Digital Business and Marketing Report: Greggs

Introduction

Greggs is one of the largest bakery and‌ food-on-the-go‌ retailers in the UK․ The company is transitioning from being a customary bakery business to a digital business through the use‌ of mobile applications‚ social media‚ loyalty programmes and online‌ food delivery services․ Greggs has embraced social media to‌ engage with‌ customers and promote products․ Online platforms such as Instagram‚ TikTok‚ Facebook and X have‌ been used to‌ market the Greggs brand to a young audience․ The business has also created partnerships‌ with influencers and delivery platforms such as Just Eat and Uber Eats to broaden‌ its online presence․

Digital marketing is essential‌ in commercial marketing since potential customers spend more time on their mobile devices and on social media for‌ their decisions․ Chaffey and Ellis-Chadwick (2022)‌ argue that it helps‌ organizations to increase engagement with consumers‚ build brand loyalty and improve conversion rates by targeting and data-driven approaches․ Therefore‚ the report seeks to formulate a digital marketing strategy for Greggs by analysing its social media marketing strategy and detailing its impact on customers' conversion‌ rates to suggest an alternative digital marketing process apart from social media‌ marketing․

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