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L'Expérientiel En Point de Vente by Courtois-L

L'Expérientiel En Point de Vente

by Courtois-L
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Book cover type: Paperback
  • ISBN13: 9786131583124
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 120
  • Original Price: GBP 28.0
  • Language: French
  • Edition: N/A
  • Item Weight: 186 grams
  • BISAC Subject(s): Marketing / General

L'avènement du e-commerce est là. Acheter sur internet est devenu bien plus facile, intuitif et surtout moins coûteux qu'en point de vente où le consommateur est stressé et sollicité de toutes parts. De plus, avec la montée en puissance des smartphones et leur capacité à rendre le consommateur mobile lors de ses achats, le e-commerce se développe sous une autre facette. Alors pourquoi se passer d'un tel confort ? Comment les marques peuvent-elles renouveler leur offre en magasin ? Quelle stratégie doivent-elles adopter pour concurrencer le commerce électronique et ramener le consommateur en point de vente tout en lui donnant plaisir à faire ses achats ? Le marketing expérientiel est très certainement une option que possèdent les points de ventes, les rendant ainsi plus attractifs aux yeux des consommateurs. Dans cet ouvrage, nous décrypterons le commerce électronique pour ensuite mettre le doigt sur cette nouvelle tendance qu'est le marketing expérientiel. Nous observerons également que les deux notions du e-commerce et du marketing expérientiel ne sont pas antinomiques et peuvent finalement se compléter pour ne faire qu'un au sein d'un plan de communication à 360 .

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