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Titre : |
The impact of digital tools on customer experience in retail stores |
Type de document : |
Mémoire |
Auteurs : |
Inès FOUZARI, Auteur |
Année de publication : |
2021 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMMERCE DE DETAIL ; COMMERCE ELECTRONIQUE ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUE
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Résumé : |
E-commerce has changed the way retailers sell goods to customers. The growth of digital tools makes the purchasing journey easier, faster and more convenient. Yet, retailers have adapted their strategy to respond to the growing demand for fast and easy delivery on products through the e-commerce, but how have they changed their strategy in their physical retail stores? How can they attract customers again in retail stores? What could be the value that retail stores can bring to customers? Today retailers let the possibility for their customers to use digital tools such as self-checkout, digital kiosks, augmented reality to ease their purchasing journey. This research paper aims to show us the impact of digital tools on customer experiences in retail stores. The literature review will help us understand digital tools in themselves, how they are implemented, the changes in business model retailers have to make if they want to deliver value to customers. Moreover, this literature review shows us that indeed, when used the right way, digital tools enhance customer experience and satisfaction in retail stores. Then, the paper will help us understand customers opinions on their own experiences using digital tools in retail stores. This will either confirm or refute our findings in the literature review. For this research paper, we have decided to choose a qualitative method through phone interviews where we gather respondents’ insights about them when they used digital tools. The interview was composed of 14 questions, 11 dedicated to their experience with digital tools and more general questions about what they think of the implementation of such tools in physical stores and three more demographic questions. The interviews lasted from 15 to 20 minutes for the 8 respondents who willingly participated in this research. After analyzing the answers of our respondents, we could confirm what was said in the literature review. Digital tools enhance positively customer experience in retail stores. There is a necessity for retailers to implement digital tools in physical retail stores to remain competitive by changing the overall business model, even if it does not work for all retailers, especially small, local ones. |
Programme : |
PGE-Reims |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538130 |
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