1. M-commerce in the retail industries is expected to grow to over $438 billion by 2020, almost equal to the amount generated by desktop-based traditional e-commerce. Strong ties between consumer use of social networks, mobile devices, and location-based marketing presents a huge opportunity for fashion retailers like Boohoo and Zara to expand the market reach beyond their current customers.

1. What would be the common steps taken by both companies to implement an appropriate social marketing process? Explain. (5 Marks)

2. Assuming Boohoo is utilizing the mobile platform and social marketing in its branding campaign for the retail market, targeting individual customers. How best would the pure-play e-commerce company measure the campaigns effectiveness? (5 Marks)

3. In order to offer faster, more efficient service without queues, in 2017 Zara launched its first Automated Collection Point for Zara.com orders. This tool has allowed the company to offer its customers a comfortable and agile online purchase collection experience, taking just a few seconds. This Automated Collection Point, which will be installed in its stores around the world, allows the customer to easily collect online purchases at stores by scanning the QR code or entering the PIN code included on the electronic receipt. The automated system will instantly locate the order, transferring it to the collection door in just a few seconds.

How will location-based marketing techniques, namely geo-aware and proximity marketing, be utilized by Zara to assist in this Automated Collection Point deployment?

(5 Marks)