How to create online customer experience in the lingerie industry when it comes to digital purchasing? / Quitterie BIZOUARD / 2023

Titre : How to create online customer experience in the lingerie industry when it comes to digital purchasing? Type de document : Mémoire Auteurs : Quitterie BIZOUARD, Auteur Année de publication : 2023 Importance : 39 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 INDUSTRIE DU LUXE SECTEUR ; TEXTILE SECTEUR ; WEBMARKETING Résumé : This dissertation contributes to the research in creating digital customer experience for the lingerie business. This topic has not been deepen for this sector yet and our paper aims to contribute to the better understanding of the subject. Our research question was: “how to create online customer experience in the lingerie industry when it comes to digital purchasing?”. We answered this question focusing on consumer behavior with emotions as a lever to create a connection with the client and the benefits of augmented reality for customer experience. Thanks to a quantitative study that has been conducted over men and women of any age through a questionnaire, it appears that digital experience is not a native behavior when it comes to lingerie but is significantly enhanced when both functional and hedonic values are highlighted for the customer. However, our results showed that prospects are not ready yet for the use of virtual technologies in their lingerie shopping path. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581929