Quels sont les leviers pour accroître la performance de vente dans le secteur du retail

Abstract

The footwear industry, similarly to the retail sector, is an environment where it is perhaps becoming increasingly difficult to emancipate itself as a retailer. Sellers are faced with challenges that are more and more innovative, and which it is imperative to adapt to. The first part of this thesis concerns the footwear industry as a whole. We analyse the role of each player, the issues at stake and the relationships between them. Then, using Porter's analysis, we detail more specifically the importance of wholesaler-retailer and retailer-consumer relationships, to put ourselves in the Maniet-Luxus situation. In this first part, we also analyse more precisely Maniet-Luxus' environment in order to identify the opportunities and threats that emerge in order to integrate the retailer's strengths and weaknesses. Several trends have to be taken into account, such as the evolution of consumer purchasing behaviour, the health crisis, technological evolution, ... We then compare Maniet-Luxus' value proposition with those of its competitors on the basis of key success factors "imposed" by the ever-changing environment. From this, we can determine Maniet-Luxus' growth problem, particularly in terms of sales performance, and identify development potential. Several of these potentials have been addressed by Resultance in connection with Maniet-Luxus since October 2018. Others have yet to be exploited and are the basis of a new commercial strategy aimed at increasing Maniet-Luxus' sales performance by adapting as much as possible to the complex environment of shoe sales.