New consumers and new technologies : How to manage them through marketing inside malls ?

Résumé du document

This thesis discusses the following questions : Who are the new consumer born with the digital area and how can you analyze them with new technologies? What are the new marketing tools for shopping centers to make them come, stay and buy ?

Extraits

[...] This explains that the marketing responsibility has totally changed. The marketing is now going to the CEM (Customer Experience Management) and to the CRM (Customer Relationship Management). These two concepts are at the cornerstone of our thinking: the experience should be at the basis of the pyramid of the value the shopping center proposes to their customers. The neurosciences strategy During our research, the interview with David Morin Ullman didn't really clarify the role of the neurosciences in marketing. Indeed, he considers neuromarketing as the fiction of marketing: "it is a marketing scientification using robotics, web and data . [...]

[...] How millennials look like? A customer used to Internet Millennials are a brand-new customer target for brands and companies. As Sangeeth Ram said, millennials are growing up with an internet of things society. This internet of things society is evolving without any stop. Moreover, our study underlined the fact that millennials don't have the same relation with the loyalty to a brand. For companies it is a real challenge to retain their customers. Indeed, millennials have everything they need thanks Internet. [...]

[...] Indeed, millennials who are used to shop online and who wants to get their products without waiting, could come to the shopping center to pick up their purchase. This would be a great occasion for shopping centers to create a first impression and collect their purchase data. From this viewpoint, we could imagine a translation of the data and create a customized journey based on what the customer purchased and on the time he needs. Answer to the behavior of millennials by using the data Digitization is the future of malls and its utilization can create a competitive advantage. [...]

[...] It means that even if we mentioned the importance of creating customized personas, the new technologies tend to uniformize the experience. This means that the digitization is about to uniformize the customer journey, which is totally paradoxical with what customers expect. Moreover, the interviews that we conducted underline the fact that the respondents are afraid about giving up all their private data. They don't want to be part of a commercial algorithm which is going to let shopping centers create an uniformized experience. [...]

[...] Acceptance and rejection of the hypothesis In the first place, we decided to exclude the respondents who don't fit with the criteria of age related to the definition of the millennials. Indeed, millennials gather persons born between 1980 and 2000. Therefore, we focus on 95% of the respondents. Getting a new customer centric strategy The results and their analysis show that the customer centric strategy is a very good solution for shopping centers if they want to increase the number of millennials customers. The customer centric strategy is plebiscite by the respondents, who are expecting more customer experiences. They want to be part of the process and of the experience. [...]