Marks & Spencer Essay Example | Topics and Well Written Essays - 1500 words - 1

Marks & Spencer - Essay Example Britain hypermarket net Tesco is one of such leaders. This company sails one third of all foodstuffs in the country. At first glance Tesco and Marks & Spencer have similar sites intended for online shopping. But in fact there is a good deal of differences, which can be disclosed after some working with the necessary parts of these sites. Marks & Spencer sails more elegant staffs (like clothes, gifts or furniture), so it's aimed to another audience. But surely the same person can do shopping as in Tesco so in Marks & Spencer shops, but in Tesco - each day, while in Marks & Spencer once a week or rarely. Tesco set close cooperation with University College London. The scientists offered new methods of gathering, checking, collating, review, storage, access, retrieval and update of statistics information of retail sells. Fed every second by Tesco's 12 million Clubcard holders, the Crucible database could in theory generate about 12 billion pieces of data a year if each cardholder bought just 20 items a week. This information is analyzed very attentively. MIS helps managers to understand what goods are sold better together, to place them accordingly on the counters in supermarkets. Experts, who carry out such analysis for Tesco, insist that the company has one of the biggest customer databases in the world. National brand buildup took place thanks to Tesco owners and managers, who understood British customers wishes, whims and the mechanism of decision making. It became possible after using Management Information System (MIS). In fact company's managers pay much attention to analyzing the customers behavior: what, when and why do they buy and in what way is it possible to lead them to buy more. At first, hypermarket provides constant (season, holiday, single) discounts for that goods and stuffs, which customer buys oftener then others. At the end of a quarter each Clubcard holder gets voucher, equivalent to sum total, he spent in Tesco hypermarkets. Additionally they are rewarded with coupons, which allow discounts to that goods, the customers can enjoy (according to MIS results). Surely, this generated information is based on purchase data analysis. Management Information System (relevant module) defines the consumer goods basket, which can be potentially interested to a customer. During the quarter Tesco sells about 6 million letters with propositions of different discounts to loyal clients. Surely, Marks & Spencer hasn't such a model. But they needn't! Their target audience differs from Tesco's, so as their discount system. They also offers great discounts on their site and a customer can immediately watch it. Let's provide a comparative analysis between two these sites. Each side should contain company information. At Marks & Spencer website this information is represented rather widely: you can see as general information (company