La stratégie de référencement de produits équitables en grande distribution alimentaire peut paraître opportuniste et entraîner une résistance de la part du client. Ainsi, bien qu’achetant ces produits en GMS, les clients restent sceptiques quant aux motivations bienveillantes des enseignes, ce qui peut nuire à leur image de marque et à celle de leurs fournisseurs. Afin de mieux répondre aux attentes des consommateurs, cet article proposera une solution multicanal. En effet, l’atmosphère comme l’information offerte au client sur le site Internet des enseignes seront considérées comme un facteur de lien entre la grande distribution, ses fournisseurs et les internautes, permettant de rendre plus crédible la vente de produits issus du commerce équitable. / The referencing strategy of fair trade products in large-scale food distribution may be seen as opportunist and make the customer reluctant. Thus, and although customers will buy these products from big department stores and supermarkets they will remain sceptical about the brands' benevolent motivations, which can be harmful to their own image and their suppliers'. So as to meet the consumers' expectations better this article will offer a multi-channel solution. Indeed the atmosphere as well as the information given to the customer on the brands' websites will be considered as a linking factor between large-scale distribution, its suppliers and the net surfers, allowing to make the selling of fair trade products more credible.
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Length: 18 pages Date of creation: Jan 2006 Date of revision: Handle: RePEc:lat:gstion:2006-01
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