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Comptoir des Cotonniers et le défi omnicanal: comment la marque Comptoir des Cotonniers peut-elle ré-enchanter le parcours client et l’expérience en boutique?

Author

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  • Marie-Catherine Mars

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Céline del Bucchia

Abstract

Le magasin n'est pas mort, il est à ré-inventer. Quel sera le rôle du magasin de prêt -à-porter de demain ? Comment se différencier dans un marché de plus en plus saturé ? Telle est la problématique actuelle de la marque de prêt-à-porter féminin Comptoir des Cotonniers. Après avoir révolutionné le secteur avec le Fast Shopping et investi dans sa transformation digitale, Comptoir des Cotonniers, championne de la complicité avec ses clientes en 2016, veut aller encore plus loin pour surprendre ses consommatrices. Dans une perspective de transformation omnicanal, la marque décide d'analyser plus finement le parcours client, de plus en plus digitalisé, pour imaginer de nouveaux services et ré-enchanter l'expérience boutique de façon disruptive et différenciante.

Suggested Citation

  • Marie-Catherine Mars & Céline del Bucchia, 2016. "Comptoir des Cotonniers et le défi omnicanal: comment la marque Comptoir des Cotonniers peut-elle ré-enchanter le parcours client et l’expérience en boutique?," Post-Print halshs-03899628, HAL.
    • Handle: RePEc:hal:journl:halshs-03899628
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