The challenge of immersive technologies in the e-experience of the beauty industry, in a post-covid era / Anais N’GAMA-MFUTI / 2021

Titre : The challenge of immersive technologies in the e-experience of the beauty industry, in a post-covid era Type de document : Mémoire Auteurs : Anais N’GAMA-MFUTI, Auteur Année de publication : 2021 Importance : 27 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 COMMERCE ELECTRONIQUE ; INSTITUT DE BEAUTE SECTEUR ; MARKETING EXPERIENTIEL Entreprise DIGITAL Résumé : Covid-19 has considerably reshaped the worldwide cosmetic market landscape. Indeed, the subsequent lockdown and shops closures have dramatically changed consumer digital behaviors, and digital adoption is about to stay even after the pandemic. While the purchase of beauty products more often requires the use of senses; beauty retailers try to reinvent the beauty experience thanks to immersive technologies. This paper aims to figure out if these technologies can offer seamless and complete contactless customer experiences thanks to a qualitative study. The study reveals that even though immersive online experiences are perceived as smart and entertaining, more optimization and personalization are expected from customers. Moreover, digital tools are seen as additional features that should be leveraged with social media influencers (SMIs) to give and bring more realism and credibility to online experiences. Finally, customers are still attached to in-store beauty experiences, thus they are expecting omnichannel engagements for the Next Normal. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538369