Coconut Life uses e-commerce to sell its range of innovative coconut products - OCR - GCSE Business - Question 14 - 2019 - Paper 1

To identify which option does not improve customer engagement, we need to analyze each choice:

• A. Training staff on the benefit of coconuts: This option would improve customer engagement as knowledgeable staff can better inform and connect with customers.

• B. Only selling products that have been certified as organic: This might limit the product range and could alienate customers who are not specifically looking for organic products, thus not enhancing engagement for all customers.

• C. Sending carefully worded personalised emails to interested customers: This is a clear method for improving engagement by making communications relevant to the customers' interests.

• D. Sending text messages to all previous customers about the benefits of coconut oil: This is a direct method of engagement, providing valuable information to customers.

From this analysis, option B (Only selling products that have been certified as organic) does not actively engage all customers and may even restrict engagement, making it the correct answer.