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Titre : |
The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector |
Type de document : |
Mémoire |
Auteurs : |
Léa SARDAIN, Auteur |
Année de publication : |
2021 |
Importance : |
23 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIEL
|
Résumé : |
The objective of this study is to analyze how the brand experience has been impacted by the Covid-19 pandemic since its arrival in 2019 in France. This study is conducted entirely within the beauty sector and is concerned with consumer feelings and experiences. To answer this research question, three sub-questions helped us in this study. Firstly, we focused on the main change in brand experience in the beauty sector for consumers. Secondly, we discussed the different digital tools that have been developed to try and reduce this lack of brand experience. And finally, we showed the importance of maintaining an omnichannel strategy for companies towards consumers. The results led us to understand that the main change in brand experience for consumers was in-store where it was drastically reduced. On the other hand, for most consumers, they found that the experience had been improved online with many digital tools. These tools were mostly useful, fun and informative, but 'did not fill in the in-store brand experience. Finally, consumers have found that they are now multi-channel shoppers for beauty products. For brands, this requires them to develop a sustainable omni-channel strategy. |
Programme : |
PGE-Rouen |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538492 |
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