Mémoire-projet

Abstract

The aim of this thesis is to help the Decathlon Alleur shop strengthen the integration between the physical point of sale and the digital channel, in order to increase the flow of customers to e- commerce and improve conversion. The central issue is how to use digitalisation to increase the flow of customers from the point of sale to e-commerce, and to convert. With the increasing digitalisation of retail, shops are looking to make the most of the digital tools available in-store (digital kiosks, QR codes, connected services, etc.) to stimulate connected orders, while enhancing the in-store customer experience. The first part of this paper develops the theoretical aspect. It covers the key concepts linked to the digitalisation of retailing, omnichannelity and the immersive customer experience. The challenges of digital transformation, the potential obstacles linked to technology, the TAM acceptance model, and the key touch points in the customer journey are detailed. The importance of complementarity between human service and technological tools is also highlighted. Next comes the practical part. It will begin with a contextualisation of the Decathlon Alleur shop, followed by a benchmarking of several competing brands (MJ Sport, TraKKs, Sports Direct, AS Adventure, Zalando, Amazon) to evaluate best practices. The results of qualitative surveys (customers and sales staff) and interviews with internal experts will then be analysed. These results will be used to identify obstacles to the use of digital tools, customer expectations and possible areas for improvement. Finally, an action plan will be proposed, with concrete recommendations for making better use of digital tools in shops, strengthening synergies between channels and building long-term customer loyalty. This thesis highlights the importance of a progressive, accessible and user-centred digital strategy. Decathlon Alleur already has a number of solid assets, including established tools and a loyal customer base. To go further, it will be essential to communicate more effectively on digital services, get the teams more involved, adapt the offering to local customer profiles, and strengthen the store-web synergy. This strategic change, supported by concrete actions, will enable the shop to take full advantage of digitalization to support its omnichannel growth.