Recommendations for PrettyLittleThing's relationship marketing strategy.
PLT’s relationship marketing (RM) strategy is effective in building relationships with customers, suppliers, internal and external markets that add value for both parties. It many instances, however, PLT does not differ from its competitors’ strategies, therefore, its RM approach can be enhanced to add further value and achieve competitive advantage.
Introduce mass customisation, initially, a t-shirt could be offered allowing customers to create a design or upload a photo. In the long-term, more products could be offered. The product is unique making customers feel like they are treated individually, therefore, adding value.
Develop customised communications through post-purchase behaviours using CRM to track the types of products customers like, such as those in their wishlist, and personalise emails showing products that they will like. Again, this makes customers feel individually treated.
Improve internal marketing for warehouse employees. Many customers receive incorrect parcels, therefore, further training should improve picking performance, resulting in customer satisfaction.
Provide consistent internal communications by designing a handout for all new employees to ensure they understand the aims and objectives of PLT. This embeds information within PLT in a way that is sustainable, increasing its intangible competitive advantage.
Increase intangible elements by improving customer service employees training to enhance customer care. For example, overcompensating customers when they are dissatisfied. If a customer has received the incorrect item, offer them a discount on their next order as well as a refund. This treats the customer more personally and adds value.
Introduce a loyalty scheme where customers can build points to win products or to spend online. This creates an advantage in ordering from PLT over competitors and pushes customers higher up the loyalty ladder.
Manage potential threats from stakeholders, such as environmentalists or celebrities through extensive communication to prevent media coverage that may be damaging to PLT.
Maximise communications between suppliers to ensure exceptional treatment of workers so they are happy and performing well to be able to serve the end customer better.
Implementing these recommendations enables PLT to have a more effective RM strategy, therefore, enabling them to serve the final customer better, resulting in increased competitive advantage and profitability.