How to adapt the experiential offer of hypermarkets in order to counteract the decline in their frequentation? / Louis MAGNIANT / 2021

Titre : How to adapt the experiential offer of hypermarkets in order to counteract the decline in their frequentation? Type de document : Mémoire Auteurs : Louis MAGNIANT, Auteur Année de publication : 2021 Importance : 25 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 COMPORTEMENT DU CONSOMMATEUR ; GRANDE DISTRIBUTION SECTEUR ; HYPERMARCHE Résumé : For several years now, the number of customers in French hypermarkets has been declining. Indeed, it seems that this model, spearhead of mass consumption, is not as attractive as it was at its creation. This phenomenon can be explained in part by changes in consumer expectations in terms of the experience at the point of sale. To understand how hypermarkets should be transformed, a qualitative study was conducted with French consumers to understand their expectations in terms of customer experience in this type of distribution channel. It seems that consumers are asking for something different than what is currently offered to them. Indeed, if they remain attached to the promise of a wide choice, they expect something else in terms of store design and customer service. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538673