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Multicanalisation des enseignes. Comment internet transforme les comportements en magasin

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  • Régine Van Heems

Abstract

This paper aims at analyzing the impact of a company?s website on customer behavior in its store(s). Based on a qualitative research, the paper explores how surfing on a company?s website may deeply impact the way customers behave in its store(s) in terms of identifying needs, browsing and, shopping behavior, shopping experience as well as interaction with the salesperson. It also shows that the website modifies customers expectations with regard to the store(s).

Suggested Citation

  • Régine Van Heems, 2012. "Multicanalisation des enseignes. Comment internet transforme les comportements en magasin," Revue française de gestion, Lavoisier, vol. 0(8), pages 13-29.
    • Handle: RePEc:cai:rfglav:rfg_227_0013
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