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Titre : |
Digitalization and consumer experience : How does the digitalization of the beauty industry impact the consumer experience ? |
Type de document : |
Mémoire |
Auteurs : |
Pauline ROUSIERES, Auteur |
Année de publication : |
2021 |
Importance : |
71 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING EXPERIENTIEL
|
Résumé : |
As the years go by, our societies are being transformed with the implementation of new processes and digital solutions to ease and improve their functioning. Most industries are now using a lot more digital strategies to support and slowly replace the traditional techniques in order to renew and develop unique experiences. Whether it is the social media, digital tools such as augmented or virtual reality or even digital retail channels, this transformation towards a modern world is now dominant. Until today, the literature has paid a lot of attention on these important concepts. Yet, the outcomes and analysis remain overall and few people have analyzed the impacts when it comes to the beauty industry. As a matter of fact, this industry is one of the most progressing environment when it comes to using digital solutions to deliver beauty consumers with new opportunities.
This study aims at focusing on the consumers’ point of view of this specific environment. Therefore, thanks to a qualitative analysis, this research paper investigates the impact that the digitalization of the beauty industry can have throughout the consumer experience of a beauty products shopper. After reviewing 12 in-depths interviews, the study puts in the limelight beauty consumers’ expectations and observations when it comes to their shopping journey. It mainly defines two steps during which we can observe positive, but also negative outcomes and perceptions, in relation with the use of digital platforms or tools. The results show the importance of finding the right balance between which benefits and new experiences digital tools can bring for beauty consumers, but also the need for brands to deal carefully with them depending on the development stage and quality of said tools, the moments of the consumer experience, product type and consumer profile. |
Programme : |
MSc Marketing French Excellence |
Permalink : |
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