Question

Discuss how Zara creates and maintains a relationship with their customers. Consider the role that technology plays in facilitating the relationship with the customer.

Answer 1

Zara has evolved the new 4 Es of marketing, it is everything about the customer. They aim to foster a highly engaged workforce that translates into highly engaged interaction with customers. The new 4 Es of marketing which differentiates Zara from other competitor brands are Experience replaces Product, Exchange replaces price, Evangelism replaces promotion and Every Place replaces Place.

Zara has introduced an Augmented Reality ( AR)experience in its Stores, where the Shoppers can engage their mobile phones to see models wearing selected fashions when they click on sensors in the store or displayed on AR-enabled shop windows. This is best suited to attract the  millennials Shoppers who are technology savy. It generates customer curiosity and pulls in customers.