| Titre : |
How can the Internet of Things technology enhance in-store customer experience |
| Type de document : |
Mémoire |
| Auteurs : |
Yassine OZDEMIR, Auteur |
| Année de publication : |
2020 |
| Importance : |
26 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING EXPERIENTIEL ; POINT DE VENTE ; TECHNOLOGIE ; INTERNET DES OBJETS ; SERVICE CLIENT
|
| Résumé : |
As the development of e-commerce is growing extremely rapidly, the need of offering a special and different in-store customer experience becomes crucial for retailers who fight to get competitive advantages. One technology can respond to this issue: the Internet of Things. Linking the real world through physical objects with the digital world thanks to the Internet is a concept that has been made possible thanks to this technology. Indeed, physical objects with specific RFID tags and sensing technologies are now being able to respond to different issues in physical stores such as long queues or stock shortage. This paper aims to show how can the Internet of Things technology enhance in-store customer experience, and thus become a real competitive advantage for retailers. The literature review presented will help us understand the IoT technology itself, the concept of in-store customer experience and the main innovations of the Internet of Things enhancing customer experience in retail stores. The paper will then help us to fulfill the two main objectives: finding out how interested are retailers and customers in the implementation of the IoT in their stores and harvesting innovative ideas of new IoT in-store usage, and finally determining if an IoT composed store can increase the average basket and the purchasing frequency. For this research paper, we have chosen a qualitative methodology through four focus groups and in-store observations. In addition, we have also created a small questionnaire to find out if the IoT could help increase the shopping frequency of customers. As this research has not been carried out, we have given hypothesis on the most likely results showing that the IoT in a store is indeed highly interesting both customers and retailers, but also represents an efficient tool to increase the average baskets of customers and the purchasing frequency. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529113 |
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How can the Internet of Things technology enhance in-store customer experience / 2020 
