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Evaluating the use of e commerce in a brick and click organization that balances ecommerce with a continued high street presence

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The company was established in 1919 has grown steadily to become the largest food retailer in UK offering various food and nonfood products. Sme of the nonfood products sold by the Tesco Company include clothing and electronics (De Toni and Tonchia, 2003, p The retail also offers various services such as entertainment and insurance. Tsco also has branches in other different countries such as China, Hngary, U and Thailand and employs more than 440,000 people globally. Te company has been able to remain ahead of its competitors by strategies such as mergers, aquisitions, epansion and reliance on technology.

Te success of the company may also be attributable to strong leadership and innovation (De Toni and Tonchia, 2003, pOne of the most notable developments by Tesco happened in 2000 when Tesco. cm was launched. I 2001, te Chief Executive of the Tesco acknowledged that e-commerce is a major development to the company which helped change the relationship between the company and its customers. cm is among the best online shopping systems globally as the website is able to than 70, 000 orders weekly.

Te websites helped change the purchasing behaviors of customers as they do not have to physically get to the stores to buy their groceries. Te website essentially offers customers the benefit of shopping from the convenience of their homes and to have their products delivered there (Palmer, 2004, p When ordering online, cstomers can have their products delivered the next day or they can even order 28 days prior to the delivery. Tsco has further developed an online system to allow customers to purchase their Smart-phones.

Tis is a form of e-commerce known referred as the mobile commerce (m-commerce) and was necessitated by the fact that more customers can access internet from their mobile phones in contrast to using computers which are less portable (Palmer, 2004, p Additionally, te company has a system to maintain customer loyalty and therefore it introduced Tesco Loyalty Club. Tis strategy was introduced to ensure that the company is able to lock in customers to prevent them from being taken by its competitors as they earn for every which they can later redeem for some products from the store (Drejer, 2000, pTesco does not only rely on technology to sell its products but it also relies on computer based technologies to manage it supply chain. ..

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preview essay on Evaluating the use of e commerce in a brick and click organization that balances ecommerce with a continued high street presence
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: E-Commerce
  • Level: Undergraduate
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