| Titre : |
Challenges of digital merchandising POSM implementation for wine & spirit promotion |
| Type de document : |
Mémoire |
| Auteurs : |
Loïs MOËNE, Auteur |
| Année de publication : |
2021 |
| Importance : |
25 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CLIENT ; VIN SECTEUR ; SPIRITUEUX SECTEUR ; POINT DE VENTE
Entreprise
DIGITAL
|
| Résumé : |
When buying a bocle of wine or spirit nowadays, customers tend to expect a personalized in-store experience in autonomy enhancing storytelling and premiumness. In order to fit these new needs, digitaliza6on of merchandising tools enables Wine & Spirit retailers to improve the shopping experience and meet shoppers' expecta6ons while op6mizing product visibility so that a great digital experience can lead to a greater customer experience. However, POSM concep6on errors or malfunc6ons can also degrade the customer experience. This phenomenon is called « Service Failure » and is nowadays a significant challenge for marketers when implemen6ng in-store marke6ng strategy. Digi6zed POSM service failures poten6ally make it so decep6ve that it would deteriorate the overall shopper experience. In that case, would the customer have been more sa6sfied without the digital merchandising tool ? This leads to the Research Ques6on of the seminar paper: What is the impact of digiKzed merchandising Wine & Spirit POSM service failure on in-store customer experience ?
Selected literatures underline first insights in order to solve the Research Ques6on: Nature and components of in-store customer experience is therefore well-defined, structured on nine ac6on levers. Moreover, digi6zed POSM appear as great innova6ve tools for Wine & Spirit smart retailers to enchant and enhance in-store customer experience. However, studied ar6cles do not explain the actual impact of digi6zed POSM service failure on in-store customer experience. Therefore, a quan6ta6ve marke6ng research is conducted in order to provide clear response elements to the Research Ques6on while answering to these literature gaps.
Collected data combined with literature reviews led to key recommenda6ons. First, Wine & Spirit retailers should invest in shoppers studies or marke6ng researches in order to becer understand their target markets and customers’ wants and needs, while pukng storytelling and brand management of Wines & Spirits in the center of the merchandisings strategy. Second, a digital POSM also creates added-value to the bocle through its design and aesthe6c and digital should be combined with design, crea6vity, pres6ge or art. Third, Wine & Spirit retailers should avoid service failure at any cost while spending more 6me and money on concep6on, design but also aler-sales service. Some service failures should also be an6cipated, solved and overcome thanks to data analy6cs. Fourth, if a service failure s6ll happens, implemen6ng recovery programs or ini6a6ves in coherence with the prejudice should be the top priority for Wine & Spirit retailers. |
| Programme : |
PGE-Reims |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538364 |
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