Walmarts Grocery Pickup Operational Excellence - Free Essay Example

Sample details Pages: 9 Words: 2785 Downloads: 2 Date added: 2019/07/26 Category Business Essay Level High school Tags: Walmart Essay Did you like this example? Introduction In an organization, operational excellence is the execution of organizations business system with more prominent consistency and productivity than the opposition. It encourage the usage of the practices and work process required to accomplish what the business requires to be effective. An organization enforces the most effective strategy that has minimal operational risks, low operation costs, and enhanced revenue relative to its rivals. Particularly, in retail industry each business sector operational excellence is important to achieve overall business success. Further, operations excellence can be achieved via various business parameters, starting with top managements objectives on quality, dependability, cost, reducing errors, and minimizing risk, and translating them within the organizations each business operations would result achieving operational excellence. Don’t waste time! Our writers will create an original "Walmarts Grocery Pickup Operational Excellence" essay for you Create order The online sales and related business of retail industry, like any other e-commerce market, is very competitive and challenge. In effect, players in the retail industry strive to enforce operation excellence as a way of gaining leverage and remaining ahead of competitors. One of the firms operating within this industry is Walmart? ® Inc. Walmart? ® was founded in 1962 and established on 31 October 1969, headquarters in Bentonville, Arkansas, and since then, the company has continued to dominate the retail industry and its global presence in 28 countries with 11,718 stores and clubs is a virtuous indication of how the company has remained successful amidst the competition. In effect, the objective of the research is to review the manner in which operational excellence resulted from store/Grocery Pickup strategy has facilitated Walmarts success within retail industry, and providing recommended solutions to address challenges faced in the Grocery Pickup strategy. Background It is important to for a firm/organization to have an efficient operations process system in place that can reduce cost, higher capital utilization, and dependability, which in turn could be a basis for building a strong operational skills for future innovation and being symbol for quality and successful. Walmart? ® online sales is a small slice of its overall business, but it showed a significant revenue growth of online sales of 33% compared to store sales of 2.1% in the first quarter 2018 (Meyersohn, 2018). Online sales is an encouraging sign for Walmart? ® since its introduction and it helped the digital growth of Walmart? ® revenue increase by 1.4% YoY to $117.5 billion for the first quarter 2018. The applicable theory in the study of operational experience is the Goldratts Theory of Constraints as postulated by Costas et al. (2015). In order to examine the impact of operations excellence on organizational success, the model offers a framework that can be applied in outlining the most integral factors that limit attainment organizational goals in an effort to address the constraints limiting the firms performance. In this regard, the theory offers powerful tools regarding the approach that organizations can implement to realize operational excellence. The Walmart? ® concept of Grocery Pickup is a part of online/digital sales strategy, and has been selected for the current analysis as an organization implementing operational excellence strategies across its US network of stores and clubs. As the company expands to new regions across the world, the operational strategy will be aimed at making the firm more competitive. Customers today are looking for more convenience, choice and savings, and Walmart? ® offering Online Grocery Pickup service for fast, easy way of shopping for grocery items. According to Oakland (2014), operation excellence is described as an outstanding practice that the organization implements to achieve outstanding results. The practice of operational excellence has been built around a number of concepts that collectively are geared to achieving organizational success. These concepts include results orientation: focus on customer service delivery, leadership, and consistency of purpose, effective management of processes and facts, people engagement and development and continuous learning. Other factors that are embodied in operation excellence include innovation and improvement, facilitating continuous learning developing partnerships and being public responsible. Organizations embrace operations excellence as an approach for achieving organizational strategic objectives and clients expectation. Organizations thus implement the concept of operational excellence by integrating leadership and teamwork, as well as problem-solving as measures of constant improvement throughout the organization as well as addressing the welfare of employees and meeting the demands of clients. The idea behind operational excellence is to maximize the existing processes within the organization in order to give the company leverage over other competitors in the retail industry. Statement of the problem In the wake of increased competition on the global scale and global downturn in the economy, many businesses have been compelled to review their strategy in order to boost their efficiency to survive. Measures such as cost-cutting and efficiency strategies are some of the approaches that firms are implementing to counter the inherent challenges. Operational excellence offers a viable choice for domestic and global companies to gain a competitive edge and survive in the industry. Nonetheless, not many firms have successfully implemented the practice, mostly because of the lack of skilled personnel to facilitate the process but, Walmart? ® has implemented operational efficiency in its online sales strategy, and identified most convenient way of providing grocery store via online shopping, this service may help customers to get fresh products like diary and meat produces as store pickup which may not available at online shopping. Walmart? ® want to explore this concept of Grocery Pickup at their stores for online shopping customers, and integrate this service of online selling in to their traditional brick-and-mortar practice as a way of attaining a competitive edge. Most studies that have been facilitated with regard to operational excellence have mainly focused on online sales compared to in store sales and the inclusion of total quality management in organizational processes. The knowledge gap that the current study seeks to address Grocery Pickup service operational challenges and that can be integrated with Walmarts overall business model to attain success. Mainly, picking groceries proficiently presents numerous difficulties uncommonly in a retail location condition the same number of demonstrated distribution center picking efficiencies cant be embraced because of absence of automation, merchandise driven designs and the idea of the requests. The picking procedure likewise has a tendency to be manual expanding satisfaction costs as well as constraining income openings making the picking procedure a bottleneck to the quantity of requests that could be guaranteed to clients on the site. Research Objectives The primary objective of this research is to incorporate the concept of automation in store pickup services thereby increase of online customer base and to determine the change in their process performance. Since this paper primarily uses the findings of the past studies on this topic, it will also strive to bridge the gaps in the existing literature on store pickup. Lastly, it will demonstrate how competitors of Walmart? ® using store pickup services as an additional revenue to ensure improvement in their online sales process. Main Research Objectives The objectives that the research seeks to achieve are as follows: i. To establish the operational excellence strategies on Walmarts Grocery Pickup service ii. To examine the impact of operational excellence in Walmarts performance and competitiveness iii. To establish and suggest operational strategies that Walmart? ® can implement to realize organizational efficiency w.r.t to store pickup and enabling the Walmarts online sales business to survive the competitive business setting Methodology The methodology section covers the approach that was applied in the research. Mainly it incorporates a blueprint that facilitated the collection, measurement, and analysis of the data. Aspects covered include the research design, the target population, the research sample, and methods applied in the analysis. The Research Design The study conducted relied on various articles describes store pickup options available as a part of their online sales through their website. In regard, we focused on stores that have store pickup services and their challenges as a sample so that the outcome could be generalized to the overall business process in relation to store pickup services. The research is based on qualitative research, whereby data was collected from the selected organizations that has store pickup services offered as a part of their online sales. The case design approach adopted in the research attempted to define the subject by establishing a profile to denote a group of problems. Mainly, this was achieved through the collection of data to show the various process available in store pickup services in selected companies. The approach was considered ideal for the research as it facilitated a reflection of the right state of affairs regarding the implementation of operational excellence at Walmart? ® Groce ry Pickup services without deviating from the aim of the research. The sample Home Delivery of basic needs is by and large more intricate than transportation books, hardware, toys, attire and different things. The essential reason being nourishment is transient. Liquefied frozen yogurts and broke eggs negatively affect edges as well as think about inadequately the client encounter. Furthermore, the last mile adds to about 33% of the general inventory network costs. Given these difficulties Walmart? ® chose to pilot crowdsourced conveyance in one of its business sectors. The supply chain group assembled a last mile conveyance stage to empower simple coordination with crowdsourced conveyance accomplices. Picking perishables goods successfully makes various troubles demonstrated the same number of distribution center picking efficiencies cant be embraced because of absence of robotization, merchandize driven designs and the idea of the requests. The issue of picking improvement handles two interlacing choice focus conveying orders among groups and deciding a cluster picking course for each clump with the end goal to limit the aggregate satisfaction time for all requests. Limitations Grocery shopping is a normal assignment, it is generated from a need and not desire. There are various limitations to this study due to limited players in the store pickup service providers. Walmart? ® is one of the largest retailer in the U.S.A, with many outlets across the globe. In this regard, the business dynamics across the regions of operations vary significantly. Therefore, it will be challenging selecting a representative sample that will truly reflect the operational efficiency factor from a general outlook. Notably, this challenge can be overcome by choosing a case study, whereby the focus of the research will be within a single region such as the United States only. This approach is ideal especially when Walmart? ® outlets in one region will be selected to feature the representative sample. The second limitation is the time and financial resource constraint that researcher will face in conducting the research. This challenge can be overcome by scheduling the research activities within the given time period to ensure that the research is conducted within the projected time to avert delays or changes in the project scope, as well as additional costs. The limitations of Walmart? ® Grocery Pickup that the research seeks to achieve are as follows: i. There is a $30 minimum purchase for all Walmart Grocery orders. ii. Substitutions may cost Walmart as they need to substitute unavailable product with available one priced at higher, for example, if a customer ordered a 4 pack of coke, and Walmart? ® is out of stick for 4 pack then they substitute with available 6 pack coke. iii. Coupons and rewards use may not be available with all Walmart? ® stores Research findings and Analysis Walmart? ® Online grocery shopping and pickup offering is an attract service for Walmart customers due to its accessibility and availability in more than 1,000 stores in the U.S.A. How It Works: Ordering (Walmarts Fact sheet, 2015) Customers visit Walmart.com/grocery and enter their zip code. Customers can then browse the Walmart Grocery assortment online, which carry the same prices as local Walmart stores. During checkout, customers choose a designated store to visit and select a timeslot to pick up their order. How It Works: Free Pickup (Walmarts Fact sheet, 2015) Orders are fulfilled from our local stores by Walmart personal shoppers. Customers will receive a phone call to let them know when their order is ready and the specific location at the store to pickup (usually in front of or at the side of the store). Once customers arrive at their pickup location, there will be reserved parking spaces for online pickup customers and a designated number to call in order to alert an associate in the store. That associate will quickly retrieve the prepared order and load it into the customers car. Same-day pickup is available orders placed by 2 a.m. will be available for pickup from 8 a.m. and orders placed by 10 a.m. will be available from 1 p.m. Pickups can be scheduled seven days a week, up to three weeks in advance. According to Slice Intelligence (2017), Walmart Grocery and Samss Clubs US e-commerce sales together grew around 63% YOY in second quarter 2017, resulted from online and store pickup services. Target? ® BOPIS Target? ® introduces BOPIS (Buy Online Pickup In Store) services in 2013 to support their omnichannel strategy to benefit their customers include saving on shipping costs and save time. There is a 15% increase in Target? ® online sales after launching BOPIS in 2013, and the volume of online orders for store pick-up grew by 50% in 2016 (). As per our research, Targets order pickup facilitates 90% of orders are ready for pickup within an hour, and make sure there is a less chance of products being out of stock. Kroger? ® Kroger? ® has ClickList pickup services provide similar pickup services like Target? ® and Walmart? ®, and it gained its customers experience after introducing their ClickList pickup service. Kroger? ® had research collaboration with University of Cincinnati and working on innovative techniques to improve store pickup services. Challenges Our research findings on store pickup services reveals that, most of store pickup services has similar challenges related to automation including the prospects of added payroll for employees handling orders and the additional workload in stores, inventory needs, adapting to new fulfillment procedures, queries about existing technology would handle new inventory needs worries that filling online/web orders could reduce store stock levels, and order prioritization for online customer orders. Store Pickup Challenges Automation Inventory Needs (Real-time) Handling Orders/ Priority (Manual) Added Payroll (Manual) Target? ® No No Yes Yes Kroger? ® No No Yes Yes Walmart? ® No No Yes Yes The other challenges that store pickup services face from the website design and customer interaction with online ordering, for example, item not found rate is higher than projected due to vast list of customer choice that may or may not available which results 50% of cancellation of online orders. There are many reasons that surfaced this cancellations like, some stores has limited capacity of maintaining stock/inventory in the warehouse. Another, biggest challenge that most of companies faces from customer service and coordination with online order system with backend engine, specifically, integrating inventory systems with order pickups and prioritization. Recommended Solutions Walmart leverages technology to help support their store pickup services business strategy and uses an in-house developed supply chain visibility tools to facilitate communication and collaboration with inventory management. According to Arnold and Fernie (2000), Wal-Mart invested approximately $4 billion in developing in-store technologies. Automation in store pickup using robots could leverage Walmart? ® to speed up store pickup service. Walmart Labs is still researching this innovative to reduce manual intervention and save cost from labor and order handling process. We recommend the use of Robotics due its exceptional capability in managing in-store inventory management with online orders and prioritization, and thereby improving operational excellence in Walmarts Grocery Pickup services. In addition, Robotics can also help in identifying items within store and reduced repetitive effort of visual inspection by Walmart associates within the store, for example shelf scanning robots can place missing item and place at designated shelf location. Use of advanced technologies in inventory management can improve current store pickup services, for example, use of Stitch Labs in the current processes by automating, centralizing, and streamlining multichannel inventory and operations into a single platform, provides the visibility and control over online orders and prioritization. Retailers lose $1.75 trillion annually due to the cost of overstocks, out-of-stocks, and returns. References Costas, J., Ponte, B., de la Fuente, D., Pino, R., Puche, J. (2015). Applying Goldratts Theory of Constraints to reduce the Bullwhip Effect through agent-based modeling. Expert Systems with Applications, 42(4), 2049-2060. Digital sales jumped 33% last quarter. (n.d.). Walmarts online sales grow 33%. Retrieved from https://money.cnn.com/2018/05/17/news/companies/walmart-stock-jet-amazon/index.html Oakland, J. S. (2014). Total quality management and operational excellence: text with cases. Routledge. Walmart. (september 2015). FACT SHEET WALMART ONLINE GROCERY PICKUP [Brochure]. Author. https:// news.walmart.com/reporter/ Timmermann, M. (2018, September 25). Kroger Grocery Pickup: What you need to know before your first order. Retrieved from https://clark.com/shopping-retail/online-shopping/kroger-savings-tip-clicklist-grocery-pickup/ Briggs, B., Evans, K., Zaroban, S., Brohan, M., Lindner, M. (2017, March 03). Fulfilling web orders from stores wasnt always easy for Target. Retrieved from https://www.digitalcommerce360.com/2016/06/14/fulfilling-web-orders-stores-wasnt-always-easy-target/ Arnold, S. J. Fernie, J. (2000). Wal-Mart in Europe: Prospects from the UK. International Marketing Review, 17(4/5), 416-432.

Essay on Product Differentiation - 635 Words

Fast food companies such as McDonald’s, Taco Bell, and KFC are all an example of monopolistic competition. Monopolistic competition is characterized by (1) a relatively large number of sellers, (2) differentiated products (promoted by advertising), and (3) easy entry and exit from industry (McConnell p.445). Fast food companies fit into monopolistic competition because consumers perceive that there are non-price differences among the competitors’ products, there are many producers and customers in a given market, and the producers have a degree of control over the price of the products (Wikipedia). Fast food companies have the ability to set there own price without losing customers because of product differentiation. For example,†¦show more content†¦Marketing also plays a key role in product differentiation. By marketing a product to make it seem different from a competitor is important in a company setting itself apart from competitors. For example, McDo nald’s has for years carefully cultivated its image as a place for kids to have fun (Ronald McDonald visits, play area, etc.). This is what sets McDonald’s apart from the competition. Although Burger King offers similar food, McDonald’s makes more money because they have done a better job marketing their product. If you were to eat a McDonald’s sandwich and then a Burger King sandwich, you may not notice much of a difference. But the food is marketed to make it seem that these sandwiches are much more different than they really are. The last characteristic of a monopolistic competition that the fast food industry exemplifies is easy entry and exit from the industry. Using the example above, other food vendors are allowed to open outlets in the shopping mall if they thought it would be profitable to do so. In addition, existing firms can and will close if they find they are not covering their cost in the long run. 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Network Programming Project Report Free Essays

Project Report 1155028688 Wang Cong Overview This project is a practice of Windows socket programming. In this program we need to complete the following things: 1. Establish a TCP connection to the server. We will write a custom essay sample on Network Programming Project Report or any similar topic only for you Order Now 2. Create a TCP socket listening on a port for the ROBOT program. 3. Create a UDP socket for receiving packets 4. Send and receive messages via TCP sockets 5. Send and receive messages via UDP sockets 6. Compare the throughputs in different buffer sizes. This program is programmed by C++. Program Design I defined the following functions to complete the tasks: void OnError () This function is used to print an error message and call WSACleanup(). It is designed to simplify the clean-up steps when error occurred. * SOCKADDR_IN *CreateSocket (SOCKET s, u_short port, int type = IPPROTO_TCP, bool isServer = false) This function will create a socket for TCP/UDP connection Parameters: s—-Reference to the socket port—-The port on which to create the connection type—-The connection type(TCP/UDP) isServer—-Set it true to establish a TCP server socket and make it to listen from the port, and false to establish a TCP client socket. Return: return the SOCKADDR_IN pointer pointed to a SOCKADDR_IN object. NULL if any error occurred, and then the OnError() function will be called * Int sendTCP (SOCKET s, const char *m) This function will send out a TCP message over the stream socket Parameters: s—-Reference to the socket m—-The message to be sent Return: SOCKET_ERROR if any error occurred. , else return bytes sent. * Int recvTCP (SOCKET s, char *buffer, int len) This function will receive a TCP message from a stream socket Parameters: s—-Reference to the socket uffer—-The buffer to receive a message len—-The buffer length Return: SOCKET_ERROR if any error occurred or the buffer is a NULL pointer, else return bytes received These functions are designed in order to make the program more clearly. More detail is written in the program. Bonus Part: Testing The Relationship Between Throughput And Buffer Size Figure [ 1 ] Testing On Localhost Figure [ 2 ] Testing On 100M LAN Figure [ 3 ] Testing On 802. 11b Wireless Network We can see the following conclusions from the figures above: 1. When testing on localhost, the throughput will increase when buffer size increases, and after a particular buffer size, the throughput will decrease 2. When testing on 100M LAN, the throughput will increase and approach the maximum speed(100Mbps) 3. When testing on Wireless Network, the throughput is relatively stable. Because the speed of wireless network is relatively slow. But the throughput is not reaching the highest speed, I think it is because of a higher delay than it was in LAN and localhost environment. How to cite Network Programming Project Report, Essay examples

Portfolio work Development Essay Example For Students

Portfolio work Development Essay As a class we read the poem The Devils Wife by Carol Ann Duffy which is about the case of five murders committed by Ian Brady and Myra Hindley, the victims were buried across the Yorkshire moors hence the case being named The Moors Murders. The poem The Devils Wife is Carol Ann Duffys interpretation of Ian Brady and Myra Hindleys relationship. In groups we discussed how we interpreted the poem and how their relationship developed, that if neither of them had ever met then it is thought that neither of them would have committed the murders, this tied in with the idea of fate which we had been looking at. We will write a custom essay on Portfolio work Development specifically for you for only $16.38 $13.9/page Order now We annotated it by writing about what it made us think and feel. Our group believed that the main aspect of the poem was the power Ian Brady gradually took from Myra Hindley. We focused on the first two sections of the poem entitled Dirt and Medusa because this is where their relationship was developing. We then went on to create a mainly naturalistic piece focusing on their relationship and what we thought the poem was suggesting- that the Devil Ian Brady began to take over her to the point where he had shaped who she was. In preparation for making our piece we did a trust exercises where we fell back into someone elses hands and had to completely trust them for the task. We also explored some exercises where we had to take control of someone through using them as a puppet. So in our piece we tried to incorporate these elements of physical theatre, to show the trust, control and manipulation present in their relationship and that the control he had over her was more powerful than simply telling her what to do. We used the poem to keep a close link between that and the context of our piece, so we tried to keep the character of Ian Brady like he was described in the poem- a quiet yet arrogant man. We portrayed Myra Hindley as someone who started off with a career, which we showed by using mime to typewrite in an office scene. To do this we had all of our characters typing perfectly in time, then when Ian Brady walked over Myra Hindley became to type very out of time. We thought this would show that before Ian Brady had even spoken to her he had managed to control her and change her. We tried to keep this scene quite stylised to show the audience what was happening to her in a way that they could understand clearly but was also visually interesting to watch. When deciding on what elements of drama to include in our piece we decided that conventions such as freeze frames would work well when establishing a difference in time in our piece. For example we started by using a flashback and when we went to a future scene we froze at the end of the flashback scene so the audience could see the time difference. We tried to keep our piece interesting by using levels when positioning our characters on stage so we had some of us at different heights- standing, sitting, kneeling in each scene where possible. Also we thought about how we could use the space most effectively and so in our scenes we tried to spread out across the stage and when we used props such as chairs we placed when diagonally so that an audience could see it clearly. We used drama medium in how we spoke when acting our characters. .u63ff9d60391bdceac5f96f1d04b77544 , .u63ff9d60391bdceac5f96f1d04b77544 .postImageUrl , .u63ff9d60391bdceac5f96f1d04b77544 .centered-text-area { min-height: 80px; position: relative; } .u63ff9d60391bdceac5f96f1d04b77544 , .u63ff9d60391bdceac5f96f1d04b77544:hover , .u63ff9d60391bdceac5f96f1d04b77544:visited , .u63ff9d60391bdceac5f96f1d04b77544:active { border:0!important; } .u63ff9d60391bdceac5f96f1d04b77544 .clearfix:after { content: ""; display: table; clear: both; } .u63ff9d60391bdceac5f96f1d04b77544 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u63ff9d60391bdceac5f96f1d04b77544:active , .u63ff9d60391bdceac5f96f1d04b77544:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u63ff9d60391bdceac5f96f1d04b77544 .centered-text-area { width: 100%; position: relative ; } .u63ff9d60391bdceac5f96f1d04b77544 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u63ff9d60391bdceac5f96f1d04b77544 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u63ff9d60391bdceac5f96f1d04b77544 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u63ff9d60391bdceac5f96f1d04b77544:hover .ctaButton { background-color: #34495E!important; } .u63ff9d60391bdceac5f96f1d04b77544 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u63ff9d60391bdceac5f96f1d04b77544 .u63ff9d60391bdceac5f96f1d04b77544-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u63ff9d60391bdceac5f96f1d04b77544:after { content: ""; display: block; clear: both; } READ: Criminal Justice Argumentative EssayWe thought it was best for the character of Ian Brady to keep an almost dull voice that was low in tone because the poem described him as someone who hardly talked. So we wanted the way that he did speak to not be weird and disturbing but in fact quite normal and just had his actions portray the more confusing aspects of his character. We thought about how Myra Hindley would talk and decided to have her be cheery sounding until Ian Brady had completely changed who she was. For these later scenes she spoke in a slower, more confused voice as if she was oblivious to the environment surrounding her. We also thought about how the characters would move around the stage especially in the final scenes when Ian Brady and Myra Hindley were completely lost in their own world. To show this we had the character of Ian Brady have his arm around Myra Hindley to show the power he had over her, and when they moved it was very much dictated by him so if he walked at a faster pace she would follow. In scenes where Myras old friends tried to communicate with her he would then speed up to get away from them. In our piece we didnt use any lighting/sound effects, but if we had I think that could have enhanced our piece greatly. There are a few specific scenes in our piece where lighting could have benefited the scene drastically by changing colour to show a sudden change in mood and content on stage. This would have worked well when Myra Hindley is first affected by Ian Brady she starts losing sync and typing out of time so here it would have been better if the colour changed once again highlighting the fact that he had a power over her. Likewise towards the end of the piece where Ian Brady had gained control of her and shows this by constantly having his arm around her we could have had the lighting changed to show a difference in her as a person. The use of sound could have also created certain moods, for example having the sound of rain or stormy weather played in the scene where Myra has taken the victim Pauline up to the moors in the evening. Sound would have worked especially well, as it would have been a good use of pathetic fallacy-reflecting the eerie nature of the scene. Also it would make the performance more atmospheric for an audience to watch.