Conception de parcours client cross-canaux dans le commerce: préoccupations des managers et pratiques de design thinking

Florence Jacob () and Pierre Volle ()
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Florence Jacob: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Many studies have examined the cross-channel customer experience in retailing, but few have taken into consideration how these experiences are designed by managers. The present paper aims at understanding the problems encountered by managers when designing cross-channel customer journeys and their cognitive practices. Based on a series of interviews with experts, our study indicates that retailers resort to design-thinking tools. We show how this approach enables them to integrate more effectively the different aspects of the customer's journey while also enabling them to have a better idea of the ideal encounter between the retailer and the customer.

Keywords: parcours client; cross-canal; stratégie de distribution; design thinking; outils de gestion; customer journey; cross-channel; retail strategy; management tools (search for similar items in EconPapers)
Date: 2015-05
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Published in 31ème Congrès International de l’Association française du marketing (AFM 2015), May 2015, Marrakech, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01275459

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