| Titre : |
Relationship marketing and digitalization. How relationship marketing can adapt to the digital age? |
| Type de document : |
Mémoire |
| Auteurs : |
Céline RENNARD, Auteur |
| Année de publication : |
2021 |
| Importance : |
28 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING DIRECT ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; INTELLIGENCE ARTIFICIELLE
Entreprise
DIGITAL
|
| Résumé : |
All marketing activities are impacted by the rise of digitalization and need to adapt. Customer relationship is particularly affected by digital innovations and online technologies as it totally reshaped the way of communicating and interacting between brands and consumers. That is why this dissertation focuses on customer relationship at the age of digitalization, and more precisely on the impact on relationship marketing and ways to adapt. Communication and customer experience are the two main domains influencing relationship marketing that are impacted. However, digitalization represents not only a scary novelty but mostly new opportunities for relationship marketing to take. Indeed, the literature review shows that it has unlocked countless new tools to better understand and satisfy consumers’ needs. Therefore, customer relationship marketing can adapt by focusing on communication and customer experience, which represent key factors of differentiation for companies nowadays. To this end, marketers can rely on efficient digital tools to communicate and provide customers with improved personalization and exclusive experience in-store and online in order to strengthen their relationship. The business case of Sephora validates these theories as the company has turned them into actions for years. Indeed, Sephora shows how companies can not only adapt, but take advantage of the digital age. With a strong focus on customers through an efficient omnichannel strategy and a smart use of digital tools, Sephora leads the beauty retailing market. Its best-in-class customer experience is particularly enhanced thanks to stores designed as digital playgrounds and efficient online features. |
| Programme : |
PGE-Reims |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538265 |
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Relationship marketing and digitalization. How relationship marketing can adapt to the digital age? / 2021 
