Titre : |
The impact of digitalization on customer experience in the parapharmaceutical sector |
Type de document : |
Mémoire |
Auteurs : |
Agathe NARDI, Auteur |
Année de publication : |
2022 |
Importance : |
40 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CLIENT ; INDUSTRIE PHARMACEUTIQUE SECTEUR ; WEBMARKETING
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Résumé : |
Nowadays, the parapharmaceutical sector is a rapidly evolving sector facing many issues and challenges. Another major point is the change in customer behavior and expectations. Indeed, for several years and in particular since the beginning of the covid-19 pandemic, we have observed that consumers are taking more and more care of themselves and are paying attention to their own health. With an increasing use of the internet and social networks, consumers can access any information at any time and compare products for example. Thus, one of the challenges for brands is to succeed in transmitting and maintaining a link of trust and transparency with its customers while remaining competitive with the competitors. Customers are looking for thrilling while smart and smooth experiences both offline and online. Whether for parapharmaceutical brands the customer journey was not a key success factor several years ago, we may wonder how can parapharmaceutical brands can rely on building a strong and smooth customer experience to retain customers. Digital technology has brought about several changes, especially in customers’ expectations. In a simple click, we all now have access to every information and shop online, wherever we are and whenever we want. If parapharmaceutical brands were not that much concerned about it several years ago, times have changed and digital customer journey seems to be a new challenging opportunity to retain consumers. As a matter of fact, what are the future and new challenges/issues of customer experience in the parapharmaceutical sector ? The purpose of this dissertation is to understand how much customer experience and especially digital customer experience is key for the future of parapharmaceutical brands, especially in thecontext of digitalization and what are the new issues involved. To what extent digital help building a personalized customer journey while keeping data privacy to meet new customer’s expectations ? To begin with, the first part of this study will refer to the literature review but also concrete examples to illustrate the remarks. To begin with, one will define the terms of customer experience and parapharmaceutical sector. Then, we will explore the close link between those two notions in the digital era. Finally, the change in consumer behavior and its impact into the company/consumer relationship will be analyzed. The second part of this analysis will focus on a qualitative study (interviews) to identify the challenges and expectations of the customer experience for parapharmacy brands through the experience of real consumers of parapharmacy products. A user test will be conducted to draw insights and recommendations to improve the digital customer journey.
Finally, the very last part will resume and give takeaways lessons.
To answer these questions, I will draw on my experience as a digital marketing project manager in the URGO Group (Laboratoires JuvaSanté International) and on the research I have done on this topic. |
Programme : |
MSc Digital Expertise for Marketing |
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