Ancrer une proposition de valeur dans la simplicité: Le cas d'un site web marchand

Karine Raïes () and Agnès Helme-Guizon ()
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Karine Raïes: EM - EMLyon Business School

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Abstract: Dans un environnement où les marchands du Web rivalisent d'idées toutes aussi complexes les unes que les autres afin d'attirer toujours plus de clients, cet article se propose de stimuler la réflexion autour du concept de simplicité en tant qu'approche marketing cohérente. Ainsi, au travers de la présentation du cas Archiduchesse.com, spécialiste de la vente de chaussettes en ligne, il analyse l'articulation des éléments de la proposition de valeur (offre commerciale et interface Web) de ce Web marchand ancrés dans la simplicité, soutenue par une politique de relation client transparente et participative.In an environment where most Web merchants are competing on more and more complex responses to attract more and more customers, this article aims at stimulating thinking around simplicity conceived as a consistent marketing approach. Thus, through the Archiduchesse.com case study, an online socks and tights specialist, it analyses how some elements of the value proposition (commercial offer and Web interface) of this online merchant are anchored into simplicity and supported by a transparent and participative customer relationship policy.

Keywords: simplicity; social network; value proposition; e-commerce; gestion de la relation client; proposition de valeur; réseaux sociaux; simplicité (search for similar items in EconPapers)
Date: 2014-01-01
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Published in Décisions Marketing, 2014, 73, 139-152 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312236

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