The marketing strategy to increase Gen Z and Millennials' usability of Asda's website: A case study of ASDA Uk

John Ologunebi

MPRA Paper from University Library of Munich, Germany

Abstract: In response to the evolving digital landscape, this report unveils a strategic marketing approach to enhance the usability of Asda's website for the influential Gen Z and Millennial demographics. Rooted in qualitative research, the study employs interview questions as a powerful data gathering tool to discern the distinctive preferences, expectations, and challenges faced by these tech-savvy consumers in their online interactions with Asda's platform. The research methodology involves a systematic deployment of interview questions designed to elicit nuanced insights into user behaviors, digital expectations, and satisfaction levels. Through direct engagement with members of the target audience, the study captures qualitative data that goes beyond conventional quantitative metrics, providing a deeper understanding of the multifaceted factors influencing website usability. Findings from the interviews serve as the cornerstone for a bespoke marketing strategy, addressing identified pain points and capitalizing on expressed preferences. The proposed strategy encompasses user-centric design enhancements, personalized content delivery mechanisms, and innovative technological integrations to create a more seamless and engaging online experience. This article emphasizes the integration of interview-based insights as a qualitative lens to complement quantitative metrics, enriching the overall analysis. The research contributes to a more holistic comprehension of the digital landscape, acknowledging the significance of direct engagement with consumers for effective marketing strategy formulation. As the retail sector undergoes digital transformation, the article concludes with actionable recommendations derived from the interview findings. By prioritizing user-centric design principles informed by direct consumer insights, this marketing strategy not only seeks to optimize Asda's website usability but also aims to establish enduring connections with the discerning Gen Z and Millennial consumer base, thereby positioning Asda for sustained success in the competitive online retail landscape.

Keywords: Marketing strategy; Gen Z & Millennials; Website Usability; Website optimization; Digital engagement; Online shopping; Retail; User experience; Consumer preferences; Customer satisfaction; Digital transformation (search for similar items in EconPapers)
JEL-codes: M0 M3 M30 M31 M37 M39 (search for similar items in EconPapers)
Date: 2023-12-10
New Economics Papers: this item is included in nep-mkt and nep-pay
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