I will explain the benefits to consumers of a business utilising online marketing. Using a product-based company Argos, a service-based Easyjet and a charity-based company Oxfam, I will describe the

I will explain the benefits to consumers of a business utilising online marketing. Using a product-based company Argos, a service-based Easyjet and a charity-based company Oxfam, I will describe the benefits of their websites to their customers, including information on the following: comparing and selecting, product information, dynamic pricing, customer service and responsive transactions.

Argos

Comparing and selecting	Argos website provides price transparency and the customers can compare the prices of similar products easily. When it comes to shopping for products online, Argos is a good choice since its website has special online exclusive good which cannot be found in stores, apart from having a better stock availability and a wider range online as well. The customers can compare the prices of products easily not only on the website itself but also on the following comparison websites: www.moneysavingexpert.com, uk.shopping.com (providing data on Argos clearance bargains) and www.pricerunner.co.uk.
Product information	Argos website provides its customers with better, more specific information than in-store staff members, such as product description, high-quality images and promotional deals. Any visitor of Argos website can also check availability of the goods in stock and can return the products for free or exchange his purchase. Shopping on Argos website also gives consumers the benefit of an opportunity to discuss their purchases: any satisfied customer can leave a review and create ratings under the product information, which is visible for all registered and not registered customers.
Dynamic pricing	Apart from having the usual discounts on products during the Christmas time and summertime, Argos applies dynamic pricing tactic in its marketing by offering goods that are in clearance section and a regular website visitor can see how the price of a certain product fluctuates during a passage of a week or a month. Argos also offers more than a thousand of products on price cuts and hundreds of goods that are on clearance on a regular basis.
Customer service	Argos has an extensive range when it comes to customer feedback, ranging from product summary (which includes overall rating and recommendations) and a facility to share this product on other websites such as Twitter and Facebook, to individual reviews of every customer. The website manages to build relationships with its customers with the help of a personal service: personalisation (when the website recalls customer’s previous order, offers the variety of similar products and the front page of Argos website is personalised due to customer’s former purchases). If a customer wishes to contact Argos or make a compliant, he can call the Customer Service Department (a telephone number is provided), or email Argos by clicking on ‘contact us’ on its website (www.domgen.com), or write to the Customer Care Manager at Domestic & General Services Limited (the address is provided)
Responsive transactions	The speed of service of the website is rapid and there is a function of secure online shopping at Argos by securing customers’ personal details, utilises SecureCode and additional security steps when transactions are made. A consumer who is purchasing any product must first sign in, in order to checkout enter his email address and will become a member. Overall, Argos website is designed in a simple way and is easy and coherent to use. Argos consumers benefit from the flexibility of shopping online: there are no sales advisors who would pressure into buying or force up their redundant opinion.

Easyjet

Comparing and selecting	Easyjet website provides price transparency and the customers can compare the prices of similar flights and different destinations and hotels easily. By booking tickets online from Easyjet website, the customers benefit from being able to compare the ticket prices of each day and month, can compare the availability of flights depending on the location of a particular airport. The customers can compare the prices of flights easily not only on the website itself but also on the www.moneysavingexpert.com website.
Product information	Easyjet customer’s benefit from up-to-date information on destinations that the company flights to and extensive data on hotel deals, taxi and car rent deals. The website provides information about how to contact Easyjet, about terms and conditions, acceptable use policy and privacy policy; about how to write to Easyjet, information about delays and cancellations, flying with children, fees & charges, travel insurance, special assistance, delays and cancellations, baggage allowance, car hire, online booking and about airport check-in. There are Easyjet forums on the following websites www.cabincrew.com, www.airlinequality.com, where any registered user can review and express his opinion on Easyjet level of service.
Dynamic pricing	Easyjet website provides price transparency and the customers can compare the prices of similar flights and different destinations and hotels easily. Easyjet eOffers (online offers) reflect current advantageous travel deals, tour packages and hotel deals that are available for each and every Easyjet customer who is registered on the website.
Customer service	Easyjet website provides special eOffers. Any consumer simply needs to register to become member and get access to Easyjet’s eOffers. Once a customer becomes a member, he will be contacted with details of special offers and promotions about Easyjet services of interest specifically to him and his family and he will be among the first to hear about Easyjet promotions, new routes, schedule launches and other beneficial travel deals. A request of one’s personal data is available: if a customer wants to find out what information regarding his personal data is held by Easyjet, he can send an email. Any wishful consumer can contact Easyjet, give feedback via emailing the company, submit his question to the company via providing Easyjet with his contact details and then wait for reply. Easyjet has many of the answers to the most frequently asked questions available on its website and a site visitor can type a question into the search box to access this information. Easyjet Customer Team is available 7 days per week, contact number is provided on the website, so anyone can call and attain feedback.
Responsive transactions	Easyjet website users benefit from being able to obtain information about their travelling as well as book flight tickets 24 hours per day and 7 days per week. When buying a ticket on Easyjet website, a customer has to enter his email, password and provide some of his personal information. Easyjet website is easy to use, speed of the website is rapid which appeals to its users who are looking for not time-consuming shopping, even when it comes to service-based companies.

Oxfam

Comparing and selecting	Oxfam website utilises the policy of transparency so the customer sees clearly where exactly his donated money go. Information on latest Oxfam shopping discount deals is available on the following comparison websites www.moneysavingexpert.com, uk.shopping.com.
Product information	Oxfam website informs potential donators and simply site’s visitors how they can get involved and how they can help and to show what can be improved in the world with the help of their little donations: “See for yourself how £3 a month helps”. Oxfam website provides a lot of data about the organisation itself, their policies and practises that the organisation applies in all of its actions, link to related blogs; promotes what Oxfam is doing right now, how any of website’s visitors can volunteer to contribute to Oxfam’s mission of fighting poverty. The website also informs how the customers can attain feedback: Oxfam can be contacted by email with questions, comments or feedback. FAQs are also available on the website, as well as terms and conditions, privacy and cookies, annual reports and accounts, statement of legitimacy and accountability, history of Oxfam, Oxfam’s vision, values and goals, media on Oxfam and how an individual can start a career at Oxfam.
Dynamic pricing	As a charity-based organisation, Oxfam does not offer discount prices, markdowns or clearance items. Oxfam also does not use a method of dynamic donations, however, the charity provides extensive variety of ways to donate, if a customer wants to see his money put to a good cause. A person can leave a gift in his will (such as providing a reliable supply of water), or support Oxfam Unwrapped gifts campaign (from goats and chickens to school supplies), can make a regular donation, make a one off donation, donate to Oxfam shops, donate to an emergency or to an Oxfam project or be a part of Gift Aid your goods scheme.
Customer service	A dedicated person, who is committed to donating his money on a regular basis, or an individual who wants to make a single donation, can register on the website and will get Oxfam email updates and to stay in touch with Oxfam news. A donator who is committed to helping Oxfam to raise money, benefits from the website by the easiness, accessibility and that he can donate his money rapidly, instead of contacting the organisation directly, which can be time-consuming. The website promotes what Oxfam is doing right now, states clearly where precisely donator’s money go, how any of website’s visitors can volunteer. The website also informs how the customers can attain feedback: Oxfam can be contacted by email with questions, comments or feedback. FAQs are also available on the website to both registered and unregistered users. Oxfam also offers a facility to share a particular product with one’s friends and family on websites such as Twitter and Facebook.
Responsive transactions	In order to make a donation or to shop online on Oxfam website, the site user has to sign in, register and become a member. The website itself has rapid service, is easy to use and all information about the charity and current events, ways to help is presented in a transparent, clear and coherent way.

Bibliography:

http://www.oxfam.org.uk/

http://www.easyjet.com/en

http://www.argos.co.uk/

Дата добавления: 2015-11-04