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Digital In-Store : La Revanche Des Magasins Physiques

Author

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  • Gilles Paché

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Alors que d'aucuns évoquent la mort à venir du magasin physique, qui serait condamné par la montée en puissance de la vente en ligne, surtout depuis la pandémie de Covid-19, de nombreuses enseignes investissent massivement dans des outils numériques et, plus largement, optent pour ce que l'on dénomme le digital in-store. La stratégie de digitalisation interroge de nombreux observateurs sur le commerce de demain. Afin d'y voir plus clair dans ce qui peut s'apparenter à un « maquis » de pratiques, l'article suggère une catégorisation fondée sur les trois objectifs de la digitalisation pour les distributeurs : la valorisation de la commodité, de l'immersion ou de l'optimisation.

Suggested Citation

  • Gilles Paché, 2023. "Digital In-Store : La Revanche Des Magasins Physiques," Post-Print hal-03933154, HAL.
    • Handle: RePEc:hal:journl:hal-03933154
    DOI: 10.36863/mds.a.22259
    Note: View the original document on HAL open archive server: https://hal.science/hal-03933154
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    References listed on IDEAS

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    1. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
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