Mid Term Assignment

Customer Journey for an Offline Store

example of Zara

The Course: MENTR204 - Customer Centric Strategies

Professor: Manal Negmeldin
Done by: Violeta Kotvitska

2021
 1. Zara: Background

Zara is a family business founded in 1975 by Amancio Ortega and Rosalia Mera in
northern Spain. In the first store, mostly inexpensive items were presented, which
were very similar or were copies of expensive brands. Over the course of eight
years, Zara stores have attracted the attention of Spanish consumers due to their
special approach to fashion, which has led to the opening of nine more stores in the
largest cities in Spain.
In 1985, Ortega created a new trend called "instant fashion". A new production
design process was created, which made it possible to shorten lead times and
respond to trends with a new, more lightning speed.
In the next decade, Zara began expanding its borders to global markets, and in more
detail - the market of Portugal, USA, France, Mexico, Greece, Belgium, Sweden,
Malta, Cyprus, Norway and Israel. Today the company has grown so much that it has
more than 2,264 stores worldwide, strategically located in the largest cities in each of
96 countries. According to Statista (2020), Zara is one of the largest retailers in the
world with a turnover of approximately $ 18 billion in 2019, and the founder of the
brand is ranked sixth on the Forbes list of the world's richest people (Amancio
Ortega | Forbes, 2021). nnnnnn vnj gnjdk kk gh gh gh gh gh gh gh gh

2. Customer Segment
According to Clifton (2017), Zara's main target audience is customers who are
interested in buying fashionable clothes and haute couture products in general, but
they do not have the opportunity to make a purchase in existing high fashion
boutiques due to high and unaffordable prices. The main target segment is women
from 17 to 40, living in the middle income segment, however Zara also offers clothing
lines for men and children. (Marketing tree blog, 2017). nnnnnn vnj gnjdk kk gh gh
gh gh gh gh gh gh

3. Customer Journey
Customer journey is the most important marketing strategy.
A customer journey is the whole relationship a customer has with a brand. It includes
all consumer experiences across all platforms, devices, and touchpoints, from
recognition to loyalty, at any level of the customer lifecycle. (McDonald, 2021).
For Zara, the main thing is the client. Experience for the client, exchange of
information with the client. Establishing a connection with the client and getting the
opportunity to be for him everywhere and everywhere.
For Zara, the main thing is the client. Experience for the client, exchange of
information with the client. Establishing a connection with the client and getting the
opportunity to be for him everywhere and everywhere.
The company has a clear understanding that the product is no longer the "king" of
the retail arena. The customer experience matters much more than the products
offered, these are the laws of the new retail economy.
In each store, the logistics are built in such a way that the client has access to scarce
offers and new styles that are changing rapidly, which makes the client want to come
back again and see everything again.
Moreover, Zara builds up a close relationship with the client through meeting their
expectations and through the formation of non-material values. In this context, not
material values ​are convenience and time, but in the context of Zara, they are fast
deliveries and their availability in the quantity and format in which the client needs it.
By such actions, the company grows a loyal customer, which subsequently,
according to Cohan (2018), 80 percent of sales come from them.
Zara, based on the above strategic steps, creates a meaningful brand experience,
and sharing these experiences is very valuable. Thus, loyal customers will become
the main engine for brand promotion. Together with promoting marketing, Zara
attracts customers and stimulates them to spread information. If you pay attention to
the activity of Zara's social networks, you can see that Instagram has more than 16
million subscribers, Facebook more than 25 million and more than a million on
Twitter. Such popularity in the vastness of social networks also gives the company
the opportunity to analyze customer reviews and needs in order to improve or
change one or another already existing concept. nnnnnn vnj gnjdk kk gh gh gh gh
gh gh gh gh

As mentioned earlier in this section, Zara emphasizes that the client is the main
thing. Based on this, the company has developed its own unique marketing
approach, going beyond the 4P’s. They create a 4E’s concept: experience,
exchange, evangelism and every place strategies for each client, not on the old
concept of place, price, promotion and product. The main thing was that the
company listened and listened to its customers, responded to them and their
requests. It is with this strategy that Zara's service agents responded to over 17
million inquiries in 2016. Thus, the customer becomes the chief account manager, as
he provides feedback on all aspects of the enterprise's work. nnnnnn vnj gnjdk kk gh
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Today the customer decides everything, not the company. Realizing this, Zara
engages the client in the decision-making process and in the quality assessment
process. The client becomes an integral part of the mechanism. It is with this
approach that Zara creates for the client the most comfortable customer journey.

References:
Forbes. 2021. Amancio Ortega | Forbes. [online] Available at:
<https://www.forbes.com/profile/amancio-ortega/?sh=4273221a116c> [Accessed 28
March 2021].

Clifton, O., 2017. Zara Customer Profile. [online] Issuu. Available at:
<https://issuu.com/oliviavictoriaclifton/docs/zara_customer_profile> [Accessed 28
March 2021].

Marketing tree blog. (2017). Retrieved from Marketing Tree Blog Web site: https://
marketing

McDonald, S., 2021. CUSTOMER JOURNEY: HOW A HOLISTIC STRATEGY

DRIVES PROFITABLE BUSINESS GROWTH. [online] Available at:
<https://www.superoffice.com/blog/customer-journey/> [Accessed 28 March 2021].

Statista. 2020. Statista. [online] Available at:

<https://www.statista.com/statistics/980126/brand-value-of-zara-worldwide/>
[Accessed 28 March 2021].
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