Tarkett floorinmotion shops and stores: data analytics and customer engagement's market exploration in the retail industry to identify opportunities for an interactive flooring solution

Details

Supervisors

Jacquemin, Amélie

Faculty

Louvain School of Management

Degree label

Master [120] en Ingénieur de gestion

Abstract

In the latest years, there has been a growing curiosity in the use of channels by consumers in the retail industry. The reason is that retailers faced tough times these years. Indeed, after having been confronted to three unprecedented crises (the financial crisis, the euro crisis and the recession), they have to handle the migration of their customers to online channel. As a result, retailer’s revenues are decreasing and so is doing the number of visitors. Traditional retailers understood that they have to react. Being aware of the impossibility to compete E-commerce with prices, retailers focus more and more on a customer-centric strategy giving an importance to customer services and in-store customer experience. Tarkett FloorInMotion Shops & Stores project aims to offer a product and related services that would support such strategies. They want, thanks to a Wi-Fi Floor solution, to enhance the customer journey of the visitors in brick-and-mortar stores. Through Wi-Fi Floor, the retailers would collect data about customer in-store visits, paths, behaviors & insights which will enable customer engagement, predictive analytic beneficial to conversion rate and provide to shoppers’ indoor location and services. Through this report, the reader will exercise his judgment on the feasibility of the project. The report involves the seeking of trends to define the needs and the environment of the retail industry. Then, to perfectly understand the project, a complete business model has been developed. The topics of the markets and sectors targeted, the competitive environment and the existing technologies providing the same or related needs have been analyzed to apprehend the environment in which the project will evolve. The report also puts forwards an accurate financial plan from 2016 to 2022. Afterwards, the project launch has been considered by realizing a SWOT analysis, a brief explanation of what could happen from 2018 to 2022, defining the corporate governance but also the regulation related to the project. Finally, the report concludes by the feasibility of the project and highlights the key success factors.