MSc IN STRATEGIC MARKETING 2021/22 OMNICHANNEL RETAILING MODULE & CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER EXPERIENCE: ASSESSMENT Team presentation (formative assessment - this does not contribute to module mark) & Individual assignment (100% of module mark, 2,500 words) Lecturer: Dr Tamira King Introduction The aim of this assignment is to enable students to develop competencies in applying tools and techniques covered in the modules as part of the development of an omnichannel retailer, enhancing their CRM and customer experience strategy. An important part of this module is a team presentation, in which each team will apply theoretical models to a retailer of its choice. Teams will be encouraged to choose a company at the start of this module, and to use the time between sessions to begin work on the project, for example by trying out frameworks which have been covered in the previous sessions. After the team presentation, each student in the team is asked to write a document on the application of one model/frameworks of their choice to this company and the report and integrate a section dedicated to the CRM and customer experience strategy of the retailer (in the different /newly proposed channels) and please detail how the company should improve CRM and customer experience in the future (2,500 words total.) Brief: Omnichannel retail and CRM Customer Experience case study Choose a high street retailer that is also an e-retailer (bricks and clicks), or a retailer which is currently single channel but which could become multichannel. Your mission is to evaluate the firms current retail and CRM And CX strategy and to make recommendations for improvement. Carry out an investigation and prepare a presentation comparing the retail and e-retail operations. Aim for an approximately equal balance between bricks and e-retail (or an approximately equal balance between the channels if you are considering more than two, e.g. catalogues). Presentation The assignment involves extensive secondary research. Prepare a presentation making use of models and frameworks from this course as you judge appropriate. Rather than trying to be inclusive, choose perhaps three or four models/frameworks which you find useful for analysing this retailers strategy. Examples you might draw on include:

• IDIC
• QCI
• 5 process CRM mode
• The wheel of retailing (for this and the next three models, see e.g. supportive Journal readings and/or Goworek & McGoldrick, 2015)
• The retail life cycle
• The retail accordion
• Web atmospherics: e-store design, layout, image, loyalty and branding
• Visual merchandising in-store
• Service Quality models SERQUAL, GAPs
• McKinseys dimensions of retail value proposition

You are encouraged to obtain secondary data on the company, its market and its competition. This can be supplemented by your own examination of its outlets and online presence, and where appropriate with your own experiences of dealing with the company. Although you may of course divide up some of the research and drafting between team members, remember that the first priority is for your group to work as a team to produce a coherent, single presentation. There will be a maximum of 10 minutes for the team to present, so please restrict your presentation to a maximum of 8 slides. You can include up to 5 further slides for appendix material if desired. At least 4 members of the team should be involved in presenting, please. Individual report Write an individual report (2,500 words maximum) on an aspect of the retailers multichannel and CRM strategy. The report should be an explanation of the application of one or, at most, two models to the retailer, with implications for how the retailer might improve their strategy. This will typically correspond to the part of the presentation that you took a lead in creating, but ultimately its up to each student. The report must also contain a section dedicated to the CRM and customer experience strategy of the retailer (in the different channels) and please detail how the company should improve CRM and customer experience in the future. Assessment The team presentation is formative (that is, it is intended to help your learning and does not contribute to module mark) and the individual document constitutes 100% of the mark for this module. Both the team presentation (formative) and the individual document will be assessed on criteria as follows:

1. Background to retailer and market
2. Understanding of retail and omnichannel and CRM concepts and tools
3. Impactful application of tools in analysis and recommendations
4. Effort
5. Communication
6. Presentation

Timeline In the modules first session, the project will be introduced. Learning teams are encouraged to select a company to work on immediately after this session. To avoid two teams working on the same company, one of the team members is asked to register their choice by e-mail with Tamira, latest by Monday 17^th or Tuesday 18^th January 2022. She will confirm whether the company choice is acceptable by email. The sessions on 22/23/24^th March 8.45am-1:15pm are for teams to present in class/on zoom to Tamira. The individual report should be submitted to Turnitin (on the ROM Canvas page) (11th April 2022 completion by 23.59pm)

Attachments:

crm---rom-ass....doc