication Objective Levers for Each Stage of the Customer Voyage r r r s s s 1. Sponsored social media ads Pros:

DSM Communication ObjectiveTarget Audience

Levers for Each Stage of the Customer Voyage

BrandLever

PricingL

ever

Prod

uctLever

DSMOrganicAp

proaches

DSMPaidAp

proaches

DSMChannels

1.Sponsored socialmediaadsPros: ‘Wideaudience,lotsofusers,abilitytobuildonthebrand,lotsofexposure, abletotargetvialocation,ageandvariousdemographics,abletocommunicate totheaudiencethroughcomments andanswer

questions (Adaptedfrom;Print(2016), Chandler(2013) and Hitz(2014)’.

Cons: ‘Lowercredibilityas‘sponsored’isshownonthepost,canbecostly(Adaptedfrom;Media (2016) ’

2.PPCPros: ‘Setownbudget,targetspecifickeywords,fasterresultsthan

organicsearchtraffic,abletotargetspecificlocations,givesmeasureableresultsandabletoretargetorremarkettovisitors

(Adaptedfrom; Philippines(2016) andO'Kane (2015)’.Cons: ‘Maybecostly,chargedperclick,andpossibilityof‘clickfraud’

(Philippines (2016) andO'Kane (2015)’.

3.Banner adsPros: ‘Instantgratification,abilitytotestandchangethebanneradisresponse rateislow,geo-targeting,fairlyinexpensive,controloverwhichwebsitestheadsareonandconstantexposureof thenewservice(Adaptedfrom;Rundquist (2010) andGreen(2014) ’.

Cons: Someusershavedeveloped‘bannerblindness andsimplyignorethem,thereforeshould becomplementedwithotherformsof

advertisementstoimproveoveralladcampaigneffectivenessSpeed,2015)’.

1. RemarketingPros: ‘Trackyouraudience’sbehavioronlinesoyouradsshowupto

themostrelevantaudience.Thisalsobenefitsconsumers becausetheywillonlyseeadsthatrelatetothem(DiSilvestro,2014)’.

Cons: ‘Retargetingcampaigncouldshowthesameproductstosomeonewhohasjustboughttheproductelsewhere,canbeseenas

annoying(DiSilvestro,2014)’.

1. EmailMarketingPros: ‘Good forcustomer retention,measurable,costeffective,caninclude linksandabletoscheduleinadvance,fasttoproduce,getspeopletalking,buildrelationships(Adaptedfrom;Frog(2012)and

(Design,n.d.)’.Cons: ‘Maybeseenas‘spam’mail,peopleskim reademails,responseratescanvary,maylackpersonalisation andlawsagainst“optingin/

optingout”aretight(Frog(2012)andDesign(n.d)’.

2.CelebrityendorsementPros:Helps peopletorememberads/brand,makespeople believetheproduct contributestothecelebritiesstatus,influencesconsumersto

makepurchasesand buildsawareness(FrogDog (2013) andSuttle (n.d.)’.

Cons:Celebritiesimageandreputations change,somecelebritiesbecome overexposed, somecelebritiescanovershadowthebrand

(FrogDog,2013)’.

1.SEOPros: ‘Freeandtargetedtraffic,exposuretopeoplewhoarelookingfor

aspecific answer/companyand generatestrafficthathasagoodchance ofconverting(Philippines, 2016)’.

Cons: Timeconsuming and‘can takemonthstoachieve(Chaffey,2012)’, ‘longtimetogenerateROI,noguaranteeof1st pageresults,Googlesearchalgorithmsareupdatedveryfrequently(Philippines,

2016)’.

2.Postson socialmediaplatformsPros:Vastamountofusersonsocialnetworksthereforelarge

audience.Cons:Maynotreachdesiredamountofpeopleasnotalargenumber

of people‘like’or‘follow’Deliveroopages.

3.Push notificationsonDeliverooapppromotingnewservicePros: ‘Appearsdirectlyoncurrentcustomersphone,keepsloyalcustomers intheloopregardingnewservicethereforeimprovingcustomer relationship,engagestheusersandeaseofuse(Adapted

from; Healey(2014)’.Cons: Theuserhastohavepushnotificationsenabledinordertoseenotifications, canbeviewedasannoyingandnotalltargetmarketwill

bereachedasmaynothavetheapp.

4.‘ShopNow’ buttononFacebookPros: ‘Largeaudience,calltoactionisclearonpage,increasesalesand

trafficon thewebsite(Facebook,2016)’.Cons: Only221,000‘likes’onDeliveroo’s Facebookpage(Deliveroo,

2016).

1. Landing pagePros: ‘Increaseconversionrate,accuratereportingonstatistics,ableto

doA/Btestingtoimproveconversionrates(Gardener,2009)’.Cons: ‘Needstohaveaclearcalltoactionandbewelldeveloped,need

totestandoptimizeifneeded(Gardener,2009)’.

2.ApplandingpagePros: ‘Twothirdsof people nowownasmartphone,smartphones nowovertakelaptops astheUK’sinternetusersnumberonedevise(Ofcom,

2015)’, ‘moreshopping isdoneonmobilethananyotherdevice(Guardian,2014).

Cons: ‘Peoplearehesitantoffraudandsecuritywhenshoppingonmobiledevices(Storify,2016)’.

3.A/B TestingPros: ‘Fast,providesclearevidence,abletotestanddevelopnewideas,optimise onestepatatimeandanswersspecificdesign

questions (UX,2010)’.Cons: ‘On-going testingcanbedifficult,canbetimeconsuming,

missingcritical“why”data(Usability,2015)’.

1.ExclusiveoffersonsocialnetworksPros: ‘Promotes thesocialmediapages,helpstodrivetrafficandpeakinterest,alsoagreatwaytobuildstrongrelationshipswiththosethatfollowDeliverooonsocialnetworks,aswellasprovidingareasonfornewpeopletofollowandsubscribe tosocialchannelswhichwillallowtomarkettotheminthefuture(Adaptedfrom;Lazazzera (2014)’ .Cons: ‘Peoplemaywait forofferstobeavailableandnotusethe

serviceregularly(Lazazzera,2014)’.

2. Push notificationsadvertisingontheDeliverooappPros: ‘Customerscanbecategorised bytheirlocation andtheleveloftheirengagement, abletocustomise messagesandallowstheuserto

adjusthowmanynotificationstheyreceive(Warply,2016)’.Cons: ‘Usersareabletoturnoffpushnotifications,if toomany

notifications aresentoutmaydamagebrandreputation(Adaptedfrom; Gilliam,2015)’.

1.Unique service/FirstcompanytoofferservicePros: Asithasn’tbeenofferedbyanothercompany,theservicewillgainalotofattentionfromvariousplaces.Nodirectcompetitorsand

newmethodof distribution.Cons:Maynotsucceedasbrandisnotverystrongandcompanyis

small-medium sized.

2.FastservicePros: ‘Riseinpeopleseekinginstantgratification(University(2014)and

Tulipano (2015)’.Cons:Willhavetomeettheconsumersdesiresandhighexpectations

otherwisemayresultinpoorfeedbackandreviews.

3.InteractivePros: ‘Consumers beingabletoreceiveinstantfeedbackisacompelling

motivationforthemtoengageandreturn,improvestheuserexperience, andincreasesthevisitorengagement(Beard,2014)’.

Cons: ‘Relativelyexpensive,timeconsuming,confusing staticproductdemos thatdonotallowforincreasinglevelsofinteractionwith

interactivedemosthatdocanresultinabarriertoentry(Beard,2014)’.

1. Online ReviewsPros:Createsdemand,canbringinnewcustomers,trusted, increase

conversion, 70%ofcustomersconsult reviewsorratingsbeforemakingafinalpurchase (Adaptedfrom; Charlton(2015),Weekly(2016)and

Claim(2013).Cons: ‘Negativereviewscan damagebrandreputationandthe

consumermaybeputofusingtheservice(Adaptedfrom;Rains(2010)and Thompson (2014)’.

2.TimeorienteddeliveryE.G(Ordernowtoreceiveproduct/sin1hour)

Pros: Influence theconsumers tobuysotheyareabletoreceiveproduct fasterthaniftheywait.

Cons: Ifnotmet,willgeneratepoorcustomersatisfactionrates.

3.AssociationwithpopularhighstreetbrandsPros:Alreadyhaveastrongbrandreputationandcustomerfollowing,

willhelptoinfluencetheuseoftheservice.Cons:Highexpectations.

1. Post salesupportPros:Buildsonthecustomer relationship,‘generatesrepeatcustom,

developsbrandloyaltyamongcustomersandensurescustomersatisfaction(Techopedia, 2016) ’.

Cons: Ifquestions/queries arenotansweredinatimelymannerwilldamagethebrandreputationandcustomerswillnotwanttousethe

serviceagain.

2.PersonalisationPros: ‘Retailerscancaptureimportantdataabouttheirconsumersinexchange forfreeWi-Ficonnectivity(Baldwin,2016)’ andarethenabletothenabletoprovidea‘personalizedshoppingexperience, whichisincreasinginpopularity(Nasri,2012)’ andwill‘increasecustomer

engagement,conversionandretention(Davies,2013)’.Cons: ‘Somepeoplepreferanonymity,needtobetrusted

(Paperstudios, 2009)’.

3.TailoredofferstotheuserPros: ‘Increase in salesandprofits, developsrelationships,keeps

peopleengagedandhelpstogeneratebrandloyalty(Denner,2014)’.Cons:Hastobeverytargeted,canbetimeconsuming.

1. EverydayLowPricing(EDLP)Pros: ‘Believed togenerate shopperloyalty(Business,2016)’

Cons: ‘People tendtobemoreattractedtodiscountsandoffers(Berger,n.d.)’.

2.Hi-Lo PricingPros: ‘Morepeopleprefer theideathattheyarereceivingthe

product/serviceatacheaperprice,suchaswhentheyreceiveanofferordiscount code(Berman, n.d)’

Cons: ‘Ifyourcustomerswouldotherwisepayahigherprice,thatstrategymaybecounterproductive(Berman,n.d)’.

3. BundlingPros: ‘Offeringproducts inbundles providesbenefitsbeyond

generatingmorerevenuefromeachcustomer,itsimplifiesproductionandreduces errors(Merritt,2016)’.Flatrates wouldbeofferedtoconsumers iftheyweretopurchasefromoneretailerinsteadof

several.Cons: ‘Unbundled pricingcreatestransparency(Tjan,2010)’ andbeingtransparentisvitalasit‘helpstobuildcustomerrelationships(Adapted

from; Franken (2014)’.

4.PromotionalPricingPros: ‘Initiallyofferedasanincentivewhenlaunchingnewproductorservice(Dictionary,2016)’, willattractmorecustomers,whichinturnwillcreatea‘buzz’asitis‘oneofthemostpowerfulsalespromotion

techniques (Skool,2016)’.Cons: Ifdone regularly‘potentialcustomersmightwaitforasaleratherthanbuytheproductorserviceatfullpricenow(BusinessS.,

2016)’.

1. FuturepricepromotionsPros: ‘In retailisspentonkeyeventssuchasValentinesday,

Halloween,Christmas(Boyce,2015) ’,promotingthenewservicearoundthesekeyeventswouldtargetlastminutepurchasesand

surprisedeliveriesfortherecipient/s.Cons:Needs tobepreparedwellinadvance.

2. PaymentviaPayPalPros: PayPalis‘GreatBritain’sNo.1preferredonlineandmobile

paymentmethod (PayPal,2016)’anda‘largenumberofpeopletrustPayPalasthemethodofpayment(Hill,2013) ’.

Cons: ‘TransactionfeeswouldbepaidtoPayPal(PayPal,2016)’,thereforemaybecostly.

3.Abilitytoreturnviacollect+directtoretailerPros: ‘Fullytrackedandgives customersfasterrefunds,therebyengenderinggreaterbrandloyalty(Marketing,2011) ’,alsosaves

Deliveroofrom ‘excessiveadmin costsandprovidescustomerswithabrandnametheycantrust(Superb,2015)’ .

Cons: Reliant onacompetitortoreturngoods.

1. Become affiliatesPros: ‘Loyalcustomerbase,customers feelvalued,acquiresnew

customers (Leroy (n.d.) and Swan(2010)’.Cons: ‘Incentiveswillberequired(SwanS.,2014)’.

2.TieredloyaltyprogramsPros:Increasescustomer engagement,exclusivitymakesthecustomerfeelvalued,onlygivethebestrewardstothemostloyalofcustomers,giverewardsbasedonwhereacustomerisintheircustomerjourney

(Adaptedfrom;McEachern (2014) .Cons: ‘Createsmoreconfusion for customersinsteadof improvingtheirexperiences astheyforgetwhichtiertheyareat(Touchpoints,

2014) ’,alsostatedbyMcEachern (2014)whenlaunchinganewserviceproduct tieredloyaltyprogrammaycreateconfusionandbetoo

complex, simplicityiskey!

3.Exclusivediscounts fromretailersifusingthenewserviceregularlyPros:Willhelptobuildstrongerpartnershipswiththeretailersand

strengthentherelationshipswithcustomerswhowillbeinclinedtousetheservicemorefrequently.

Cons: Retailershavethesayinwhethertoofferdiscountandhowmuch discountwillbeoffered.

4.Referrals:Pros: ‘Peoplepay2xmoreattentiontofriendsrecommendationsthantothosefromothersources andalsohavestrongerloyalty(Candy,2016)’.‘Two-thirdsof consumersmakepurchasesbecause someonetheyknowrecommended aparticularproductorservice(Schools,

2016)’.Cons: ‘Ifthewrongincentiveisofferedtothewrongcustomerinthewrongenvironment,the referrals willfailtogenerateresults(Adapted

from; Epstein (2016)’.

1. UseoftheDeliveroobrandPros: ‘Efficientservicethathasledtoexcellentcustomerretention(Gazette,2014)’, followingalreadyestablishedonsocialnetworkssites.

Cons: Notawellregognised household brand.

2.UseofthehighstreetshopbrandsPros: Strongbrandreputations,lotsofcustomersandfollowing.

Cons:Highexpectations.(Theabove leverswillbeusedateachstageofthecustomervoyage)

Peoplewhouseo2’s freeWi-FionOxford Street,London.(AvailableeverywhereonOxfordStreet(Street,2016).

1. FacebookPros: ‘Worldsbiggestsocialnetworkwith1.59billionmonthlyactiveusersworldwide andmorethanathirdoftheUKpopulationvisitthe

siteeveryday(Sedghi (2014) and Statista (2015)’.Cons: ‘Facebookwastheonly socialnetwork toseea declineintherateof peopleactivelyusingthesitepermonth over 2014(Forbes,2015)’.

2.TwitterPros: Highusage,’305millionworldwidemonthlyactiveusers,with13.6

millionbeingintheUK(Statista (2015) and Dredge(2014)’.Cons: ‘Limitedto140characters(Twitter,2016)’.

3.InstagramPros: Lotsofusers,‘300millionmonthlyactiveusers(LePage,2015) ’.Cons: ‘NoteveryonehasaniOSorAndroidphoneoranInstagram

account (Blog,2013)’.

4.YouTubePros: YouTubeisthe2ndlargestsearchengineandthe3rdmostvisitedwebsiteworldwide, over4billionvideosviewedarevieweddailyandmarketingonYouTubewillhelptorankonGoogle(Grow,2016)’.

Cons: ‘Viewersmayexperienceslowplaybackduringhightraffictimes(Modulates,n.d.)’.

5.SnapchatPros: ‘Currentlyhasover100millionactivedailyuserswhichisrising!8+

billionvideoviewseveryday onSnapchat(Snapchat,2016)’.Cons: ‘Maybeseenasjunkmail(Strout,2014)’.

6.Retailerswebsites(OpportunitytodeliverviaDeliveroo)

Pros: Theretailersalreadyhavesolidbrandreputations,customerrelationshipshavealreadybeingestablished,‘13%ofDeliveroo’s

conversion comefrom referralsfromretailerswebsites(Web,2016)’.Cons:Maybecostly,iftheretailersreputationistochangenegativity

thiswillimplicateDeliveroodirectly.

7.o2Wi-FihotspotsPros: ‘Advertswillappearonthesplashpagewhentheuserstarts

browsing,there arethousands ofhotspotsavailablewithlotsofpeopleusingit(Adaptedfrom;o2(2016) andRay(2011)’.

Cons: ‘Usersareabletoopt-outofmarketing(Ray,2011)’

1. DeliverooappPros: ‘Moreconvenientfortheuser,enhancestheexperience, generate

revenuethroughanotherstream,buildsthebrand,increasinginpopularity,lotsofpeopleusingmobiledevices(Sevilla,2015)’.

Cons: ‘Canbecostly,complexmaintenance, profitsharingwithappstore,customerimpatience– needstobeflawless(Sevilla,2015)’.

2.DeliveroowebsitePros: ‘95%ofthetrafficonthewebsiteisfromtheUK,2.6Maverage

visitorspermonth(Web,2016)’.Cons: Lotsof timewillneedtobespenttoimplementnewserviceon

thewebsite.

1. External emailhostPros: ‘Skilled, reliable,takepressureofinternalemployees(Design,

n.d)’.Cons: ‘Costlyandreliantonan externalcompany,maylack

personalisation (Wallace,2013)’.

2. WebsitePros:Byupdating thewebsitefrequentlyitwillhelptoretainthe

customers aswellasacquiringnewonesCons:Can becostlytoimproveusersexperience.

3. Socialnetworkingsitesforcustomersupport:Pros: ‘Socialmediacustomerserviceandupdateswillimproveretentionratesandwillimprovetheusersexperience(Adaptedfrom;Charlton,

2015)’.Cons: ‘Negativefeedbackfrompeoplemayaffect otherusersperceptions ofDeliveroo(Adaptedfrom; Brookins (n.d.)’.

4.Internalcustomersupport viaemailPros: ’44%ofpeoplepreferemailforcustomer service(Charlton,2011)’.

Cons: Willrequiremorestaff.

5.FacebookPros:AlreadyhavefollowersonFacebook,easytokeepthemthanto

acquirenewones.Cons: ‘Facebookwastheonly socialnetwork toseea declineintherateof peopleactivelyusingthesitepermonth over 2014(Forbes,2015)’.

6.TwitterPros:HaveafollowingonTwitter,easytotargetaudiences,willbeabletokeeppeopleuptodatewithnewproducts,useoftags,coulduse

#DeliverRUSH.Cons: ‘Limitedto140characters(Twitter,2016)’.

7.InstagramPros:Vastamountofusers,abletokeepthemuptodatewiththelatest

brandsandproducts alsotheuseoftags,coulduse#DeliverRUSH.Cons: ‘NoteveryonehasaniOSorAndroidphoneoranInstagram

account (Blog,2013)’.

8.SnapchatPros:Risingamountof users,willbeabletoshowbehindthescene

footageandexclusive previewsofnewbrands.Cons: ‘Maybeseenasjunkmail(Strout,2014)’.

Achievea40%increase(84,004likes)intheamountofFacebooklikesontheDeliveroo’sFacebookpage fromOctober2016byDecember2017, currentlystandsat210,011likes.

Acquisition Chosen Levers

EDLP By providinghighqualitycustomerserviceforalowpricewillenhancemorepeopletousetheserviceaswellasgeneratingloyalty,andbrandtransparency.

Bundling Offering aflatrateifthecustomeristoorder fromonestorewouldmakeiteasierforthecourierandbeanincentiveforthecustomer.

Unique service/Firstcompanytoofferservice

Innovativenewservicewillattract attentionfromconsumersandthemedia.

Fastservice Receivingtheproductsquickerthanusualdeliverywouldinfluencetheconsumer to enquireandlookintothenewservicefurther.

Interactive Enhances theusersexperience,beingabletolivetrackwherethedeliverydriverisfromanydevicewillprovideuserswithaquality service.

Posts onsocialmediaplatforms Abletonotify existingfollowersacrosssocialnetworkstoinformthemofthenewservice,iftheyliketheexistingservicethencustomers arelikelytousethenewservicepostswillalsoreachnewcustomersaspeopleshare/like/retweet.

Push notificationsonDeliverooapppromotingnewservice

Abletonotify existingusersontheappoftothenewservice,costeffectivewillalsoinfluencewordofmouth.

Sponsored socialmediaads Vastamount ofpeopleonsocialmedia,willgainlotsofattention,reachalotofusersandabilitytotargetspecificaudience.

Banner ads Effectivewaytomarketnewservice, choiceofwherethebanneradswillbeplacedandA/BtestingwillhelptoseewhatconsumerspreferwhichwillleadtoahigherCTR.

Facebook Large audience,wouldhelptomeettheDSMobjectivebyusingthischannelandabletotargetaudiencebasedonlocationandotherfactors.

Twitter Vastamountofusers,abilitytousetagstopromotenewservice,alsoabletotargetvialocation whichwouldhelptoreachthetargetaudience.

YouTube Theuseof Vloggers withalotofsubscribers toadvertisethenewservicewouldshowothershowthenewserviceworks,wouldthenbeabletosharethisacrosssocialnetworkchannels.

Snapchat Risingamountof usersonSnapchat,wouldbea goodwaytomarketthenewservicetotechsavvypeopleandithastheabilitytotargetbasedonlocation.

Retailerswebsites Having theDeliveroologoandabriefdescriptionoftheserviceontheretailerswebsitewhenthecustomerisselectingadeliverymethodwillincreasetheamountofcustomersdirectedtotheDeliveroolandingpagewheretheycanproceedwithdelivery.Customerswilltrustthisserviceastheretailershaveawellregardedbrand.

‘ShopNow’ button onFacebook ClearcalltoactionontheFacebookpage,abilitytoseethe CTR,willhelptomeettheDSMobjectivewhilstincreasingsalesandtraffictothewebsite/app.

O2Wi-Fi hotspots Available downthewholeofOxfordStreetandmanyotherlocations.

Acquisition Discarded Levers

SEO Time isthemainconcernwithSEOthereforewouldnotbeanoptionatpresent.

PPC Very competitive,keywordswouldhavetobe‘fastdelivery’,‘samedaydelivery’,PPCadswhensearchingforactualproductsinstead oftheservicemaybecostlyandveryvariedwithavastamountofkeywords.

Hi-Low Mayenduprelianton promotions,ascustomerstendtofeelliketheyaregettinga‘gooddeal’.

Promotional pricing Consumersmaywaituntilthepromotionaland mayonlyusetheservicewhenapromotionisavailableandnotusetheserviceagain.

Instagram Highlycompetitive.

Conversion Chosen Levers

Futurepricepromotions Willhelptoreachpeoplewhowant tosurprisesomeonewithagiftorhaveforgottenaboutkeyeventssuchasvalentines dayandwillthereforeneedtousetheserviceiftheyarebusyandneedsomeone elsetocollectanddeliverproductstotherecipient.

Abilitytoreturnviacollect+directtoretailer

EaseforthecustomerandforDeliverooas wouldnotneedtocollectgoodsthatneedtobereturnedtotheretailer.

Online Reviews Influence theconsumer togoaheadwiththetransaction.

Timeorientateddelivery Providingaswiftserviceinafastpaced environmentwillencouragetheconsumertoproceedwiththeorderastherewillbelivetracking.

Associationwithpopularhighstreetbrands Large amountofpeople areinfluenced byhighstreetbrands,thereforewouldbemorewillingtousetheservice.

Landing page Vital forconversion,aneffectivelandingpagewillinfluencetheconsumertoproceedwiththetransaction.

Applanding page Lotsof peopleusingmobiledevicestoshop, thereforeitisimperativethatthereisanapplandingpageinplace.

Deliverooapp Usersshop viaappatpresent, implementingthenewserviceonthischannelisveryimportant.

DeliverooWebsite Largeamountofcustomers alreadyusethewebsite,needtoutilizethisandimplementnewserviceonthewebsite.

A/B Testing Abletocheckwhichlandingpageisworkingbetterand modifytoimproveconversionrate.

Conversion Discarded Levers

Paymentvia PayPal Could becostly,abletouseasecureserver instead.

Remarketing Focusingmanilyon socialmediaasthemain methodofpromotion atthisstage.

RetentionChosen Levers

Becomeaffiliates Abilitytoreachouttoalargeraudiencewhomaybeinterested intheservice,alotofpeopletrusttheaffiliatesopinions.

Tieredloyaltyprogram Willhelptoincreaserepeatcustomandcustomerloyalty.

Postsalesupport Vitalin e-commerce,providingpostsalesupportwillincreasecustomersatisfactionlevels.

Personalisation Improvesthecustomerrelationship, abletorecommend productsbased ontheusersprevioussearches.

Exclusive offersonsocialnetworks WillmeettheDSMobjectiveasthiswillincreasethe numberofpeoplewho‘like’and‘follow’Deliverooonsocialnetworks.

Emailmarketing Increase CTRtothewebsitewhennewproductsareinstock,abletokeepusersintheloopwithclothingtrendsandpromotions.

Website Updatingthewebsiteregularlyand keepinguptodatewithtrendswillinfluencecustomerstokeepvisitingthewebsite.

Socialnetworking sitesforcustomersupport

Good toolforcustomerserviceandsatisfactionlevels,lowcost, quick,abletoreachalotofpeopleandupdatefollowersofnewproductsthatareavailable,remindusersoftheservice,thespeedandqualityofitandalsoabletoruncampaigns.

Internalcustomer support viaemail Quickerthanvia phone,lowcostandwillhelptohandleanycomplaints/queries.

Referrals Peopletrusttheopinionoffriends/family, greatwaytomarketthenewservicetoalargeraudience.

Facebook Abletokeepfollowersup todatewithnewproducts,servicesandbrands.

Twtitter Canreachouttoaudience,uploadmediaoftheserviceinaction,getpeopletousing#DeliverRUSH.

Snapchat Canshowtheserviceinaction,customers receivingproducts,newbrandsandbehind thescenes!

RetentionDiscardedLevers

Externalemailhost Costlyandabilitytodothisinhouseforalowercost.

Tailoredoffers totheuser Tiered loyaltyprogramhasbeenchosenthereforerewardswillbeinplace forusersdependentuponfrequencyofuse.

Push notificationsadvertisingontheDeliverooapp

Canbeseenasannoyingby many,userswillneedtohavethisenabledinordertoreceivethem,thereforenocontroloverthisandthereachthatnotificationswouldhave.

Celebrity endorsement Can becostlyandmayhaveanegativeimpactifthecelebritiesimage/reputationweretochange.

Exclusivediscounts fromretailersifusingthenewserviceregularly

Tieredloyalty programisinplace,wouldrequirealotfromretailers,abletodiscountthenewDeliverooserviceinsteadoftheretailersproducts.

Instagram May beusedfurtherdownthelineinpromotionbutwouldliketofocusonDSMobjective,alsohighlycompetitive.

ACQUISTION COMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE

- EDLPpricing- Unique service,interactiveandfastservice- Both brandlevers- Socialmediasponsored posts- Facebook,Twitter and Snapchat

Abletotargetspecific locationsincludingthetargetsegment,thereachthatsponsoredpostson thesocialnetworksishuge,thereforeveryimportanttomentionthepricingstrategyandtheproductlevers.

YES Maybeseenastoocheap, somepeoplewillbeputofusingtheserviceastheycouldthinkitwilllackquality.

- EDLPpricing- Unique service/firstcompany toofferservice,fastservice.- Banner ads- o2Wi-Fihotspotchannel

Thetargetsegment areverylikelytoseetheadforthenewserviceasWi-Fiisvastlyusedbypeoplewhenoutandabout,especiallyonmobiledevices.Oxford Street,Londonwillbeprioritised.

YES Somepeopledo nottakenotice ofbanneradsespeciallywhenoutusingWi-Fihotspots.

- EDLPpricing- Interactiveandfastservice- Socialmediasponsored posts- YouTube

Vloggers videoonYouTubeshowingthenewinteractivefastserviceandlow pricinginaction,thenabletousesponsoredsocialmediapostsacrossnetworksmentioned.WillgainlotsofattentionandhelptomeettheDSMobjective.

YES Vlogger videomaynotreplicatethebrandwell,needtoensurethatworkwellwiththeVlogger.Maybeviewedtoomuch asanadvertandnotsomeonewhoenjoysthenewservice.

- Nopricinglever- Interactiveandfastservice- Unique service- Push notificationonapp promotingnewservice

Including theexistingcustomersinthenewservicewillhaveasignificantimpactinit’ssuccess, apushnotificationitisnotonlyeasytoimplementbutalsoeffective,shortandno needtomentionprices.

YES Usersoftheapphavetohavepushnotificationsenabled ontheirphones,notalldoandiftheydo,maynottakemuchnotice.

- EDLPpricing- Retailerswebsites- Landing pageonDeliveroo website- Deliveroobrand- Fast,interactiveservice,firstcompanytoofferservice

Onretailers websiteDeliveroowillhavealogowhentheuserisselectingthedeliveryoptions,byincludingthepricingstrategyandabriefdescription offastinteractiveservicetheuserwillbelikelytoclickthroughtothelandingpage.

YES Reliantonacompanies toplacethisontheirwebsites,maytakeawhile.

- ‘ShopNow’button on Facebook- Futurepricepromotions- Both brandlevers- Sponsored socialmediaads- Fast,interactiveservice,firstcompanytoofferservice- Facebookchannel

Byusingsponsored adsto highlightthenewserviceandalsoit’sspeediness ofthedeliverywillhopefullyimprovetheCTRfromFacebooktothewebsiteandhelptomeettheDSMobjective.

YES Somepeopledo nottrustsponsoredads,couldhavealsoincluded othersocialnetworkingchannelshowevertomeetDSMobjective‘ShopNow’onFacebookhasbeenchosen.

- Bundling- Postson socialmedia- Facebook and Twitter

Willnotgainasmuchreachandattractionas sponsoredsocialmediaposts,lesseffective.

NO Would keep existingfollowersacrosssocialnetworksintheloopviaupdates,mayloosesomebrandloyalty.

CONVERSIONCOMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE

- Online reviews- Landing pageonDeliveroowebsitewithA/Btesting- Associationwithpopularhighstreetbrands- Timeorientated delivery- Abilitytoreturnviacollect+directtoretailer

Higherconversionratewhenpeopleseepositive reviews,thiswillthendirectpeopletothenewlandingpageonDeliveroowebsitewheretheywillseethebrandsthatDeliverooisassociatedwithandefficientdeliverytimes,ascustomerscanreturngoodsforfree,needstobementioned. ByA/Btestingitallowsformodificationstocomparetwolandingpages,thiswillhelptoimprovetheconversionrate.

YES Notallpeopleareinfluenced byreviews,onenegativereviewormorecanputsomeone of usingtheservice,ormakethemhesitantaboutusingit.

- Timeorientateddelivery- Online reviews- Landing pageonDeliveroowebsitewithA/Btesting- Association withpopularhighstreetbrands- Abilitytoreturnviacollect+directtoretailer

Remarketingwillpromotetheservicetopeoplewhoare mostlikelytobeinterestedinusingit,statingthebrand,collect+andspeedofdeliverywillenticeconsumerstoconvertusingthenewlandingpageonDeliveroo’s website.A/Btestingwillhelptoimprovetheuserexperience andalsotheconversionrate.

YES Can beseenasannoying,bannerblindness, alsosomeusersmayhavealreadyusedtheservicebutontheirphoneandareseeingitagainonalaptop.

- Timeorientateddelivery- Online reviews- Applandingpageon Deliverooapp- Association withpopularhighstreetbrands

Lots of peopleusetheirphonestoshop, thereforeitisvitalthatremarketingonmobiledevicesisinplace,statingtheproductleversagainandbrandswillinfluenceuserstoclickthroughontothenewapplandingpageontheexistingapp.

YES Usersmayfindthisannoyingastheyhavealreadyviewedanad andarenotinterestedcoulddevelopabadreputationifconsistent.

- Online reviews- Retailers websites

ThismayinvadetheretailersspacebyimplementingDeliverooreviewsontheretailerswebsite.

NO Would influence peopletousetheserviceastrustonlinereviews.

RETENTION COMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE

- Personalisation- Post salesupport- Internalcustomersupportviaemail- Socialnetworkingsite- Facebook

Providingpersonalised support methods viabothinternalemailandonFacebook,willhelptokeepcustomersatisfactionlevelshighandinfluence repeatcustomwhilstalsoresolvingcomplaintsquickly.

YES Needtoensurethatpeopleareresponded toquicklyandallqueriesareanswered.

- Become affiliates- Both brandlevers- Website- Facebook

Affiliatespromotingthewebsite viasocialmediawillhelptoretaincustomerswhilstalsoacquiringnewones.

YES Affiliatesare commonlyused intheacquisitionstage.

- Become affiliates- Both brandlevers- Website- Twitter

Affiliatespromotingthewebsite viasocialmediawillhelptoretaincustomerswhilstalsoacquiringnewones,willpromotethenewservicemoreifonmorethanonechannel.

YES Doesn’tmeetDSMobjective.

- Tieredloyaltyprogram- Personalisation- Emailmarketing- Website

The tieredloyaltyprogrammustbepersonalised asitneedstosuittheindividualcustomersshopping habitsandfrequency. Allcorrespondence totheusersonthismustalsobepersonalised,including thewebsite.

YES Tieredloyaltyprogramscan beconfusingforsomeusers,toomanyemailstousers,theywillunsubscribefromreceivingthem.

- Exclusive offerson socialnetworks- Both brandlevers- Facebook- Website

WillhelptomeetDSMobjectiveandimprovefollowingacrossallsocialnetworkingsites.

YES Thismayhaveanegativeimpact onloyalcustomersastheycould justusetheseoffersinsteadoftryingtobehigherontieredloyaltyprogram.

- Referrals- Emailmarketing- Facebook- Retailerbrandlever

A lotoftrustinreferralsfromfriendsandfamily,byhighlightingtheretailersthatareavailableandofferingdiscountswillimproveretentionrates,themorepeoplereferredthemorediscountstheuserwillreceive.Thiswillbesentoutviaemailtoexistingcustomers,Facebookisincluded aspeoplewillbeaskedtolikethepage.

YES Tiered loyaltyprograminplacethatisalreadyanincentivetoreceivediscounts.

- Both brandlevers- Snapchat- Exclusive offers- Facebook

Snapchatisgrowinginpopularitysoitisvitalto tapintothismarket,byshowcasingtheDelvieroo brandandtheretailersbrandswhilstalsoadvertisingthewebsitecouldreachaverylargeaudience.

YES Notthat manyfollowerssowillneedtobepromoted.Anincentivemayneedtobeofferedtopeopleinorderforthemtofollowtheaccount.

- Emailmarketing- Website

Lotsof peoplethinkthatemailmarketingis‘spam’mail,especiallyisnotpersonalised and canbeviewedasannoyingthereforemayloosecustomers.

NO People areusedtoemailmarketingandwouldberemindedof theservice.

Combinations of Levers for Each Stage of the Customer Journey

SarahScarland,15108304

Example:

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Baldwin, C. (2016, March 10th). The pros and cons of putting Wi-Fi into high street stores. Retrieved March 10th, 2016, from Computer Weekly: http://www.computerweekly.com/feature/The-pros- and-cons-of-putting-Wi-Fi-into-high-street-storesBeard, N. (2014). Content Marketing with Interactive Tools: Pros, Cons, Examples & Best Practices. Retrieved March 11th, 2016, from Top Rank Marketing: http://www.toprankblog.com/2013/11/i nterac tive-tools-examples/Berger, J. (n.d.). Fuzzy Math: What Makes Something Seem Like A Good Deal? . Retrieved March 10th, 2016, from Jonah Berger: http://jonahberger.com/fuzzy-math-what-makes-something-seem-like-a-good-deal/Berman, C. (n.d.). Pros & Cons of Markup & Markdown Sale Prices. Retrieved 2016, from Small Business Chron: http://smallbusiness.chron.com/pros-cons-markup-markdown-sal e-prices-72872.htmlBlog, U. (2013, May 14th). DRAWBACKS OF INSTAGRAM WHEN PROMOTING YOUR ONLINE BUSINESS. Retrieved March 11th, 2016, from UK2 Blog: http://www.uk2.net/blog/instagr am-drawbacks-online-business/Boyce, L. (2015, October 24th). Halloween overtakes Valentine's Day as the third biggest retail event as fake blood and pumpkin sales jump 3000% since 2001 Read more: http://www.thisismoney.co.uk/money/news/article-3286170/Hallow een-overtakes-Valentine-s-Day-biggest-retail-event.html#ixzz46M h4UpTV Follow us: @MailOnline on Twitter | DailyMail on Facebook. Retrieved March 10th, 2016, from This is Money: http://www.thisismoney.co.uk/money/news/article-3286170/Halloween-overtakes-Valentine-s-Day-biggest-retail-event.htmlBrookins, M. (n.d.). Disadvantages of advertising with social media. Retrieved March 11th, 2016, from Small Business Chron: http://smallbusiness.chron.com/disadvantages-advertising-soci al-media-18746.htmlBusiness, A. (2016, March 10th). Every Day Low Pricing . Retrieved from All Business: https://www.allbusiness.com/barrons_dictionary/dictionary-every-day-low-pricing-edl p-4966282-1.htmlBusiness, S. (2016, March 10th). The Disadvantages of Marketing & Promotional Strategies. Retrieved from Small Business: http://smallbusiness.chron.com/disadvantages-marketing-promotional-strategies-35199.htmlCandy, R. (2016, March 10th). Referral Marketing Awesome Infographic. Retrieved from Referral Candy: http://www.referralcandy.com/blog/referral-marketing-awesome-infographic/Chaffey, F. E.-C. (2012). Digital Marketing - Strategy, Implementation and Practice. Harlow: Pearson.Chandler, S. (2013, March 12th). The Hidden Benefits of Social Media Marketing: Why Your Strategy May Be Working Better Than You Think. Retrieved March 10th, 2016, from Forbes: http://www.forbes.com/sites/work-in-progress/2013/03/12/the- hidden-benefits-of-social-media-marketi ng-why-your-strategy-may-be-working-better-than-you-think/#4167c0f71185Charlton, G. (2011 , September 14th). 44% prefer email for customer service: survey. Retrieved March 11th, 2016, from E Consultancy: https://econsultancy.com/bl og/7999-44-prefer-email-for-customer-serviceCharlton, G. (2015, July 3rd). 21 ways online retailers can improve customer retention rates. Retrieved March 11th, 2016, from E Consultancy: https://econsultancy .com/bl og/11051-21-ways-online-retailers-can-improve-customer-retention-rates/Charlton, G. (2015, July 8th). Ecommerce consumer reviews: why you need them and how to use them. Retrieved March 10th, 2016, from E Consultancy: https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/Claim, P. (2013, January 31st). The Review of Reviews. Retrieved March 10th, 2016, from People Claim: http://www.peopleclaim.com/blog/index.php/the-review-of-rati ngs/Davies, A. (2013, August 19th). Three major benefits of using personalisation in marketing. 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Retrieved March 10th, 2016, from Search Engine Journal: https://www.searchenginejournal.com/pros-cons-retargeti ng-2015/115394/Dredge, S. (2014, February 20th). More than one-fifth of Britons will use Twitter this year, claims report. Retrieved March 11th, 2016, from The Guardian: https://www.theguardian.com/technol ogy/2014/feb/20/twitter-uk-active- users-2014Epstein, J. D. (2016, January 18th). The Do's and Don'ts of an Effective Referral-Marketing Program. Retrieved from Entrepreneur: https://www.entrepreneur.com/article/254516Facebook. (2016, March 10th). Calls to Action. Retrieved March 10th, 2016, from Facebook: https://www.facebook.com/busi ness/a/online-sales/calls-to-actionsForbes. (2015, January 27th). Facebook Was The One Network People Used Less In 2014. Retrieved March 10th, 2016, from Forbes: http://www.forbes.com/sites/parmyolson/2015/01/27/facebook-active-users-decline/#24ee4fc5411bFranken, M. (2014, July 23rd). How Brand Transparency Builds Enduring Relationships With Customers. Retrieved from Entrepreneur: https://www.entrepreneur.com/article/235664Frog, E. (2012, November 14th). The Pros and Cons of email campaigns. Retrieved March 10th, 2016, from Emerald Frog: http://www.emeraldfrog.co.uk/the- pros-and-cons- of-email-campai gns/FrogDog. (2013, November 2nd). The Advantages and Disadvantages of Celebrity Endorsements - See more at: http://frog-dog.com/the- advantages-and-disadvantages-of-celebrity-endorsements/#sthash.dRI23jm2.dpuf. Retrieved March 10th, 2016, from FrogDog: http://frog-dog.com/the-advantages-and-disadvantages-of-cel ebrity-endorsem ents /Gardener, O. (2009, September 28th). Conversion Economics 101 – The Benefit of Landing Pages. Retrieved March 10th, 2016, from Unbounce: http://unbounce.com/conversion-rate-optimization/conversion-economics-101-the-benefit-of-landing-pages/Gazette, R. (2014, September 8th). Deliveroo poses growing threat to Just Eat’s dominance. Retrieved March 9th, 2016, from Retail Gazette: http://www.retailgazette.co.uk/bl og/2014/09/22424-deliveroo-poses-growing-threat-to-just-eats-dominanceGilliam, C. (2015, August 23rd). unday Debate: Are Push Notification Ads Ever Okay? Retrieved March 10th, 2016, from XDA: http://www.xda-developers.com/sunday-debate-ar e-push-notification-ads- ever-okay /Green, W. (2014, Febuary 13th). The Pros and Cons to Banner Advertising . Retrieved March 10th, 2016, from PPC: http://ppc.org/pros-cons-banner-advertising/Grow, W. a. (2016, March 11th). 8 Massive Benefits of Using YouTube For Business. Retrieved March 11th, 2016, from We are Grow: http://www.wearegrow.com/8-massive-benefits-of-usi ng-youtube-for-business/Guardian, T. (2014, September 2nd). Online shopping on mobiles overtakes desktop for first time. Retrieved March 10th, 2016, from The Guardian: http://www.theguardian.com/business/2014/sep/02/online-shopping-mobiles-overtakes-desktopHealey, J. (2014, June 3rd). The Benefits Of Including Push Notifications In An App. Retrieved March 10th, 2016, from App Makr: https://www.appmakr.com/blog/the- benefits-of-includi ng-push-notifications-in-an-app/Hill, J. (2013, September 5th). Do People Prefer Paypal over Paying Directly by Credit Card? Retrieved March 10th, 2016, from Hill Media Group: http://hillmediagroup.com/blog/2013/09/05/do-people-prefer-paypal-over-paying-directly-by-credit-card/Hitz, L. (2014, April 10th). Facebook Ads: The Pros & Cons. Retrieved March 10th, 2016, from Simply Measured: http://simplymeasured.com/blog/facebook- ads-the-pros-cons/#sm.0002mk4swuwqdm711tl1r 29uazvwbLazazzera, R. (2014). 14 Ways to Use Offers, Coupons, Discounts and Deals to Drive Revenue and Customer Loyalty. Retrieved March 10th, 2016, from Shopify: https://www.shopify.co.uk/blog/15514000-14-ways-to-use-offers-coupons-discounts-and-deals-to-drive-revenue-and-customer-loyaltyLePage, E. (2015, September 17th). A Long List of Instagram Statistics and Facts (That Prove Its Importance). Retrieved March 11th, 2016, from Hootsuite: https://blog.hootsuite.com/instagram-statistics-for-business/Leroy, S. (n.d.). Retention vs Acquisition in Affiliate Channel. Retrieved March 10th, 2016, from Affilinet Inside: http://www.affilinet-inside.com/opinion/retention-vs-acquisition-in-affiliate-channelMarketing. (2011, July 11th). Boden chooses CollectPlus for customer returns. Retrieved March 10th, 2016, from Collect Plus: https://www.collectplus.co.uk/news/boden-chooses-collect-for-customer-returnsMcEachern, A. (2014, November 19th). Tiered Program Loyalty. Retrieved March 10th, 2016, from Sweet Toooth Rewards: https://www.sweettoothrewards.com/blog/tier ed-program-loyalty/Media, P. (2016, March 10th). What are the pros and cons of sponsored posts? Retrieved March 10th, 2016, from Prose Media: http://www.prosemedia.com/start/2287/Merritt, C. (2016, March 10th). Bundle Pricing Strategy. Retrieved from Chron: http://smallbusiness.chron.com/bundl e-pricing-strategy-67049.htmlModulates. (n.d.). 9 disadvantages of youtube for business . Retrieved March 11th, 2016, from Modulates: http://www.modulates.com/disadvantages-of-youtube-for-business .phpNasri, G. (2012, December 10th). WHY CONSUMERS ARE INCREASINGLY WILLING TO TRADE DATA FOR PERSONALIZATION. Retrieved March 10th, 2016, from Digital Trends: http://www.digitaltrends.com/soci al-media/why-consum ers-are-increasingly-willing-to-trade-data-for-personalization/o2. (2016). Wifi. Retrieved March 12th, 2016, from o2: http://www.o2.co.uk/apps/wifiOfcom. (2015, August 6th). The UK is now a smartphone society. Retrieved March 10th, 2016, from Ofcom: http://media.ofcom.org.uk/news/2015/cmr-uk-2015/O'Kane, B. (2015, May 31st). PROS AND CONS OF PAY-PER-CLICK (PPC) MARKETING. Retrieved March 10th, 2016, from Burning Flame Interactive: http://www.burningflameinterac tive.com/aj-burni ng-flame-blog/pros-and-cons-of-pay-per-click-ppc-marketingPaperstudios. (2009, May 17th). The Benefits and Disadvantages of Personalization, Community Building, and Direct Email. Retrieved March 10th, 2016, from Paperstudios: https://paperstudios .wordpress.com/2009/05/17/the-benefits-and-disadvantages-of-personalizati on-community- building-and-direct-email/PayPal. (2016, March 10th). Home. Retrieved March 10th, 2016, from PayPal: https://www.paypal.com/uk/hom ePayPal. (2016, March 10th). PayPal Feed. Retrieved March 10th, 2016, from PayPal : https://www.paypal.com/uk/webapps/mpp/paypal-feesPhilippines, D. M. (2016, March 10th). The Pros and Cons of PPC Marketing. Retrieved March 10th, 2016, from Digital Marketing Philippines: http://digitalmarketingphilippines .com/the-pr os-and-cons-of-ppc-marketing/Philippines, D. M. (2016, March 10th). The Pros and Cons of Using SEO for Your Business. Retrieved March 10th, 2016, from Digital Marketing Philippines: http://digitalmarketingphilippines.com/the-pros-and-cons-of-using-seo-for-your-business/Print, P. (2016, March 10th). Social Media Marketing Pros and Cons. Retrieved March 10th, 2016, from PS Print: https://www.psprint.com/resources/social-media-marketing-pros/Rains, J. (2010, August 26th). Pros and Cons of Online Customer Product Reviews. Retrieved March 10th, 2016, from American Express: https://www.americanexpress.com/us /small-business/openforum/articles/pros-and-cons-of-online-cus tomer-product-reviews-1/Ray, B. (2011, January 28th). O2's free Wi-Fi in detail: How free is free exactly? Retrieved March 12th, 2016, from The Register: http://www.theregister.co.uk /2011/01/28/o2_free_wi_fi/Rundquist, I. (2010, August 9th). The pros and cons of online advertising. Retrieved March 10th, 2016, from Mind Fire Communications: http://www.mindfirecomm.com/blog/the-pros-and-cons-of-online- advertising/Schools, M. (2016, March 10th). Referral Marketing. Retrieved from Marketing Schools: http://www.marketing-schools.org/types-of-marketing/referral-marketing.htmlSedghi, A. (2014, February 4th). Facebook: 10 years of social networking, in numbers. Retrieved March 10th, 2016, from The Guardian: http://www.theguardian.com/news/datablog/2014/feb/04/facebook-in-numbers-statisticsSevilla, V. (2015, September 23rd). The Pros And Cons Of Building A Mobile App for your Business. Retrieved March 11th, 2016, from Web Design Ledger: http://webdesignledger.com/mobile-apps-pros-cons/Skool, M. (2016, March 10th). Promotional Pricing. Retrieved from MBA Skool: http://www.mbaskool.com/business-concepts/marketing- and-strategy-terms/3237-promoti onal-pricing.htmlSnapchat. (2016). Ads. Retrieved March 11th, 2016, from Snapchat: https://www.snapchat.com/adsSpeed, A. (2015, Febuary 1st). What are the pros and cons of banner ads? Retrieved March 10th, 2016, from Ad Speed: https://www.adspeed.com/Blog/pros-cons-banner-ads- 1666.htmlStatista. (2015). Number of monthly active Facebook users worldwide as of 4th quarter 2015 (in millions). Retrieved March 10th, 2016, from Statista: http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/Statista. (2015). Number of monthly active Twitter users worldwide from 1st quarter 2010 to 4th quarter 2015 (in millions). Retrieved March 11th, 2016, from Statista: http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/Storify. (2016, March 10th). Advantages And Disadvantages Of Mobile Commerce. Retrieved March 10th, 2016, from Storify: https://storify.com/fertilewri234/advantages-and-disadvantages-of-mobile-commerceStreet, O. (2016, March 10th). Services. 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