How internet marketing has led to River Island being efficient, effective and successful
Online promotion:
River Island practices online promotion on their website. They place advertisements in the form of banners and pictures on their homepage to attract customers. The advertisements on their homepage are radiantly coloured in order to be visually appealing to the viewer and attract their attention .they are also bold which also helps to gain the viewer’s attention. River Island places multiple promotional banners on their website in order to appeal to much more specific audiences of their existing customers. They do this so that their existing customers are aware of what sales River Island is presently having which would therefore encourage more sales which are a benefit to River Island use of promotion through online marketing as it is evident that River islands online promotion is being developed as previously their online website was washed-out because they followed a black and white colour scheme, with a slide show on the home page displaying about three different areas of their website. The way in which they display their website presently is very different, but has improved as it appears that their online promotions are much more vibrant and display more areas of their website, which then encourages customers to browse there. By doing this, through the use of internet marketing, shows development within the business as they are constantly attempting to change their image in order to attract more customers and retain existing customers. This is a reason as to how internet marketing has led to River Island being an efficient, effective and successful business by promoting themselves through online promotion to appeal to existing customers as well potential customers.
River Island also sends promotional emails to their customers after their customers create an account by their email address. Through emailing, River Island is able to promote them by offering information about events, sales or coupons that the company is able to provide. By the use emailing promotions to their customers, River Island is able to compete with rival businesses that offer similar products at similar prices. They are also able to update their customers about new offers and promotions that are available at River Island Through this form of internet marketing, River Island is able to update information frequently in order to effectively inform customers of deals and offers in order to appeal to them. Another way in which River Island is able to promote them is through the use of search engines. If a potential customer is browsing goggle, for example and they search for a certain item of clothing, or a word associated with River Island, River islands website will be on the first page of the search listings on the search engine. This then optimises River islands chances of promoting themselves through the use of search engines. And so the use of online promotion that river island uses through the use of internet marketing leads River Island to being an efficient, effective and successful business. This is because the promotion used through internet marketing helps River Island to branch out to wider markets and encourage them to purchase their products. The use of online promotion also helps to maintain a relationship with customers as they are able to communicate efficiently with the customers through the use of emails, which then enables River island to effectively promote themselves further to their existing customers ;this then encourages the rate of sale and River Island’s overall profit gain .
Access and speed service
By providing products through their website.River islands ustomers are able to purchase their products 24 hours a day. This means that they do not need to stand in a queue or go to a store at a specific time in order to purchase a product or service.Standing in queues or having to travel to River islands store may encourage potential customers from purchasing products from River island as they may not be able to access a River island store.By being able to purchase a product at any time of the day , along with the aspect of not having to leave their house also means that customers will be encouraged to purchase products due to the case of access , which then increases River islands performance as they are able to gain a larger profit from the use of internet marketing .This then makes river island a more successful due to the uses of 24 hour services, which enables customers, as well as encourages them, to purchase river islands products from their website.
River islands customers are also able to access information about products and services such as delivery and returns through their FAQ section on their website, which is available 24\7 .This saves their customers much time as they do not need to get in contcact with River island in order to answer their questions or queries ; instead they are able top access River islands FAQ section on their website in order to find their own answers. This makes River island a successful business as they use internet marketing effectively through their FAQ section which answers a wide range of questions that their customers may have.
Process
river island s process also helps them to be successful as they enable customers to consume River islands products through the use of internet marketing. The process of purchasing products from River island is not complicated for the customers to register with their website.It is necessary for the customers of river island to sign up with their website by creating an account because it then allows the customer to experience the easy process of purchasing products from the use of of online internet market through River islands website which helps River island to be more successfulk through their use of internet marketing.
By registering, customers will only need to provide their details once, which saves time.making this aspect of their website a benefit . The process of creating a registered account with the wbsute is not a long process either. River island requires only certain details of the customer, which includes their name ,address and billing information such as credit card details.After creating the account, customers will only need to click on what they wish to purchase , and confirm it.This then encourages quick purchases as welll as benefits for both the company and the customer as the process to purchase the products from the company is not complicated through this use of the internet marketing .if it were complicated customers would be less likely to purchase products through River islands use of internet marketing,which is why internet marketing has led to River island becoming a successful and efficient business.
River island provides contact for their customers through the use of their website, which helps the customers to contact the company for any inquiries.This suggests that the company is attempting some form of relationship with their customers as they provide a direct emailing system which allows the customers to write quick messages to the company through the use of their website.by also using this form of internet marketing.River island are able to encouarage customers to get in contact with them about any inqueries that they may have, improving the level of communication between the business and their customers which also makes river island a successful business.
Disintermediation
By river island selling their own products, which they make themselves from their own manufactures , the amount of stages that it takes to obtain the products that they sell are decreased compared to other companies that sell a range of different lablelled clothing. There are no ‘ middle men’ which handle River islands products , which means that river island is able to obtain their products quicker and offer them to their customers quicker than rival companies that do not do the same.This is an advantage for river island, as they do not rely on any other business or partners in order to gain products, which means that river island is also not dependant on any other buisnessthis makes the overall process of gaining products and offering them to their customers quicker for River island , which helps to improve River islands overall perfomance as a bnusiness.
Reaching wider markets
Also, through the use of internet marketing.River island are able to reach out to wider ,markets. They are able to use internet marketing because many markets that the business aims their products towards use the internet marketing because many markets that the business aims their products towards use the internet marketing to access a variety of products.River island is able to reach wider markets by making certain key words relate to their website.For example if acustomer were to search a certain item of clothing ,the filter method on search engines provides the link to their main website or directly to an item which River island provides. By doing this customers are able to find river islands website more easily and quicker, which then enables River island to reach out to a wider market as it links more audiences and a wider variety of non - existing customer to their website.
By using this aspects of internet marketing, River island is able to attract more customers to r´their website, more so than they would to an actual store. This would limit the amount of customers that river island would be to attract also as the amount of people that visit the area which the store is located are limited.However, through thevuse of the internet , the amount of customers that River island is able to attract is not limited ; it is increased as they are able to offer their products to a range of countries.this aspect of internet marketing has then led to river island becoming an effective and successful business as they are able to efficiently branch out to a wide range of target audiences.