Définition des éléments constitutifs du parcours client dans un site de commerce électronique de matériaux de construction et d'outillage

Abstract

This thesis concerns the definition of the elements inherent in the customer journey related to the future e-commerce website for construction materials and tools. This website will be created for the BODYMAT Group, a Belgian holding that owns, inter alia, 13 BigMat subsidiaries and 2 logistics platforms in Belgium. First, in view of the great opportunity and of the pressure coming from the global leaders, it has been demonstrated that the entry of the Group into the electronic commerce is a judicious choice. Then, it has been decided to adopt the point of view of the customer for the different steps of the reflection in order to generate results matching with customers’ expectations. These expectations are translated into a value proposition: the website should be safe, quick and easy to use, contain useful and complete information about products and how to utilize the website, and propose a wide range of products available all the time. Most of the time, the customer journey is composed of the 5 chronological steps of the loyalty loop: the initial consideration, the active evaluation, the purchase, the postpurchase experience and the loyalty. In turn, each of these steps is made of different touchpoints that make the brand interacts with the customer. 5 types of touchpoints have been identified: the future website, the search engine Google, the social network Facebook, emails and online ads. The characteristics of each type of touchpoint is detailed so that, thanks to key elements, the Board can take decisions about the website with the external web provider. A set of performance indicators has been defined for the members of the board in order to give them the possibility to evaluate the efficiency of each touchpoint. Finally, a focus is made on the way the project has been managed and on the importance to establish a consistent and effective communication between the different managers, especially for the distribution of tasks to prepare the organization internally.