Mémoire-projet

Abstract

The digitalisation of purchasing behaviours represents a growing challenge for artisanal food SMEs, which must develop online sales channels while preserving their identity and existing distribution network. This dissertation examines how a Belgian artisanal food SME can optimise its future B2C e-commerce strategy to foster conversion and customer loyalty, using La Biscuiterie Namuroise as a case study. A sequential mixed-method approach was adopted. Thirteen semi-structured interviews with consumers of artisanal biscuits were first analysed thematically. Their findings were then tested through a quantitative survey involving 205 respondents. Behavioural data from the former website were also examined, including conversion indicators and an RFM analysis based on 148 orders from 121 customers. The results show that trust is the main determinant of purchase intention. It is strengthened by realistic product photographs, customer reviews, transparent information about ingredients and manufacturing, and clear delivery conditions. Transparency mainly influences purchase intention indirectly by reinforcing trust. Gift-oriented formats, exclusive assortments and personalisation also appear as relevant ways to differentiate the online channel from the retailer network. The behavioural analysis confirms that the e-commerce channel remains underexploited, with a conversion rate of 1% and a repurchase rate of 16.5%. Loyalty depends primarily on the quality of the first purchase experience, including product quality, secure packaging, reliable delivery and authentic post-purchase communication. Based on these findings, four strategic priorities are proposed: strengthening trust, developing a differentiated online offer, improving the purchasing experience and turning the first order into a loyalty driver. Each recommendation is translated into a SMART objective supported by concrete actions, responsibilities, deadlines, resources and performance indicators.