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LA MISE EN SCÈNE DU POINT DE VENTE : UNE DÉMARCHE POUR RENFORCER L’APPROPRIATION DE L’ENSEIGNE PAR LA CIBLE VISÉE

Abstract : A store can be seen as a stage where actors (sellers, customers) act within a theater set. At a time when we first acquire symbols through the purchase of products, it is important to integrate these products into a story in which the target audience can easily recognize itself and to use the selling space in order to stage this story. The objective is to create a link with the target aimed to strengthen its appropriation of the store. Relying on a theatrical literature, on immersions both in the theatrical world and in stores, on interviews with professionals and consumers, this research proposes - with the example of clothing stores - a reading grid to transpose to distribution the traditional tools used to design a theater staging.
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https://hal-normandie-univ.archives-ouvertes.fr/tel-01710947
Contributor : Emilie Hoëllard <>
Submitted on : Friday, February 16, 2018 - 3:34:29 PM
Last modification on : Monday, October 19, 2020 - 11:01:51 AM
Long-term archiving on: : Monday, May 7, 2018 - 3:21:08 AM

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  • HAL Id : tel-01710947, version 1

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Emilie Hoëllard. LA MISE EN SCÈNE DU POINT DE VENTE : UNE DÉMARCHE POUR RENFORCER L’APPROPRIATION DE L’ENSEIGNE PAR LA CIBLE VISÉE . Gestion et management. Université de Caen Basse-Normandie, Caen, France, 2013. Français. ⟨tel-01710947⟩

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