Mémoire-projet

Abstract

This thesis addresses the following research question: “What are the key levers for structuring an effective direct distribution channel in an artisanal SME in the food sector in Wallonia and Brussels?” It focuses on the case of DFM Saveurs, a company specialising in the processing and marketing of artisanal smoked salmon and active in direct-to-consumer sales under the Maison Vendsyssel brand. The theoretical framework examines the role of D2C in commercial strategy, the different point-of-sale formats and their performance indicators, as well as the factors contributing to a successful customer experience. An exploratory qualitative study was conducted to guide the development of a quantitative survey involving 91 respondents, with the aim of identifying their expectations, barriers and interest in the different channels. The results highlight consumers’ interest in formats that encourage direct contact with the producer, while also emphasising the importance of product quality, proximity and price. Based on these findings, DFM Saveurs is advised to strengthen the occasional opening of its sales counter, test local markets, select Christmas markets more carefully based on their performance, and improve its e-commerce website. Other formats, such as refrigerated vending machines, food fairs and social commerce, appear to be lower priorities. Finally, this thesis shows that effective direct distribution relies more on selecting channels that are suited to consumers and the company’s resources than on multiplying them. Monitoring these channels through performance indicators will make it possible to progressively adjust them and build a coherent and sustainable D2C strategy.