Designing the digital marketing strategy and execution plan of a mobile application for Schréder to improve the sales process through an enhanced customer experience

Abstract

With digitalization, customers’ behaviours and expectations are changing, as nowadays rapidity and customization are decisive requirements. Consequently, a raising awareness is felt by companies for the need of digital sales tools to enable their salespeople to develop technology-oriented selling ways to appeal today’s customers. With that in mind, Schréder, a major competitor in the outdoor lighting sector, expresses an interest in equipping its sales representatives with such a tool aiming at improving the customer experience. This thesis covers the following sections: a brief presentation of Schréder and the project led throughout the internship, a situation analysis summary, literature review covering different topics, such as the B2G and B2B markets, sales digitalization, customer experience and mobile applications, as well as both a qualitative and quantitative studies carried out with Schréder’s sales reps. Then, this thesis proposes a solution to Schréder for the adoption of a mobile app alongside recommendations for the company for improving the customer experience through the use of the app by sales reps. At last, this thesis draws an implementation plan for the deployment of the digital sales tool.