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Les enjeux de la mobilité des consommateurs : de la gestion des stocks à la gestion des flux de clientèle

Author

Listed:
  • Delphine Dion

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Aurélia Michaud-Trévinal

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Étant donné l'évolution des comportements spatiaux, il est important de développer un marketing spatial plus dynamique. Il s'agit non plus de gérer des stocks de clientèle en fonction de leur lieu de résidence ou de travail mais de capter les flux de clientèle transitant dans l'espace commercial. Après avoir précisé les caractéristiques des mobilités des consommateurs, cet article examine les enjeux d'ordre méthodologique et opérationnel qu'elles engendrent.

Suggested Citation

  • Delphine Dion & Aurélia Michaud-Trévinal, 2004. "Les enjeux de la mobilité des consommateurs : de la gestion des stocks à la gestion des flux de clientèle," Post-Print halshs-02919441, HAL.
  • Handle: RePEc:hal:journl:halshs-02919441
    DOI: 10.7193/DM.034.17.27
    as

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    Cited by:

    1. Martine Deparis & Marie-Catherine Paquier, 2019. "La consommation mobiquitaire en gare : approche exploratoire auprès des acteurs de la transformation commerciale des gares," Post-Print hal-03694411, HAL.
    2. Oliviane Brodin & Monica Scarano, 2018. "La mobilité récursive dans le réseau personnel affinitaire translocal : une mobilité hors consommation liquide ?," Post-Print hal-03349605, HAL.

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