The 5 I’s of the marketing mix were developed by Peppers and Rogers (1997), as stated by Chaffey and Smith (2013), the 5I’s are complementary to the 7P’s of the marketing mix. The 5 I’s define the processes required to satisfy customer in conjunction with the variables i.e the 7 P’s the marketer controls.
The 5 Is are :
Chaffey and Smith (2013)
- ‘Identification-customer specifics
- Individualization- tailored for life time purchases
- Interaction- dialogue to learn about customer’s needs
- Integration-of knowledge of customer into all parts of the company
- Integrity– developing trust through non-intrusive marketing such as permission marketing’
Facebook and the Asos website are discussed below to showcase the 5 I’s utilized on the respective websites.
The first thing facebook asks one to do when you open their site is to provide details of your name, email address and birthdate (see figure 1). Facebook is getting to know us with these simple details and spreading information about us across the company. After signing up as shown in figure 2, Facebook gets to know you a little more about your favourite sports, athletes, music, interests etc. Through fan pages you’ve joined, athlete pages you’ve liked etc. It combines all these aspects to build a customer profile.
Individualization is depicted as Facebook allows its users to personalise and customise their profile to suit their needs. As shown in figure 4, one can individualise their page through their profile picture and their cover photo based on their interests, passions, hobbies fascinations etc.
Facebook interacts with its users through its Help Center page (figure 5) where one can search for anything they need. From this interaction, Facebook gains an understanding of it users articulated and unarticulated needs. Also as shown in figure 6, based on frequent interaction with users Facebook has identified popular user queries and as a result has devised a list of top questions with answers.
Knowledge of customers is embedded in Facebook’s system, as the company keeps a record of customer’s activities (figure7), place’s they’ve visited, websites they frequently visit (to which sponsored advertisements are linked) and a timeline of customer’s activities.
Facebook maintains integrity, as it secures the trust of its customers by ensuring customer information is protected, and privacy is maintained. This is implemented by the high security and privacy protection tools (figure 8) the network has in place.
Asos has a visibly efficient Identification process, in the first step of joining Asos the site acquires customers personal details (see figure 9) to get to know its customers.
Individualisation is a top priority at Asos, as we can see from figure 10 customers can refine their search based on the particular type of product they want, select the size and colour and brand they’re looking for. There is also an option for women to shop from a Petite and Regular size section. This personalisation or individualisation benefits the customer as their needs are satisfied. Also ASOS benefits as it forms a relationship with customers that can grow the customers’ business with the company, and can add long term value to the business.
Asos communicates with its users through its Help page where users can search for an answer to a general question, type in their question in a Help box as well as through other online mediums including email and social networking sites such as Facebook and Twitter. See figure 11.
Integration is evident in ASOS’s website, following the identification of its customers, based on customers browsing patterns, preferences, habits, buying behaviour etc, the company clearly understands its customers and their needs this is evident in figure 12, where the company recommends products suitable to the customer’s needs.
Chaffey, D and Smith, PR 2013, Marketing Excellence fourth edition, Routledge, New York, NY.