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Pourquoi digitaliser des magasins physiques ? Une étude des représentations des professionnels de la distribution

Author

Listed:
  • Karine Picot-Coupey

    (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)

  • Marianne Auffret

Abstract

Face à l'aspiration des consommateurs à des expériences de shopping omnicanal, la digitalisation des magasins constitue une piste privilégiée d'évolution. Si cette piste est au cœur de réflexions des professionnels de la distribution, s'y engager repose davantage sur des intuitions que sur des faits. L'étude qualitative exploratoire menée auprès de 13 de ces professionnels permet de faire apparaître la pluralité des transformations induites par la digitalisation en magasin physique, puis de faire émerger les dimensions de la valeur de shopping influencées par l'utilisation d'outils digitaux, avant d'aboutir à la proposition d'une classification des outils digitaux cités selon ces dimensions.

Suggested Citation

  • Karine Picot-Coupey & Marianne Auffret, 2020. "Pourquoi digitaliser des magasins physiques ? Une étude des représentations des professionnels de la distribution," Post-Print halshs-02937775, HAL.
    • Handle: RePEc:hal:journl:halshs-02937775
    as

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