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How to optimize the digital channels used in the buyer's journey to improve the customer acquisition? The case of Kazidomi

Petit, Inès
(2022)

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Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Kazidomi is an online supermarket founded in 2016 offering a selection of healthy products at affordable prices thanks to a subscription system (priced at 80€ per year) allowing those who sign up to benefit from discounts ranging from 20% to 50% on all products in the catalog. After a dazzling success following the Covid-19, the company is now experiencing a decline in the number of new members. This paper therefore aims at analyzing the digital channels used by the company to get in touch with its (future) customers in order to suggest potential improvement solutions. To do so this paper is based on a theoritical part including the study of the different digital channels, their use, their functioning and their optimization techniques. To carry out the analysis nine digital tools were used in order to perform the most thorough analysis possible. Following this analysis, we were able to make specific recommendations for each channel used by Kazidomi.

Citations

  • APA

Petit, I. (2022). How to optimize the digital channels used in the buyer’s journey to improve the customer acquisition? The case of Kazidomi. https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/30097