Your digital strategy should start from the period when a customer initially receives contact from Jack Wills Ltd., by e-mail or any other marketing method, to when they receive delivery of the product that has been purchased.
Your report should provide detailed comments on the following:
♦ SWOT Analysis of the online marketplace in which the company operates. Your report should include an in-depth SWOT analysis that analyses the Strengths, Weaknesses, Opportunities and Threats that Jack Wills Ltd. faces in conducting business online in their online market place.
♦ Personalisation Strategies. You should propose and justify a series of methods that Jack Wills Ltd. could use to provide a more personalised online shopping experience to their customers; this should be for both their website and e-mail marketing.
♦ Digital Marketing Methods. You should identify, describe and justify the digital marketing methods which you believe this company should employ to attract new customers to their e-commerce website.
♦ E-Commerce Website Enhancements. You should identify and describe any enhancements that you believe this company should make to its e-commerce website. This should take into account: (1) any website accessibility issues, including fonts used, colour schemes and accessibility on different devices, and (2) any trust and credibility enhancements, including inclusion of new content.
♦ Customer Journey Map. You must include a one-page customer journey map which proposes a new customer journey that Jack Wills Ltd. could implement in order to improve the customer experience from the initial point of contact to the point of product delivery. You should provide a description of your customer journey map.
Your report should reference at least six published sources of information and be written in the third person. Wikipedia is not to be included as a reference source and over-reliance on web-based articles is not considered appropriate for this assignment.
GUIDANCE:
Title Page: This should include the Module Name, Assignment Title, Course Title and the Word Count of the report.
Table of Contents This section should contain your proposed Digital (Business) Strategy for Jack Wills Ltd. In this section, you should present your analysis against the five points described above. You may use sub-sections for this purpose.
Costumer Journey Map On the final page of your report, you should include your Customer Journey Map and with full description. Remember, your customer journey map must only be one page.
Reference List References should be included for all source material you use in this report. The reference list should be included at the end of the report in a single integrated list; it must follow the Westminster Harvard Referencing Style.
Also The word count excludes the title page, table of contents, customer journey map and reference list.
