| Titre : |
How use WeChat can improve the Customer Experience in Galeries Lafayette ? |
| Type de document : |
Mémoire |
| Auteurs : |
Salomé LHOTE |
| Année de publication : |
2018 |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
GESTION DE LA RELATION CLIENT ; APPLICATION MOBILE
Entreprise
GALERIES LAFAYETTE
|
| Résumé : |
The objectives of this Seminar Paper are to : (1) draw up a general picture of the mobile payment trend in France and confirm the plausibility of the development of WeChat in the country and into its stores as Galeries Lafayette; (2) evaluate the benefits and the disadvantages of the utilization of WeChat for customers and Galeries Lafayette, including the Parisian physical store and the brand; (3) give recommendations for French department stores and marketers to improve the Customer Experience thanks to WeChat beyond the physical store. With the explosion in the number of WeChat users through the world during the last several years, and the explosion in the number of Asian tourists in France, the potential of this mobile application is significant. This seminar paper suggests recommendations to improve WeChat strategy of Galeries Lafayette beyond its physical store, thanks to a combination of different functionalities of WeChat, in order to reach more and more people and build a strong community around the world. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing |
| Permalink : |
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