Stratégie de diversification des canaux de distribution de la société Galler : Focus sur l'E-Commerce et les canaux Out Of Home

Abstract

The aim of this thesis is to address the main problem the company “Galler Chocolatier” is currently facing, namely its dependence on mass distribution. Indeed, about 80% of its turnover is generated by Belgian and French supermarkets. My work is therefore to find alternatives to this dependence by increasing the number of distribution channels. In order to achieve this mission, I decided in agreement with the business managers to focus on two major projects: the creation of an online boutique and the understanding of the Out Of Home market. These days, e-commerce is increasingly successful with more and more people shopping online and hundreds of new online stores opening every month in Belgium. The goal of Galler is to benefit from this trend by opening an online boutique. In so doing, my mission is to provide Galler with an e-commerce strategy. In this paper, I will identify the trends and consumer habits of this particular market. I will then conduct a benchmarking consisting in an in-depth analysis of the online boutiques of direct and indirect competitors, but also of inspiring brands. Then, according to the trends, the consumption behaviors and the good practices of other brands, I will advise Galler on a strategy to adopt in order to create the most efficient e-shop. The second part of this thesis is dedicated to the Out Of Home Channels. There is today a change in consumer behavior, who purchases more and more food and drinks via other channels than the traditional retail ones. Those other channels are among others gas stations, vending machines, restaurants, night shops or convenience stores. My mission in this work will be to provide a better understanding of this new and nebulous market and to achieve clear classifications of the different channels included in the Out Of Home concept. I will then identify the channels which are the most promising for Galler to introduce its offer.