| Titre : |
Challenges of digital devices implementation in fashion stores |
| Type de document : |
Mémoire |
| Auteurs : |
Margaux CLEMENT, Auteur |
| Année de publication : |
2020 |
| Importance : |
19 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMANDE NUMERIQUE ; IMPLANTATION DE MAGASIN ; WEBMARKETING ; MODE
|
| Résumé : |
Fashion industry had faced a slower transformation than other sectors and embraced lately the purpose of implementing digital devices to enhance in-store environment. This seminar paper aims at defining and analyzing the role and implication of digital devices in fashion physical stores. The main subjects conducting the analysis are the following: key components of customer satisfaction, main stakes of fashion in-store environment and behavioral hindrance regarding technology acceptance. In order to better understand fashion customers approach towards the use of digital devices in store, a quantitative research has been conducted among a target population using the quotas selection process and the introduction of a fictional touchscreen prototype. Subsequently, a customer journey map was introduced to depict the current state related to customers visiting fashion shops. By offering a wide frame of digital devices implementation in stores and its stakes, the final purpose of this research paper offers a first level in advising fashion stores in increasing curiosity, transformation rate, improve customer experience and avoid showrooming effect through the implementation of digital devices. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529105 |
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