Sainsburys: The Importance Of Social Media Marketing

1. Introduction

John James Sainsbury and Mary Ann, his wife Sainsbury founded Sainsbury’s, pioneer of the self-service retailing concept in the UK in 1869 with a shop in Drury Lane, London. The company has become the largest grocery retailer in 1922. At present times Sainsbury’s is one of the second largest chain of supermarkets in the UK with a market share of the UK supermarket sector of 16.9% and the holding company, J Sainsbury plc is split into three divisions. The vision of the company is to be the most trusted retailer from where people will love to work & shop. They’ve also refined the goal to reflect their commitment as to make the life of the customers easier by offering great quality and by serving at fair prices to meet the needs

Researches of the past years shows- In Europe and America over 80% of teens and young adults are using social media of different types. Soft drink giant Coca-Cola is already integrating Facebook as a part of their marketing plans with 20 million of Facebook fans. Those kinds of changes indicate to significance of social media marketing for present world.

What could this research shed light on?

This research will explain positive as well as few negative impact of social media marketing. Example of recent social media marketing mishaps will be included to protect any type of incidents. Overall, it will examine the importance of social media marketing & how it can enhance the consumer loyalty.

1.3 Aim of the Research

The aim of the research is to know the using of social media marketing in Sainsbury and how it is affecting its customer loyalty.

1.4 Research objective

The objective of the research is to investigate the role of social media marketing in increasing customer loyalty of Sainsbury’s, UK. Here are the objectives of the research:

1. To explore the factors relating to social media marketing in retailing industry.

2. To identify how retailing techniques can increase customer loyalty in

Literature Review

In this literature review the researcher tries to discuss the usage of different social media marketing tools used by organizations and how the put an impact on customer’s purchase making process. There are many literature and theories that the researcher used to develop a conceptual frame work and research paradigm.

2.1 Social Media

Social media marketing is one of the most recent versions of marketing method that is creating buzz marketing all over the world (Silvestre, 2011). According to the research of Forbes (2013) the number of customers has increased rapidly because of the use of the social media to know about the product and make the comparison with other products of other producers. According to Anon (2014), more than 80% of the fashion house has utilized social media sites to capture a large market share. Along these lines, the noteworthy improvement in fashion house by social media sites has been caught by the individuals everywhere throughout the world. As indicated by Coursaris and Van Osch(2014) the patterns of purchasers have been changed with the advancement of social media marketing everywhere throughout the world. Customers are willing to have products inside of the sensible time period. Therefore the characteristics of the products should have been found out by the customers inside of the time period. As stated by Kaplan and Haenlein (2010) that social media has spoken to progressive improvement in shion house by the initiation of the