| Titre : |
The physical store facing the digitalization of commerce. |
| Type de document : |
Mémoire |
| Auteurs : |
Farah YAHIAOUI, Auteur |
| Année de publication : |
2021 |
| Importance : |
39 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Entreprise
DIGITAL
Management
COMMERCE ELECTRONIQUE ; RELATION ; MARKETING STRATEGIQUE
|
| Résumé : |
In this dissertation, the subject of the digitalization of physical sales outlets is addressed, as well as the nature of this digitalization. Indeed, the aim of this thesis is to answer the following question: are physical stores digitizing to follow the trend, to adapt to the new consumer and survive the threat of e-commerce, or does this digitization bring a real added value to the customer experience that will help it to last? To do this, the environment in which sales are evolving today was first analyzed, as well as the emergence of omnichannel strategies in companies. Then, it was a question of highlighting the transformation of the consumer into an e-consumer whose needs and behavior have evolved. Furthermore, this thesis highlighted the difficulties encountered by the customer in the traditional customer experience at the physical point of sale. This first part has shown that sales have indeed had to adapt, forced and obliged, to digitalization, which has completely changed the needs and habits of the consumer, who no longer finds himself in a physical point of sale. The second part focused on phygitalization, demonstrating how digitalization translates into physical sales outlets, and analyzing what it brings to the customer experience. For this, a case study on the Sephora brand was conducted, a study that highlighted a real positive contribution of digital tools to the customer experience, as well as the contribution of a proposal force to the physical point of sale. A forerunner in phygitalization and the implementation of digital devices, Sephora is a true example of phygitalization. That's why 6 Sephora customer advisors were selected to conduct a qualitative study to interview direct witnesses of phygitalization in order to determine the impact of this digitalization of physical sales outlets and on the customer experience. Consequently, the digitization of the point of sale has been a constraint for the physical point of sale but that it has proven to be a real strength, considerably improving the customer experience. Humbly, this thesis highlights the fact that digitalization is not an end in itself, and that used intelligently, it enhances the customer experience in physical stores, giving it a second life, and allowing the physical point of sale to have many more years ahead. |
| Programme : |
PGE-Reims |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538292 |
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The physical store facing the digitalization of commerce. / 2021 
