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Titre : |
Contributions of digitalization on customer experience in physical stores for the sports sector |
Type de document : |
Mémoire |
Auteurs : |
Romain DE LAMBILLY, Auteur |
Année de publication : |
2021 |
Importance : |
27 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management SPORT ; MARKETING EXPERIENTIEL ; VENTE DIRECTE
|
Résumé : |
The interest of this study is to understand the contributions of digitalization on the customer experience in physical stores, in the sports sector. Indeed, digitalization affects all retail sectors today, including the sports sector, thanks to the progressive implementation of in-store technologies aiming at optimizing the consumer experience and, at the same time, the point of sale.
The main results of the study showed that in-store digitalization responds to specific consumer needs, providing benefits during the customer journey: time saving, convenience, information gathering, personalization of the experience and product availability. In-store technologies also deliver a unique, pleasurable, and satisfying experience for the consumer. They stimulate the emotions and hedonistic behavior of the customer who seems eager and curious to live the in-store digitalized experience. However, a part of the population is still suspicious and distrustful of in-store digitalization. This skepticism reflects a lack of perspective and knowledge among consumers, in the face of new technologies that have been implemented to facilitate and revolutionize their in-store experience. Indeed, consumers remain attached to their traditional shopping habits and to the foundations of the physical store, which are for them, human interaction, advice from the salesperson and on-site fitting. Digitalization must therefore be improved to better meet consumer expectations and be even more decisive in the purchase decision. Finally, this study highlights the importance of complementarity and balance between digital and physical in the consumer experience. Consumers want to reconcile the digital and physical experience, i.e., a phygitalization of their shopping experience, to be reassured while benefiting from all the advantages that digital offers today. |
Programme : |
PGE-Rouen |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539246 |
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