Social Networking Channels and E-CRM Linked with Sainsbury’s E-commerce Platform along with Proposals for Additional ImprovementSocial Networking Channels and E-CRM Linked with Sainsbury’s E-c

Sainsbury’s “e-CRM” efforts are mostly facilitated via the usage of diverse “cookies” on its shopping website for instance “NetOutcome”. This cookie suggests that Sainsbury's employs e-CRM tools from the company “Redeye International Ltd”. These e-CRM tools help Sainsbury's more reasonably target marketing transmissions to its shoppers, enhance customer segmentation, and improve customer engagement. Further, Sainsbury’s online shopping platform is associated with diverse social network platforms, including Pinterest, Facebook, LinkedIn, Twitter, and YouTube. Through these social network platforms, Sainsbury’s advertises its product efficiently which helps the company to improve its overall sales and revenue generation.

Further suggestions for enhancing the digital marketing strategies of Sainsbury's:

Expand Social Media Engagement: Sainsbury’s online shopping platform is connected with diverse social media networks such as Facebook, Instagram, Twitter, LinkedIn and Youtube. These social media networks may greatly help the organisation’s e-commerce platform to conduct appropriate marketing and engage a diverse shopper base. However, Sainsbury’s online shopping platform should expand its social media platform reach by adding more social media platforms with its e-commerce platform such as TikTok. In 2023, the recorded active user base per month is recorded at “1 billion” and this platform is mostly utilised by women in the age group of 18 to 24 (Statista, 2023). This indicated that by expanding its social media network to TikTok Sainsbury’s can improve sales of its beauty and fashion products as one-fifth of the total user base of TikTok is female.

Leverage Influencer Marketing: Sainsbury’s should critically focus on conducting influencer marketing as it has a presence in diverse social media networks. In 2022, in a survey one-fourth of the participants stated that influencers of social networks profoundly influence their shopping preferences. Additionally, Gen Z people are more sensitive in this scenario (Statista, 2022). This indicates that by prioritising influencer marketing the company can gradually grow its younger shopper base and improve sales. Hence, it is recommended that Sainsbury’s e-commerce platform leverage influencer marketing to grow its younger shopper base and drive sales.