How to welcome a customer who started their journey online
Saturday 7 September —
16:00
- 16:30
What's New? In Retail — Hall 3
Description
The aim of this intervention is to better understand the psychology of webrooming customers, in order to better satisfy them. Webrooming describes the large numbers of customers who come into a store after browsing and searching for information on the Internet. These customers are particularly difficult to satisfy. And why? Because they have unique expectations and behaviors. To welcome them, satisfy them in-store and win their loyalty, we need to better understand their expectations and psychology. This talk proposes solutions to help these webrooming customers in a different way.
Participants
Régine VanheemsCo-founder - Handel Conseil & author of books on Commerce
Régine Vanheems
Co-founder - Handel Conseil & author of books on Commerce
Author of books and articles, Régine Vanheems is a specialist in distribution and trade. She has carried out numerous studies and published on trade, the digitalization of the purchasing act and Connected Commerce. A pioneer in France on omni-channel and connected commerce, her writings have won several awards in the USA and France. Her articles show why (and how) it is imperative to reinvent the fundamentals of marketing and commerce in the face of the digitalization of the purchasing act. She analyzes changes in customer behavior and how companies need to adapt to them. Régine has published several books, the last two being "Savoir conseiller et vendre à l'ère post-digitale" and "Commerce en devenir". After co-directing the Management Research Laboratory at the Sorbonne, Régine, who holds a PhD in Management Sciences and is an Associate Professor at Lyon 3 University, co-founded the Observatoire du Commerce Connecté. Régine is a regular speaker at trade shows and conferences, as well as for professional institutes and unions. She advises companies on their transition to the commerce of tomorrow. She co-founded HANDEL Conseil. Régine teaches marketing and business at the University of Lyon 3 and at ESCP-Business School.