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Auteur Margaux CLEMENT |
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Challenges of digital devices implementation in fashion stores / Margaux CLEMENT / 2020
Titre : Challenges of digital devices implementation in fashion stores Type de document : Mémoire Auteurs : Margaux CLEMENT, Auteur Année de publication : 2020 Importance : 19 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMANDE NUMERIQUE ; IMPLANTATION DE MAGASIN ; WEBMARKETING ; MODERésumé : Fashion industry had faced a slower transformation than other sectors and embraced lately the purpose of implementing digital devices to enhance in-store environment. This seminar paper aims at defining and analyzing the role and implication of digital devices in fashion physical stores. The main subjects conducting the analysis are the following: key components of customer satisfaction, main stakes of fashion in-store environment and behavioral hindrance regarding technology acceptance. In order to better understand fashion customers approach towards the use of digital devices in store, a quantitative research has been conducted among a target population using the quotas selection process and the introduction of a fictional touchscreen prototype. Subsequently, a customer journey map was introduced to depict the current state related to customers visiting fashion shops. By offering a wide frame of digital devices implementation in stores and its stakes, the final purpose of this research paper offers a first level in advising fashion stores in increasing curiosity, transformation rate, improve customer experience and avoid showrooming effect through the implementation of digital devices. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529105
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