Multicanalisation des enseignes. Comment internet transforme les comportements en magasin

Régine Van Heems

Revue française de gestion, 2012, vol. N° 227, issue 8, 13-29

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).

Date: 2012
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