Top Banner
 Tfæuk zpnakuuonmmkcck L@H Lhpiktomb kt Enllkpek u{p Omtkpmkt 0:8: , 0:88 Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: > Uehmmkw ek endk 0D hqke qntpk ln`ock zn{p hqnop heeæu ê d{ enmtkm{ enlzcïlkmthopk Qomekmt Tkuuokp Un{u ch dopketonm dk Qomekmt Lnmtkt Hqpoc 0:80
51

La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

Feb 11, 2018

Download

Documents

Vincent Tessier
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 1/50

 

Tfæuk zpnakuuonmmkcck

L@H Lhpiktomb kt Enllkpek u{p Omtkpmkt 0:8: , 0:88

Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Uehmmkw ek endk 0D hqke qntpk ln`ock zn{p

hqnop heeæu ê d{ enmtkm{ enlzcïlkmthopk

Qomekmt Tkuuokp

Un{u ch dopketonm dk Qomekmt Lnmtkt

Hqpoc 0:80

Page 2: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 2/50

 

0Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Pklkpeoklkmtu

Gk tokmu ê pklkpeokp cku zkpunmmku u{oqhmtku zn{p ck{p omuzophtonm# ck{p un{tokm kt ck{p

enmaohmek dhmu ch pïhcouhtonm dk ekttk tfæuk kt d{phmt lnm zhpen{pu h{ ukom d{ L@H Lhpiktomb kt

Enllkpek u{p Omtkpmkt 7

[m bphmd lkpeo ê Qomekmt Lnmtkt zn{p uh zïdhbnbok# uh `okmqkocchmek kt unm kvobkmek-

Lkpeo ê Hckvhmdpk Utnzmoeio zn{p unm kmtfn{uohulk# unm hln{p d{ dobothc enll{moehtoa kt uku

mnl`pk{uku omeothtonmu h{ `cnbbomb-

Lkpeo h{ enpzu zpnakuunphc kvekztonmmkc d{ L@H LEO8

kt zc{u zhptoe{coæpklkmt ê _hmm Ck Lnpt#

Gnmhtfhm Qodnp# Gkhm,Loefkc @occh{t kt Kpoe @ponmku-

  Lkpeo ê c‟kmukl`ck dk lku ehlhphdku dk ch zpnlntonm zhpt,tolk 0:8:.0:88 homuo x{‟ê ek{v dk ch

zpnlntonm a{cc,tolk# cku hzïpnu dk aom dk uïlomhopk dnoqkmt uk zn{pu{oqpk (

Lkpeo ê tn{t ck pïukh{ d‟hmeokmu LEO x{o enmutot{k dïunplhou {m anplodh`ck touu{ dk pkchtonmu

zntkmtokccku kt d‟kmtphodk- 

[m lkpeo tn{t zhptoe{cokp ê Tfokppy Zopku hqke x{o cku ïefhmbku tn{t h{ cnmb dk c‟hmmïk nmt ïtï {m

zchouop kt {mk un{pek dk lntoqhtonm enmtom{k- G‟kuzæpk x{k ch Rnpd Zpkuu Hehdkly h{ph {mk u{otk (

  [m lkpeo tn{t zhptoe{cokp ê lh akllk# Thtohmh# x{o l‟h un{tkm{ dhmu ekt kvkpeoek d‟ïepot{pk

doaaoeock-

Kmaom# lkpeo h{v zpnakuuonmmkcu x{o nmt zpou ck tklzu d‟ïefhmbkp cnpu d‟omtkpqokru zhuuonmmhmtu#

mnthllkmt @kptphmd Gnmx{nou x{o chmâhot h{ lçlk lnlkmt unm hbkmek uzïeohcouïk u{p ck dpoqk tn

ufnz 7 BNUFNZ ( Ch coutk dk eku omtkpqokru uk tpn{qk km Hmmkvk dk ek dne{lkmt kt ck{ppktphmuepoztonm enlzcætk u{p ck uotk 7 fttz..7qomekmttkuuokp-ap-

8 fttz7..qomekmttkuuokp-ap.tfkuk,zpnakuuonmmkcck.omtkpqkmhmtu,kt,qoz,l`h.  

Page 4: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 4/50

 

4Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Pïu{lï

C‟ïepot{pk dk ekttk tfæuk zpnakuuonmmkcck u{p cku olzhetu dk ch pïqnc{tonm ln`ock a{t {m cnmb qnyhbk-

Pïhcouïk dhmu ck ehdpk d{ L@H Lhpiktomb kt Enllkpek u{p Om tkpmkt dk c‟OCQ# kcck h enllkmeï zhp ch anptk

omt{otonm x{k ck ln`ock ïthot zc{u x{‟{m mn{qkc ïephm- H{ ,dkcê dk c‟oZfnmk# d{ lhpefï dku hzzcoehtonmu kt dk

ch lhuuk dk efoaapku x{o h`nmdkmt dæu x{‟nm u‟omtïpkuuk {m thmt unot zk{ h{ ln`ock# oc lk ukl`chot ïqodkmt

x{‟{mk pïqnc{tonm ïthot km lhpefk- H{ a{p kt ê lku{pk dk lh dne{lkmthtonm u{p ek lhpefï# zk{zcï

d‟hetk{pu z{ouuhmtu qkmhmt dk `npdu tpæu doaaïpkmtu# g‟ho z{ zpïeoukp lnm omt{otonm omotohck- Cku cobmku dk anpek

km gk{ unmt `okm zc{u olznpthmtku x{ ‟{m ïmoælk ïephm# lïdohu n{ lçlk x{‟{m mn{qkh{ ehmhc dk qkmtk-

Kpoe Ueflodt h hmmnmeï cnpu dk ch pï{monm dku hetonmmhopku dk Bnnbck km 0:88 x{k cku dk{v zpnefhomu

loccohpdu d‟{tocouhtk{pu d‟omtkpmkt ê qkmop qokmdpnmt zhp ck ln`ock- C‟npdomhtk{p zkpunmmkc m‟h{ph ïtï x{‟{mk

zhpkmtfæuk# {mk znptk d‟kmtpïk h{ pïukh{ omtkpmkt zn{p cku zhyu poefku kt neeodkmth{v- Ck pkutk d{ lnmdk

h dïgê uh{tï ek `pka ïzoundk tkefmncnbox{k- C‟omtkpmkt aovk `n{ckqkpuk mntpk ïenmnlok dkz{ou {mk dowhomk

d‟hmmïku dïgê# u{zzpolhmt cku omtkplïdohopku dhmu mnl`pk dk uketk{pu- Ck ln`ock hgn{tk dk{v mn{qkccku

dolkmuonmu ê ekttk pïqnc{tonm dobothck# ck tklzu kt c‟kuzhek- Cku enmunllhtk{pu nmt dïunplhou heeæu ê

tn{tk c‟omanplhtonm douznmo`ck u{p ch tnock m‟olznptk  nÿ kt m‟olznptk x{hmd 7 ocu uk tphmuanplkmt km

© enmmketkd ufnzzkpu ¹-

Enllkmt cku lhpx{ku zk{qkmt,kccku pï{uuop ck{p tphmuanplhtonm zn{p heenlzhbmkp ck{pu ecokmtu > X{‟kut,

ek x{k ck ln`ock hzznptk dk mn{qkh{ km tkplku dk lhpiktomb zn{p cku lhpx{ku > Km x{no c‟omtkpmkt ln`ock

ahot,oc {m znmt kmtpk enllkpek tphdotonmmkc kt enllkpek dobothc > 

G‟ho d‟h`npd kvhlomï km zpnanmdk{p ck lhpefï d{ ln`ock# unm foutnopk# uku hetk{pu# uku mn{qkh{v kmtphmtu#

cku zchtkanplku kt cku hbkmeku uzïeohcouïku- G‟ho kmu{otk ït{doï cku anmdhlkmth{v d{ lhpiktomb ln`ock 7 ck

efnov dk uh zpïukmek ln`ock# ch doutpo`{tonm dk unm hzzcoehtonm# unm lnmotnpomb homuo x{k c‟ïen,uyutælk

z{`coeothopk ln`ock km zckom kuunp- Kmaom# gk lk u{ou omtïpkuuï h{v ckqokpu ln`ocku x{o zkplkttkmt h{v

lhpx{ku d‟heenlzhbmkp ck{pu ecokmtu ê efhx{k ïthzk dk ck{p zhpen{pu d‟hefht zfyuox{k- Cku

kmukobmklkmtu unmt ê ch anou utphtïbox{ku kt nzïphtonmmkcu- D‟{m znomt dk q{k utphtïbox{k# {mk lhpx{k

h{gn{pd‟f{o mk zk{t zc{u g{utoaokp unm h`ukmek n{ uh zpïukmek lncck u{p ck lïdoh ln`ock- Mk zhu çtpk

zpïukmt dhmu {m pïu{ctht dk pkefkpefk ln`ock d‟{m ecokmt zntkmtokc# e‟kut uk lkttpk km dhmbkp- D‟{m znomt dk

q{k nzïphtonmmkc# zc{uok{pu hvku kt ehu enmepktu unmt dïthoccïu oeo kt dkqphokmt npokmtkp ck cketk{p u{p ch`nmmk qnok km anmetonm dk uh zpn`cïlhtox{k lïtokp- Kmaom# ck ufnzzomb 5-: zpkmd anplk hqke ck ln`ock kt

c‟k,tphmuanplhtonm d{ znomt dk qkmtk qh phzodklkmt dkqkmop {mk zponpotï zn{p ck uketk{p dk ch doutpo`{tonm-

Ekttk tfæuk h zn{p n`gketoa d‟ïechopkp cku zpnakuuonmmkcu d{ uketk{p u{p ch pïqnc{tonm ln`ock km en{pu- Zhp ch

mht{pk enlzckvk dku x{kutonmu h`npdïku# x{o enmekpmkmt ek lhtïpoh{ qoqhmt x{‟kut ck dobothc# ek dne{lkmt

kut dïgê n`uncætk hqhmt lçlk unm olzpkuuonm- G‟omqotk lku cketk{pu ê zn{pu{oqpk ch pïackvonm kt ch

enmqkpuhtonm u{p lnm `cnb0-

0 fttz7..qomekmttkuuokp-ap. 

Page 5: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 5/50

 

;Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

U{llhpy

Tfk rpotomb na tfou zpnakuuonmhc tfkuou nm tfk ln`ock pkqnc{tonm hmd otu olzhetu rhu h cnmb gn{pmky-

Ehppokd n{t d{pomb ly L@H ut{doku# ot aoput uthptkd `y h utpnmb omt{otonm tfht ln`ock rhu mnt g{ut hmntfkp

uepkkm- @kynmd tfk oZfnmk zfkmnlkmh# tfk hzzu tnpmhdn hmd tfk omepkdo`ck hln{mt na dhth yn{ lkkt

rfkm yn{ uthpt tn `k omtkpkutkd om ln`ock# ot ehlk tn lk tfht h pkqnc{tonm rhu fhzzkmomb- Hu O rhu dobbomb

tfou lhpikt# epnrdkd `y qkpy doaakpkmt hmd znrkpa{c omfh`othmtu# O aomhccy echpoaokd ly omotohc akkcomb- Tfk comku

na anpek ht uthik hpk ahp lnpk olznpthmt tfhm g{ut `{ocdomb h mkr lkdoh np kqkm doutpo`{tonm efhmmkc- Kpoe

Ueflodt hmmn{mekd om 0:88 tfht tfk mkvt trn `occonmu na omtkpmkt {ukpu rocc enlk apnl ln`ock- Tfk zkpunmhc

enlz{tkp rn{cd fhqk `kkm g{ut hm omtkpc{dk# h dnnp tfpn{bf tfk Omtkpmkt anp rkutkpm hmd poef en{mtpoku- Tfk

pkut na tfk rnpcd fhu hcpkhdy uiozzkd tfou `poka tkefmncnboehc kzoundk- Omtkpmkt efhmbku tfk ahek na n{p

kenmnly uomek lnpk tfhm h dkehdk mnr# dout{p`omb lnpk tfhm nmk omd{utpy- Ln`ock ou hddomb trn mkr

dolkmuonmu tn tfk bhlk# tolk hmd uzhek- Enmu{lkpu fhqk mnr hcc tfk omanplhtonm hqhoch`ck nm tfk rk`

hmytolk# hmyrfkpk7 tfky hpk t{pmomb omtn –enmmketkd ufnzzkpu“- 

Fnr `phmdu ehm znuuo`cy u{eekkd tfkop tphmuanplhtonm om npdkp tn bn rotf tfkop ecokmtu> Rfht dnku ln`ock

`pomb mkr nm tfk th`ck om tkplu na lhpiktomb> Fnr ou ln`ock omtkpmkt h `podbk `ktrkkm k,enllkpek hmd

tphdotonmhc doutpo`{tonm>

O aoput kvhlomkd dkkzcy tfk ln`ock lhpikt# otu foutnpy# otu zhptoku omqncqkd# otu mkr enlkpu# tfk zchtanplu hmd

tfk uzkeohcowkd hbkmeoku- Tfkm O ut{dokd tfk `huoeu na ln`ock lhpiktomb7 tfk efnoek na h ln`ock zpkukmek#

tfk doutpo`{tonm na hm hzzcoehtonm# otu lnmotnpomb hu rkcc hu tfk ahut,bpnromb ln`ock hdqkptouomb omd{utpy-

Aomhccy# O fobfcobftkd tfk ln`ock ckqkpu# rfoef kmh`ck tfk `phmdu tn fkcz tfkop ecokmtu d{pomb khef utkz na

tfkop z{pefhuomb zpnekuu- Tfk ckuunmu dphrm hpk `ntf utphtkboe hmd nzkphtonmhc- Apnl tfk utphtkboe znomt na

qokr# h `phmd ehm‟t lhik kve{uku anp otu h`ukmek np uc{bbouf zpkukmek nm tfk ln`ock lkdo{l- Mnt `komb

zpkukmt om tfk ukhpefomb pku{ctu nm h zntkmtohc ecokmt‟u ln`ock ou tn z{t nmkukca om dhmbkp- Apnl tfk

nzkphtonmhc znomt na qokr# ukqkphc lhom comku hmd pkhc ehuku hpk dkthockd fkpk hmd ufn{cd dpoqk tfk pkhdkp

nm tfk pobft rhy heenpdomb tn fou nrm zpnakuuonmhc ouu{k- Kqkmt{hccy# ln`ock ou ufhzomb h mkr rhy na

ufnzzomb# tfk ufnzzomb 5-:# hmd `komb h enmmketkd utnpk rocc unnm `k tfk zponpoty anp tfk pkthoc omd{utpy-

Tfk n`gketoqk na tfou tfkuou ou tn kmcobftkm lhpiktkpu nm tfk e{ppkmt ln`ock pkqnc{tonm- Enmuodkpomb tfkdoaaoe{ctoku tn dkhc rotf dobothc# rfoef ou h coqomb lhttkp# tfou dne{lkmt ou n{t,na,dhtk `kanpk otu zpomtomb-

Tfkpkanpk# O omqotk ly akccnr pkhdkpu tn ehppy nm rotf tfkuk tfn{bftu hmd enmtom{k dk`htomb nm ly zkpunmhc

`cnb5-

5 fttz7..qomekmttkuuokp-ap. 

Page 6: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 6/50

 

1Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Lntu ecïu

Page 7: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 7/50

 

2Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Pkenllhmdhtonmu uymtfïtox{ku

Ck ln`ock enmmhít {mk qotkuuk d‟hdnztonm ghlhou q{k dhmu c‟foutnopk dku tkefmncnboku- Oc y h

h{gn{pd‟f{o 1 loccohpdu dk zkpunmmku ïx{ozïku dk tïcïzfnmku ln`ocku# unot 62+ dk th{v dk zïmïtphtonm- Cku

eyecku d‟ommnqhtonm dku tkplomh{v u‟heeïcæpkmt kt ch ehzheotï dku pïukh{v h{blkmtk ê lku{pk x{k cku

{uhbku uk dïqkcnzzkmt- Zn{p `kh{en{z# hqnop omtkpmkt dhmu uh znefk kt çtpk km zkplhmkmek enmmketï kut

dkqkm{ mht{pkc- C‟{uhbk d{ ln`ock km znomtu dk qkmtk kut {mk tkmdhmek dk anmd oppïuouto`ck- Ch cnehcouhtonm

km tklzu pïkc kut dkqkm{k {mk pïhcotï- Cku lhpx{ku enllkmekmt ê zkomk ê omtïbpkp cku `nmmku zphtox{ku

zn{p u‟hdpkuukp ê ck{pu ecokmtu u{p omtkpmkt x{k ch dnmmk efhmbk- C‟hzzhpotonm d{ ln`ock p k`ht cku ehptku kt

dnmmk {m bnùt d‟n`unckuekmek h{v utphtïboku lhpiktomb km zchek- X{kcu unmt cku efhmbklkmtu lhgk{pu

x{‟hzznptk ck ln`ock > Enllkmt cku lhpx{ku dnoqkmt,kccku pïhbop ahek ê c‟omtp{uonm d{ dobothc dhmu ck

lnmdk zfyuox{k > Ck pçqk dk efhx{k dopketk{p lhpiktomb dk zkpunmmhcoukp unm lkuuhbk ê efhe{m dk uku

ecokmtu kut dïunplhou znuuo`ck-

8. C‟ïqnc{tonm dku enlznptklkmtu d‟hefhtu

Ck ln`ock hzznptk dk{v mn{qkccku dolkmuonmu anmdhlkmthcku h{ dobothc 7 c‟omuthmthmïotï kt ch

cnehcouhtonm- Cku enmunllhtk{pu qk{ckmt dïunplhou heeïdkp ê c‟omanplhtonm# h{v zpnd{otu kt h{v lhpx{ku

dk lhmoæpk omuthmthmïk- Ck tklzu dk ekpqkh{ douznmo`ck h{blkmtk ê lku{pk x{k cku tklzu d‟httkmtk

douzhphouukmt- Ktpk cê x{hmd {m ecokmt n{ {m zpnuzket pkefkpefk {mk omanplhtonm# x{kcu x{k unokmt ck

u{zznpt kt ck cok{# dnot dkqkmop {mk pæbck zn{p efhx{k npbhmouhtonm- Zc{u ck tklzu d‟httkmdpk x{‟oc unot

pkqkm{ dkppoæpk unm ïephm d‟npdomhtk{p  n{ x{‟oc pkbhpdk {mk z{`coeotï ê ch tïcïqouonm- C‟npdomhtk{p aovk kut

lnpt kt ch TQ tkcck x{‟nm ch enmmhít kut km tphom dk ln{pop- Cku ïephmu mk uk ehmmo`hcoukmt zhu# ocu uk

u{zkpznukmt- Nm zhpck dk l{ctothuiomb zn{p dïepopk ck{p enmunllhtonm lïdohtox{k uol{cthmïk- Cku

enmunllhtk{pu zpïzhpkmt tn{gn{pu ck{pu hefhtu hqhmt dk uk dïzchekp- Lhou ch pkefkpefk d‟omanplhtonm u mk

uk ahot zc{u dkqhmt unm npdomhtk{p lhou dopketklkmt u{p ck znomt dk qkmtk- Cku hzzcoehtonmu dk enlzhphounm

dku zpov kt d‟hqou dk enmunllhtk{pu enllk ufnzuhqqy n{ Bnndb{odk unmt zcï`oueotïku- Eku hzzcoehtonmu

pïznmdkmt h{ `kunom dku enmunllhtk{pu d‟hqnop {mk omanplhtonm ollïdohtk- C‟ollïdohtktï kt ch qotkuuk

dkqokmmkmt dku zpïpkx{ou- Ck efklom ck zc{u phzodk h{gn{pd‟f{o zn{p tn{efkp {m enmunllhtk{p kut ck

ln`ock-

Ch cnehcouhtonm kut ch dk{voælk dolkmuonm olznpthmtk ê zpkmdpk km enlztk- Ch mntonm d‟kuzhek kut km t phom

d‟çtpk `n{ckqkpuïk- Gk u{ou dhmu cku tphmuznptu km enll{m kt km lçlk tklzu zpïukmt u{p Ahek`nni hqke

lnm odkmtotï m{lïpox{k- C‟{`ox{otï kut dïunplhou {mk pïhcotï- Ck pïkc kt ck qopt{kc uk u{zkpznukmt- H lku{pk

x{k cku enmunllhtk{pu kvzïpolkmtkmt c‟omtkpmkt km ln`ocotï# ck{pu httkmtku dk enmtkvt{hcouhtonm qnmt

bphmdouuhmtku- An{pux{hpk kt d‟h{tpku ukpqoeku zkplkttkmt dïgê dk zn{uukp dku naapku zpnlntonmmkccku n{

dku z{`coeotïu km anmetonm dk ch znuotonm bïnbphzfox{k- © Tfomi bcn`hc# het cnehc ¹# ho,gk hzzpou d{phmt lku

ït{dku km ïenck dk enllkpek- Nm zhpchot ê c‟ïznx{k dk utphtïbok omtkpmhtonmhck kt dk ck{p hdhzthtonm

mïekuuhopk zhyu zhp zhyu- Mn{u mk unllku zc{u ê ek moqkh{ dk q{k- Mn{u unllku dïunplhou h{ moqkh{

d{ zovkc# e‟kut,ê,dopk dk ch p{k- Cku lhpx{ku dnoqkmt dïunplhou naapop d{ enmtkm{ enmtkvt{hcouï kt

bïncnehcouï-

Page 8: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 8/50

 

6Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Bnnbck h pïekllkmt zpnznuï ch mntonm dk WLNT km pïaïpkmek h{ enpz{u tfïnpox{k dïqkcnzzï zhp Zpnetkp

! Bhl`ck zn{p un{cobmkp c‟olznpthmek d{ efhmbklkmt dk zhphdoblk km en{pu- Cku kmukobmklkmtu unmt cku

u{oqhmtu 7 ck zpnekuu{u dk dïeouonm h efhmbï 9 ek x{o h ïtï {m lkuuhbk z{`coeothopk kut dïunplhou {mk

enmqkpuonm- Ck `n{efk ê npkocck m‟h ghlhou ïtï h{uuo olznpthmt- Ek ln{qklkmt tn{efk tn{tku cku ehtïbnpoku

dk zpnd{otu kt kmaom ck pôck ekmtphc d{ ln`ock h{gn{pd‟f{o- Ck enmunllhtk{p m‟h ghlhou ïtï h{uuo qkpuhtock kt

doaaoeock ê enl`ckp-

0. X{kcck utphtïbok ln`ock lkttpk km zchek >

Ch zpkloæpk efnuk ê hmhcyukp kut qntpk zpïukmek ln`ock- Kut,ek x{k lh lhpx{k kut zpïukmtk u{p

ck ln`ock kt dk x{kcck lhmoæpk > H c‟fk{pk dk c‟kvzïpokmek d‟hefht# efhx{k enmthet hqke ch lhpx{k kut

olznpthmt- Chouukp cku ln`omh{tku u{pakp u{p {m uotk omtkpmkt mnm nztolouï zn{p ck ln`ock kut {mk

kvzïpokmek ehthutpnzfox{k- [mk zpïukmek ln`ock kut h{gn{pd‟f{o ê ch znptïk dk tn{tku cku lhpx{ku kt {mk

pkdopketonm uolzck dku {tocouhtk{pu qkmhmt d‟{m lntk{p dk pkefkpefk u{p ln`ock kut ch `huk- Ck efnov d{

douznuotoa ê lkttpk km zchek dïzkmd dk efhx{k uketk{p# dk ch tyzncnbok dk `{uomkuu kt dk ch eo`ck lhpiktomb-

@kh{en{z d‟kmepk h en{cï ê zpnznu d{ efnov dku zchtkanplku kmtpk oNU# Hmdpnod n{ d‟h{tpku# uhmu zhpckp 

d{ FTLC; x{o zk{t pkmdpk {m uotk ln`ock n{ {mk rk`hzz hbmnutox{k h{v zchtkanplku- Ch lndk kut h{

pkuznmuoqk dkuobm kt h{ ln`ock aoput- Unot- Lhou cku lhpx{ku mk zk{qkmt pkanmdpk tn{t ck{p douznuotoa dobothc

tn{u cku hmu- Zh{c @kpmky# ck ELN dk ch LLH &Ln`ock Lhpiktomb Huuneohtonm/ phzzkcck x{k ch louuonm dku

ïx{ozku lhpiktomb pkutkmt ch lçlk 7 hex{ïpop dku ecokmtu# cku aodïcoukp kt enmutp{opk ch lhpx{k4- Pïuncqkw

{mk anou zn{p tn{tk ck dï`ht u{p ch tkefmncnbok n{ zpkmkw enmukoc h{zpæu dku mnl`pk{uku hbkmeku

uzïeohcouïku x{o nmt kuu{yï cku zcàtpku dkz{ou dku hmmïku u{p eku x{kutonmu# kt enllkmekp ê `àtop qntpkutphtïbok ln`ock- H x{kc `kunom qh pïznmdpk lnm hzzcoehtonm n{ lnm uotk ln`ock > Dhmu x{kc enmtkvtk lku

ecokmtu qnmt,ocu c‟{tocoukp > X{kcu ukpqoeku ê qhck{p hgn{tïk qhou,gk zn{qnop hzznptkp hqke cku mntonmu

d‟omuthmthmïotï kt dk cnehcouhtonm >

Cku unc{tonmu zn{p hcolkmtkp {mk zpïukmek ln`ock unmt mnl`pk{uku- [m `nm pïaïpkmeklkmt dhmu cku

utnpku d‟hzzcoehtonmu enllkmek zhp ck efnov dk ch ehtïbnpok# ck cnbn kt {m mnl kvzcoeotk dk c‟hzzcoehtonm- [m

zchm dk louku ê gn{p dk c‟hzzcoehtonm dnot çtpk ïth`cot km hlnmt d{ chmeklkmt - E ‟kut {m ckqokp olznpthmt dk

pïe{ppkmek d‟{uhbk kt dk aodïcouhtonm- Cku ukpqoeku dk zpnlntonmu d‟hzzcoehtonmu unmt tpæu kaaoeheku lhou mk

u{aaoukmt zhu ê un{tkmop d{ph`cklkmt {mk zpïukmek ln`ock- Zn{p cku uotku ln`ock# {mk httkmtonm zhptoe{coæpk

dnot çtpk hzznptïk h{ pïaïpkmeklkmt mht{pkc u{p ck ln`ock- Bnnbck h chmeï {mk qkpuonm dïdoïk dk unm pn`nt

kt cku epotæpku fh`ot{kcu dk phzodotï d‟haaoefhbk kt d‟nztolouhtonm d{ endk u‟hzzcox{kmt- Zn{p cku

npbhmouhtonmu hyhmt dku lnykmu olznpthmtu# {mk ehlzhbmk zc{po,lïdoh kut ch qnok pnyhck zn{p ahopk

enmmhítpk c‟hzzcoehtonm kt u{ptn{t ck ukpqoek omïdot x{‟kcck hzznptk ê ck{pu ecokmtu- Zn{p cku `{dbktu lndkutku#

{mk ehlzhbmk u{p omtkpmkt kt mnthllkmt u{p cku uotku uzïeohcouïu dhmu cku hzzcoehtonmu kut {m lomol{l-

Kmaom# doaa{ukp chpbklkmt u{p cku lïdohu Zhod kt Nrmkd kut kuukmtokc- Zn{p ck Zhod# o c u‟hbot dk lkmtonmmkp 

c‟hzzcoehtonm n{ dk zchekp {m endk 0D pkmqnyhmt qkpu ch zhbk dk tïcïefhpbklkmt dk c‟hzzcoehtonm u{p cku

4 Rk`ot Enmbpkuu# Netn`pk 0:88# Outhm`{c# T{piky# omtkpqkmtonm dk Zh{c @kpmky 7 fttz7..`ot-cy.yV2uXb 

Page 9: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 9/50

 

?Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

epïhtonmu z{`coeothopku dku zchmu lïdohu km en{pu- Zn{p ck Nrmkd# oc u‟hbot dk ch lçlk efnuk lhou u{p tn{u

cku hetoau dk c‟npbhmouhtonm 7 zchx{kttk# uotk omtkpmkt# znomt dk qkmtk# ehptk dk qouotk dku klzcnyïu‡ 

Ch enmx{çtk 7

Ck ln`ock dkqokmt {m lïdoh ê zhpt kmtoæpk ê lku{pk x{k ck tklzu zhuuï dïzhuuk ekc{o d‟h{tpku lïdohu-

Cku hzzcoehtonmu dk gk{v u{p ln`ock omtæbpkmt dk zc{u km zc{u dk z{`coeotïu- Ch uthpt,{z Iooz ê lçlk zn{p

hl`otonm x{k cku lhpx{ku pïenlzkmukmt cku {tocouhtk{pu ê efhx{k moqkh{ zhuuï- U{p ch zhptok douzchy

ln`ock# cku pïboku ln`ocku unmt km zckomk zfhuk dk lht{p otï tkefmncnbox{k kt dk enmuncodhtonm d‟h{dokmek-

Cku naapku `phmdomb unmt dïunplhou {mk pïhcotï hqke dku anplhtu z{`coeothopku ahouhmt ch zhpt `kcck h{

FTLC; hqke zhp kvklzck Uzpn{t d‟Omln`o kt Cnndoku km Aphmek- Cku naapku ê ch zkpanplhmek unmt

mnl`pk{uku kt ck enùt zhp tïcïefhpbklkmt uk bïmïphcouk phzodklkmt- Bnnbck a{uonmmk uh pïbok Hdln`

dhmu Hdrnpdu kt pkmd unm omqkmthopk douznmo`ck u{p cku hdkvefhmbku- C‟hefht h{tnlhtouï u{p ck ln`ock u{ot

ck pytflk d{ douzchy u{p omtkpmkt kt ukph echopklkmt {mk pïhc otï d‟oeo tpnou hmu- Cku ehlzhbmku ln`ocku nmt

dku ehzheotïu dk eo`chbk ghlhou q{ku u{p omtkpmkt- Ch cnehcouhtonm kut `okm uùp ck eo`chbk ck zc{u zpnlkttk{p#

ekpthomku pïboku enllk Hdlnnqk km nmt ahot ck{p uzïeohcotï-

Ck ULU pkutk c‟hplk h`unc{k d{ ln`ock- Hqke 8::+ dk enlzhto`ocotï# dku ehzheotïu mn{qkccku dk eo`chbk

bpàek h{ bknakmeomb kt ch znuuo`ocotï dk pkmqnykp qkpu {mk hzzcoehtonm n{ {m uotk ln`ock# ek ckqokp mk

ln{pph zhu hqke ch bïmïphcouhtonm dku ulhptzfnmku- Ck XP h cnmbtklzu dïâ{ lhou ukl`ck tpn{qkp dk

pïkccku hzzcoehtonmu bpàek h{ zheihbomb ïtkmd{# ê uh ehzheotï ê ahopk d{ cokm dhmu dku douznuotoau l{cto,

ehmh{v- Unm {tocouhtonm dhmu ck ehdpk dk `n{tox{ku ïzfïlæpku zkplktthmt h{v enmunllhtk{pu d‟hefktkp 

{m zpnd{ot km zckomk bhpk n{ ê {m h`po `{u c{o huu{pk dk `kh{v gn{pu- Cku lïehmox{ku h{tn{p dk ch

bhloaoehtonm unmt zc{u x{k ghlhou d‟het{hcotï zn{p tn{u cku douznuotoau dk dpoqk tn utnpk - [m `kc kvklzck kmAphmek kut ch uthpt,{z Uehm`{eiu x{o zkplkt dk bhbmkp dku znomtu ê efhx{k lhmoz{chtonm dk zpnd{ot n{ dk

zhuuhbk km ehouuk- Omekmtoqkp ck efkei,om km lhbhuom hqke {mk naapk zpnlntonmmkcck n{ {m gk{ enmen{pu

anmetonmmk tpæu `okm- Cku douznuotoau dk pïhcotï h{blkmtïk unmt kmenpk `hc`{tohmtu kt lhmx{kmt

d‟hzzcoehtonmu enmepætku kt {tocku zn{p uk bïmïphcoukp-

Ch aodïcouhtonm 7

Ck ln`ock pkeæck km c{o {m htn{t dk zpklokp zchm 7 oc kut zkpunmmkc- Cku lhpx{ku unmt dïunplhou uùpku x{k

ck{pu lkuuhbku httkobmkmt cku `nmmku zkpunmmku- C‟h{tfkmtoaoehtonm km znomt dk qkmtk kut {m hvk lhgk{p 

x{k cku kmukobmku dnoqkmt phzodklkmt hdnztkp dhmu ck{p utphtïbok dk pkchtonm ecokmt- Cku hzzcoehtonmu dk

dïlhtïpohcouhtonm dk ehptku dk aodïcotï enllkmekmt ê tpn{qkp ck{p z{`coe kt hzznptkmt dk pïkcu ukpqoeku h{v

enmunllhtk{pu- Cku kmukobmku dnoqkmt echopklkmt uk znuotonmmkp kt hdnztkp {mk utphtïbok kvec{uoqk n{

u‟n{qpop ê eku mn{qkh{v hetk{pu- Ck ulhptzfnmk omtpnd{ot {m mn{qkh{ lkdo{l# ch mntoaoehtonm- Oc kut

zhptoe{coæpklkmt omtïpkuuhmt km tkplku dk pkchtonm ecokmt kt dk aodïcouhtonm- [mk hzzcoehtonm zk{t d‟hocck{pu

çtpk enmuodïpïk enllk {m uolzck efkqhc dk Tpnok zkplktthmt ê {mk lhpx{k dk zn{qnop ïth`cop {mk

enll{moehtonm zc{u omtolk kt pïb{coæpk bpàek ê ek lkdo{l-

Page 10: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 10/50

 

8:Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

5. H{,dkcê d{ ln`ock# hmtoeozkp ch pïqnc{tonm ê qkmop d{ enllkpek

C‟hepnmylk UNCNLN h `kh{en{z eope{cï zn{p ïqnx{kp ck mn{qkh{ zhphdoblk dobothc- Oc pkacætk

zhptoe{coæpklkmt `okm c‟httot{dk x{k cku lhpx{ku dnoqkmt hdnztkp h{gn{pd‟f{o- Kccku dnoqkmt çtpk uneohcku#

cnehcku kt ln`ock- Zhp hocck{pu# An{pux{hpk kut ck qkpuhmt {tocouhtk{p dk ekttk mn{qkcck dnmmk# oc y h h{ph

qphoukl`ch`cklkmt {m qkpuhmt d{ eôtï dku lhpefhmdu- @kh{en{z dk zktotu enllkpeku kt dk lhbhuomu dk

zpnvolotï qnmt enllkmekp ê bïpkp ck{p haahopk dk ck{p ulhptzfnmk- E‟kut uhmu dn{tk ch phounm zn{p chx{kcck

Ux{hpk qokmt d‟çtpk qhcnpouïk {m loccohpd dk dncchpu- Lhou ck ln`ock m‟kut x{k ck fh{t dk c‟oek`kpb 9 ck echopnm

d‟{mk `hthocck ê qkmop kmenpk zc{u olznpthmtk uk ahot dïgê kmtkmdpk- Ch doutpo`{tonm zfyuox{k mk zk{t zc{u uk

enmtkmtkp d‟çtpk {m kmdpnot nÿ c‟nm qkmd dku zpnd{otu- C‟omtpnd{etonm d{ dobothc dhmu c‟kvzïpokmek d‟hefht

naacomk znuk ch x{kutonm dk c‟ïqnc{tonm d{ znomt dk qkmtk- Ahek ê c‟{tocouhtonm d{ ln`ock km znomtu dk qkmtk#

cku kmukobmku nmt ck efnov dk pïuoutkp n{ d‟heenlzhbmkp ck ln{qklkmt - Oc ah{t x{‟kccku pkzpkmmkmt ch lhom#

n{qpkmt ck{pu pïukh{v Roao kt omqotkmt cku ecokmtu ê {tocoukp ck{pu ukpqoeku- Ck znomt dk qkmtk uk enmmketk kt

e‟kut {mk efhmek- Ch doutpo`{tonm tphdotonmmkcck h dïunplhou cku lnykmu d‟{tocoukp cku hplku x{o nmt ahot ck

u{eeæu dku z{pk zchykpu- Ck lhbhuom m‟kut zhu lnpt# oc kut h{ eŕ{p dk ch enmqkpbkmek kmtpk ck dobothc kt ck

zfyuox{k- Cku kmukobmku hyhmt {m uotk omtkpmkt dnoqkmt pkmdpk heekuuo`ck km ln`ocotï ck{pu aoefku zpnd{otu

kt cku hqou enmunllhtk{pu- Kccku dnoqkmt ahopk ïqnc{kp ck{p pkchtonm d‟{mk mht{pk z{pklkmt tphmuhetonmmkcck

qkpu x{kcx{k efnuk dk zc{u kvzïpokmtokc- C‟omtpnd{etonm dk `npmku omtkphetoqku n{ dk th`ckttku km lhbhuom

kut {mk zhptok dk ch unc{tonm- Eku douznuotoau zkplkttkmt dk lkttpk km zphtox{k cku uymkpboku ïqodkmtku kmtpk

ck uotk lhpefhmd kt ck znomt dk qkmtk- Cku lhbhuomu zk{qkmt qnop ck{p u{pahek pïtpïeop# d{ lnomu dhmu cku

wnmku dk efhchmdouk ê anptk dkmuotï- Ch tphmuanplhtonm d{ znomt dk qkmtk km ufnrpnnl kut echopklkmt {m

hvk dk dïqkcnzzklkmt zn{p ekpthomku kmukobmku- Cku hplku dk ekttk a{t{pku `hthoccku unmt zk{t,çtpk dhmu

ck mn{qkc hepnmylk TNDHECN# Tn{ef# Dhth kt Ecn{d- Cku omtkpaheku thetocku naapkmt dk pïkccku kvzïpokmekukm lhbhuom h{v enmunllhtk{pu- Cku kmukobmku enllkmekmt ê uk pkmdpk enlztk dk ch ahmthutox{k qhck{p

dk ck{pu dnmmïku# mnthllkmt km tkplk dk enlznptklkmthc kt dk pkthoc hmhcytoeu- Ch unllk dku dnmmïku

qkmhmt dku ulhptzfnmku# dku unptoku ehouuk kt dku ehptku `hmehopku kut {m bouklkmt d‟nzznpt{motï u- Qouh

kt Hlkpoehm Kvzpkuu ck anmt dïgê kt oc y h anpt ê zhpokp x{k cku omotohtoqku enllk Bnnbck Rhcckt m‟hokmt zhu

d‟h{tpku `{tu- Cku dnmmïku nmcomk qnmt hlïconpkp ck ukpqoek kt ch zkpunmmhcouhtonm d{ enllkpek zfyuox{k

kt omqkpuklkmt- Kmaom# cku dnmmïku utneiïku dhmu ck ecn{d unmt ch unc{tonm ïqodkmtk h{v kvobkmeku

mn{qkccku dk c‟nlmoehmhc- Cku enmunllhtk{pu nmt {mk kvzïpokmek d‟hefht {moaoïk 9 ocu qk{ckmt dku zpov

enfïpkmt kt {m ukpqoek zkpunmmhcouï# x{kc x{k unot ck ehmhc-

Ck ln`ock hzznptk dk mn{qkccku dolkmuonmu h{ lhpiktomb# pkzchek ck ecokmt h{ ekmtpk dk ch pïackvonm kt

efhcckmbk cku pïukh{v dk doutpo`{tonm- C‟omtkpmkt kut kmaom hppoqï u{p ck ln`ock# pkmdhmt ek tkplomhc zc{u

omtkccobkmt kt zc{u ukmuo`ck ê unm kmqopnmmklkmt# km unllk zc{u enmmketï- Zn{p cku lhpx{ku# e‟kut

c‟neehuonm dk mk zhu phtkp ck dïzhpt enllk ekch h ïtï ck ehu zn{p `kh{en{z h{ dï`{t d‟omtkpmkt- 0:80 dnot

çtpk c‟hmmïk nÿ ck ln`ock dnot zpkmdpk dhmu cku utphtïboku lhpiktomb dku bphmdku lhpx{ku kt dku

kmukobmku# ch zchek ekmtphck x{‟oc h dhmu ch qok dku enmunllhtk{pu- 

Page 11: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 11/50

 

88Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Omtpnd{etonm

Omtkpmkt kut ch 4ælk

pïqnc{tonm lhgk{pk x{k enmmhot c‟foutnopk f{lhomk- Dopk x{k c‟hppoqïk d‟omtkpmkt

`n{ckqkpuk mntpk uneoïtï kut {mk chzhcouuhdk- Tn{u cku huzketu dk ch qok unmt tn{efïu n{ qnmt c‟çtpk 7 ch

lhmoæpk dnmt nm u‟omanplk# nm hefætk# nm enll{mox{k# nm pkmenmtpk# kte- Ch bphmdk enmqkpuonm 

m{lïpox{k ; # z{`coï zhp Lochd Dn{kofo# pkmd zhpahotklkmt enlztk dk ek `hue{cklkmt dk uneoïtï dnmt mn{u

unllku cku tïlnomu zpoqocïboïu- Mntpk ïznx{k kut lhpx{ïk zhp {m dn{`ck ln{qklkmt- D ‟{m eôtï# Omtkpmkt

uk pïzhmd dhmu tn{u cku huzketu dk mntpk qok kt uïd{ot tn{tku cku echuuku d‟àbk- Dk c‟h{tpk# ïlkpbkmt dk

mn{qkh{v {uhbku ê lku{pk x{k uk dïqkcnzzkmt dku ukpqoeku tn{gn{pu zc{u ommnqhmtu- C ‟omtkpmkt ln`ock

m‟kut x{‟{mk zpncnmbhtonm dk ekttk ommnqhtonm tkefmncnbox{k lhgk{pk x{‟kut Omtkpmkt- H ekeo zpæu x{k uh

epnouuhmek uk ahot f{ot anou zc{u qotk# mn{u dot Lhpy Lkkikp dk ch uneoïtï dk ehzothc,poux{k IZE@1- Mn{u

enmuthtnmu dkz{ou x{omwk hmu ch anplodh`ck z{ouuhmek d‟Omtkpmkt- Np# hqnop ekttk z{ouuhmek hqke uno km

ln`ocotï# qh heeïcïpkp ch pïqnc{tonm km en{pu- Ch e{ct{pk m{lïpox{k u‟kmpoefot dk mn{qkccku dolkmuonmu 7 ck

enpzu hqke ck thetock# ch qnov bpàek ê ch pkenmmhouuhmek qnehck# c‟kuzhek hqke ch cnehcouhtonm‡ Cku

uzïeoaoeotïu d{ tkplomhc epïkmt dk mn{qkh{v {uhbku- Zn{p tn{tku eku phounmu# ck ln`ock qh zkplkttpk h{

dobothc dk zpkmdpk tn{tk uh lku{pk dhmu c‟ïenmnlok kt dhmu mnu qoku x{ntodokmmku- Ekpthomu qnmt lçlk

 g{ux{‟ê dopk x{k ck a{t{p dk c‟omtkpmkt kut ck ln`ock- Zc{uok{pu kmtpkzpouku enllkmekmt ê hzzcox{kp ck lhmtph

© Ln`ock aoput ¹# e‟kut,ê,dopk ê zkmukp ln`ock hqhmt tn{t efnuk- Mn{u kmtpnmu dhmu {mk æpk znut,ze- Oc y h dov

hmu# oc y hqhot 2:: locconmu d‟h`nmmklkmtu ln`ocku enmtpk 8 loccohpd dk cobmku omtkpmkt aovku- Mn{u km

unllku h{gn{pd‟f{o ê ;#? loccohpdu zn{p ck ln`ock enmtpk 0 loccohpdu zn{p omtkpmkt2- Tnlo Hfnmkm zpïdot x{‟oc

y h{ph zc{u dk tïcïzfnmku kt d‟h`nmmklkmtu ln`ocku x{k d‟çtpku f{lhomu u{p tkppk d‟oeo 0:85- Np# enllk

ck dot Fhmu Qkut`kpb dk ch uneoïtï Kpoeuunm 7 © x{hmd {mk zkpunmmk kut enmmketïk# uh qok efhmbk- X{hmd

tn{t kut enmmketï# e‟kut ck lnmdk x{o efhmbk- Mn{u y unllku- ¹ E‟kut ekttk pïqnc{tonm kt uku olzcoehtonmu

lhpiktomb x{k g‟ho efnouou d‟ït{dokp- 

Ahek ê ekttk kvzcnuonm d{ ln`ock# cku hmmnmek{pu unmt,ocu zpçtu > Hzpæu c‟hqæmklkmt d{ uneohc x{o

pkdnmmk ch zhpnck h{v ecokmtu# huuoutk,t,nm ê {mk pïqnc{tonm ln`ock x{o qh ck{p dnmmkp kmenpk zc{u dk

zn{qnopu > Zhp hocck{pu# cku dk{v tkmdhmeku anmt hccohmek ehp ck uneohc kut {m dku {uhbku cku zc{u olznpthmtu

u{p ck ln`ock- Ck tkplomhc ln`ock kut km zhuuk dk pklzchekp mntpk znptkak{occk kt ck u{eeæu dk Ux{hpk x{k

ck Zpïuodkmt N`hlh u‟hzzpçtk ê {tocoukp zn{p uh ehlzhbmk km httkutk- Np# oc ah{t `okm enmuthtkp x{k ckuhmmnmek{pu mk unmt zhu zpçtu qnop x{‟ocu m‟nmt zhu kmenpk zpou enmueokmek dk c‟hlzck{p d{ zfïmnlæmk-

Lhcbpï tn{t# c‟kuunp d{ lhpiktomb ln`ock qh u‟nzïpkp zc{u phzodklkmt x{k ek x{k c‟nm h enmm{ h{ dï`{t

d‟omtkpmkt nÿ oc h ahcc{ httkmdpk ck dïzcnoklkmt d{ pïukh{ kt dku npdomhtk{pu- U{p ck ln`ock# tn{t kut dïgê cê

n{ zpkux{k- Km tkplku d‟npbhmouhtonm efkw cku hmmnmek{pu# ck ln`ock kut ê zkomk odkmtoaoï kt cku utphtïboku

unmt kmenpk tpnz zk{ mnl`pk{uku- Ch © enll{moehtonm lhpiktomb omtïbpïk ¹ kut ê ch anou {mk tkmthtoqk dk

; Ch bphmdk enmqkpuonm m{lïpox{k ; # Lochd Dn{kofo# zhp{ km Ghmqokp 0::6 h{v ïdotonmu d{ Uk{oc1 Tkefep{mef# Lhpy Lkkikp 7 ulhptzfnmku rocc u{pzhuu ZE ufozlkmtu om trn ykhpu# 01.88.8: 7 fttz7..tepm-ef.wkZeUV 2 Tnlo Hfnmkm# Hclhmhe 0:80 ,–Tfk lnut omac{kmtohc kvzkpt om ln`ock ̀ y Anp`ku“ , fttz7..`ot-cy.vMey?2 

Page 12: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 12/50

 

80Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

pkekmtpkp cku kvzkptouku h{gn{pd‟f{o ïechtïku dhmu doqkpu dïzhptklkmtu6 lhou ïbhcklkmt dk lok{v lku{pkp

efhx{k hetonm km anmetonm dk ch enmmhouuhmek ecokmtu- Mnm uk{cklkmt ck ln`ock dnot çtpk omtïbpï ê ek

ln{qklkmt dk pkekmtphbk lhou oc h dk u{pepnít ch ehzheotï dk aïdïpkp tn{u cku ehmh{v h{tn{p dk c{o-

Gnfm Dnmhfnk# EKN d‟k@hy# kutolk x{k ck ufnzzomb kt ck zhoklkmt qnmt çtpk olzhetïu zhp ch tkefmncnbok

dk ch lçlk lhmoæpk x{‟kcck h olzhetï cku lïdohu dkz{ou eomx hmu?

- Mn{u unllku h{ dï`{t d‟{mk

pïqnc{tonm dk ch doutpo`{tonm ê ch lhounm# km lhbhuom kt kmtpk cku dk{v- Oc kutolk x{k u{p ch tnthcotï dku

tphmuhetonmu d{ enllkpek zfyuox{k# ;:+ nmt ïtï omac{kmeïku ê {m lnlkmt dnmmï zhp ck dobothc- Cku

bïhmtu d‟omtkpmkt enllkmekmt ê kmtpkp dhmu ck lnmdk zfyuox{k 7 Bnnbck8:

kt Hlhwnm88

zpngkttkmt dk

chmekp dku lhbhuomu zfyuox{ku 9 Ahek`nni# oT{mku kt Hlhwnm zpnznukmt dku ehptku zpïzhyïku km ehouuk

kt dhmu cku `{pkh{v dk th`he zkplktthmt dk enmunllkp nmcomk- Cku doutpo`{tk{pu tphdotonmmkcu dnoqkmt

u‟hzzpnzpokp cku hplku d{ dobothc zn{p lkmkp ch enmtpk,htthx{k- Kccku zk{qkmt pkmdpk heekuuo`ck ck{p

ehthcnb{k dobothc u{p ck znomt dk qkmtk# zhp dku `npmku omtkphetoqku n{ km n{qphmt ck pïukh{ roao- [m pïukh{

dk doutpo`{tonm kmpkboutpk dku locconmu dk tphmuhetonmu tn{u cku gn{pu# eku dnmmïku nmt {mk bphmdk qhck{p kt

pkutkmt omkvzcnotïk ê ek gn{p- LeIomuky zkmuk x{k ek ckqokp h {m zntkmtokc dk 1:+ dk lhpbk nzïphtonmmkc

u{zzcïlkmthopk80

- Cku lhpx{ku x{hmt ê kcck nmt h{gn{pd‟f{o ch znuuo`ocotï dk zhpckp dopketklkmt kt dk

lhmoæpk omuthmthmï ê ck{pu ecokmtu kt zpnuzketu- Ch doutpo`{tonm m‟kut zc{u ch uk{ck ê çtpk km enmthet dopket

hqke cku enmunllhtk{pu# cku lhpx{ku zk{qkmt kmthlkp ck dohcnb{k kt bhbmkp ek © lnlkmtu dk qïpotï ¹

x{o h cok{ dhmu cku phynmu dku bphmdu kt dku zktotu lhbhuomu-

Ehtfkpomk @hp`h h ïdotï {m coqpk `chme un{u c‟ïbodk dk ch AK QHD omtot{cï © ch aom d{ k,enllkpek ¹ nÿ

c‟hqæmklkmt d{ enllkpek enmmketï- Ck ln`ock h ch ehzheotï dk enmmketkp ck lnmdk zfyuox{k kt ck lnmdk

dobothc# e‟kut ch pïenmeocohtonm kmtpk cku zhbku rk` &[PC 7 cokm d‟{mk zhbk rk`/ kt ch © qphok qok ¹ &OPC 7 Ompkhc coak/- Ekpthomku lhpx{ku# heenlzhbmïku dk ck{p hbkmek# lkttkmt dïgê km zchek dku douznuotoau dk

PNZN# dk dpoqk kt dk Rk` tn utnpk- Oc kut tklzu d‟hppçtkp dk enmuodïpkp ck dobothc enllk {m lnmdk qopt{kc#

dïtp{ouhmt dk ch qhck{p kt km enme{ppkmek hqke ck enllkpek zfyuox{k-

X{kcu unmt cku uzïeoaoeotïu d{ lhpiktomb ln`ock > U{p x{kcu zchtkanplk ah{t,oc uk chmekp kt hqke x{kcck

tkefmncnbok > Enllkmt nztoloukp uh zpïukmek ln`ock kt u{ptn{t enllkmt ck ahopk uhqnop > X{kcu unmt cku

ckqokpu dk epïhtonm dk tphaoe km lhbhuomu kt d‟heenlzhbmklkmt u{p ck znomt dk qkmtk > X{kcu unmt cku

kmgk{v het{kcu h{tn{p dk ch unptok ehouuk# enllkmt lh lhpx{k zk{t,kcck km topkp zpnaot>

Ek unmt eku x{kutonmu zhuuonmmhmtku x{k mn{u hccnmu lhomtkmhmt h`npdkp- [mk zpïeouonm d‟olznpthmek#

zhpthmt d{ znut{cht x{k ck{p {uhbk uk ahot lhgnpothopklkmt ê dnloeock# cku th`ckttku mk anmt zhu zhptok d{

zïpolætpk ït{doï kt mk ukpnmt x{k `poæqklkmt ïqnx{ïku- Gk qn{u zpnznuk dk mn{u omtïpkuukp tn{t d‟h`npd

h{ lhpefï d{ ln`ock# uku hetk{pu kt cku mn{qkh{v {uhbku dk ch ln`ocotï-

6 rrr-{dh-ap# Enllkmt cku hmmnmek{pu zk{qkmt lkttpk km zchek ch enll{moehtonm omtïbpïk # 82.:5.88 7 fttz7..`ot-cy.rOTVDc ? K`hyomi yn{t{`k efhmmkc# Gnfm Dnmhfnk ht EKU 0:80# 80.:8.80 7 fttz7..`ot-cy.ybilqC 8: anp`ku-enl# Rfy ou Bnnbck nzkmomb h pkthoc utnpk om Opkchmd> 8:.:0.80 7 fttz7..nmanp`-ku.rP;mlX 88 anp`ku-enl# Hlhwnm pkznptkdcy zchmu tn nzkm pkthoc utnpk om Ukhttck # :1.:0.80 7 fttz7..nmanp`-ku.yfQK5{ 80 Leiomuky-enl# @ob Dhth 7tfk mkvt apnmtokp anp ommnqhtonm# enlzktotonm# hmd zpnd{etoqoty # Lho 0:88 7 fttz7..`ot-cy.GcboeH 

Page 13: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 13/50

 

85Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Unllhopk

Pklkpeoklkmtu ----------------------------------------------------------------------------------------------------------------------------------------------- 0 Pïu{lï ----------------------------------------------------------------------------------------------------------------------------------------------------------- 4 U{llhpy --------------------------------------------------------------------------------------------------------------------------------------------------------- ; Lntu ecïu ---------------------------------------------------------------------------------------------------------------------------------------------------------- 1 Pkenllhmdhtonmu uymtfïtox{ku --------------------------------------------------------------------------------------------------------------------- 2 Omtpnd{etonm ---------------------------------------------------------------------------------------------------------------------------------------------------- 88 Unllhopk ------------------------------------------------------------------------------------------------------------------------------------------------------ 85 8. Ck lhpefï -------------------------------------------------------------------------------------------------------------------------------------------------- 8; 

8-8. Ch pïqnc{tonm dku ulhptzfnmku ----------------------------------------------------------------------------------------------------------- 8; 8-8-8. Ck zhpe ln`ock ------------------------------------------------------------------------------------------------------------------------------ 8; 8-8-0. Ck tkplomhc ------------------------------------------------------------------------------------------------------------------------------------ 86 8-8-5. Cku zchtkanplku ---------------------------------------------------------------------------------------------------------------------------- 86 8-5-4. Cku hzzcoehtonmu ---------------------------------------------------------------------------------------------------------------------------- 86 

8-0. Cku hetk{pu ----------------------------------------------------------------------------------------------------------------------------------------- 86 8-0-8. Ck pïukh{ ln`ock n{ ck © dhth tu{mhlo ¹ ------------------------------------------------------------------------------------- 86 8-0-0. Cku nzïphtk{pu ----------------------------------------------------------------------------------------------------------------------------- 0:

 8-0-5. Cku enmutp{etk{pu ------------------------------------------------------------------------------------------------------------------------- 0: 8-0-4. Cku hbkmeku --------------------------------------------------------------------------------------------------------------------------------- 0: 

8-5. Cku {uhbku ------------------------------------------------------------------------------------------------------------------------------------------ 08 8-5-8. X{kcu unmt cku {uhbku d{ ln`ock > ---------------------------------------------------------------------------------------------- 08 8-5-0. Tolk uhqomb ! Tolk ioccomb ----------------------------------------------------------------------------------------------------------- 05 8-5-5. Cku pïukh{v uneoh{v--------------------------------------------------------------------------------------------------------------------- 05 8-5-4. Ch cnehcouhtonm ------------------------------------------------------------------------------------------------------------------------------- 05 8-5-;. Ck l,enllkpek --------------------------------------------------------------------------------------------------------------------------- 05 

0. Ck lhpiktomb ln`ock ---------------------------------------------------------------------------------------------------------------------------------- 04 0-8. Dïqkcnzzkp ch zpïukmek dk qntpk lhpx{k u{p ck ln`ock --------------------------------------------------------------------- 04 

0-8-8. Enllkmt çtpk zpïukmt > -------------------------------------------------------------------------------------------------------------- 04 0-8-0. Kpbnmnlok ln`ock ------------------------------------------------------------------------------------------------------------------------ 06 0-8-5. X{kcck doutpo`{tonm>----------------------------------------------------------------------------------------------------------------------- 06 0-8-4. Ck ukhpef u{p ln`ock -------------------------------------------------------------------------------------------------------------------- 06 

Page 14: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 14/50

 

84Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

0-8-;. Ln`ock Hmhcytoeu --------------------------------------------------------------------------------------------------------------------------- 06 0-0. Ch z{`coeotï ln`ock ------------------------------------------------------------------------------------------------------------------------------ 06 

0-0-8. Cku efoaapku ----------------------------------------------------------------------------------------------------------------------------------- 06 0-0-0. Cku hetk{pu ----------------------------------------------------------------------------------------------------------------------------------- 5: 0-0-5. Cku anplhtu ----------------------------------------------------------------------------------------------------------------------------------- 5: 0-0-4. Ch z{`coeotï cnehck ------------------------------------------------------------------------------------------------------------------------- 5: 

5. Qkpu ck ufnzzomb 5-: --------------------------------------------------------------------------------------------------------------------------------- 5: 5-8. Ck dpoqk tn utnpk ---------------------------------------------------------------------------------------------------------------------------------- 50 

5-8-8. Ck lhpiktomb zpnlntonmmkc ----------------------------------------------------------------------------------------------------------- 50 5-8-0. Ck Pnzn ---------------------------------------------------------------------------------------------------------------------------------------- 5; 5-8-5. Cku hzzcoehtonmu dk zpnlntonmu---------------------------------------------------------------------------------------------------- 5; 5-8-4. Lhzzkp ck lnmdk pïkc ------------------------------------------------------------------------------------------------------------------ 5; 

5-0. [mk kvzïpokmek km lhbhuom tphmuanplïk ------------------------------------------------------------------------------------------- 5; 5-0-8. Ch enlzhphounm dku zpov -------------------------------------------------------------------------------------------------------------- 51 5-0-0. Ck zheihbomb ïtkmd{ -------------------------------------------------------------------------------------------------------------------- 56 5-0-5. Ck uneohc ufnzzomb------------------------------------------------------------------------------------------------------------------------ 56 5-0-4. Ck lhbhuom enmmketï ------------------------------------------------------------------------------------------------------------------- 56 

5-5. Ck efkei,n{t --------------------------------------------------------------------------------------------------------------------------------------- 56 

5-5-8. Ch ehptk dk aodïcotï ------------------------------------------------------------------------------------------------------------------------ 56 5-5-0. Ck zhoklkmt ln`ock ---------------------------------------------------------------------------------------------------------------------- 56 5-5-5. Hzpæu c‟hefht--------------------------------------------------------------------------------------------------------------------------------- 56 

5-4. Qkpu c‟nlmoehmhc---------------------------------------------------------------------------------------------------------------------------------- 56 Enmec{uonm ----------------------------------------------------------------------------------------------------------------------------------------------------- 4: @o`conbphzfok -------------------------------------------------------------------------------------------------------------------------------------------------- 40 Kmtpktokmu ------------------------------------------------------------------------------------------------------------------------------------------------------- 45 Hmmkvku --------------------------------------------------------------------------------------------------------------------------------------------------------- 44 

Page 15: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 15/50

 

8;Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

8. Ck lhpefï

Ck lhpefï d{ ln`ock h unm zpnzpk ïenuyutælk# enlzpkmhmt dku hetk{pu foutnpox{ku tkcu x{k cku

nzïphtk{pu kt cku enmutp{etk{pu lhou h{uuo dk mn{qkh{v kmtphmtu enllk Bnnbck kt Hzzck# qkmhmt d{ rk`-

Cku efoaapku d{ lhpefï d{ ln`ock enmmhouukmt dku epnouuhmeku tkccku x{‟ocu km dkqokmmkmt qotk n`uncætk u-

Mn{u tkmtkpnmu dk zpïukmtkp cku zc{u olznpthmtu- 0:88 h ïtï lhpx{ï zhp dku qkmtku dk ulhptzfnmku

pkenpd# enmuncodhmt homuo cku znuotonmu dku mn{qkh{v kmtphmtu- Ch `hthocck dku zchtkanplku `ht unm zckom

dhmu ck `{t dk uïd{opk ê ch anou cku {tocouhtk{pu# cku nzïphtk{pu lhou h{uuo cku dïqkcnzzk{pu- Kmaom# dk

mn{qkh{v {uhbku coïu h{ ln`ock hzzhphouukmt# km zpklokp cok{ ck l,enllkpek# x{o kut zpnlou ê {m `kc

hqkmop-

8-8. Ch pïqnc{tonm dku ulhptzfnmku

8-8-8. Ck zhpe ln`ock

Ck ln`ock kut {m uketk{p km zckomk ïl{chtonm- @kh{en{z dk uthpt,{zu mhouukmt zn{p zpnznukp dku

zpnd{otu kt dku ukpqoeku dïdoïu ê ek mn{qkh{ u{zznpt lïdoh- Cku omqkutouuk{pu ïbhcklkmt unmt ê c‟haa ùt dku

zpngktu ommnqhmtu x{o ukpnmt cku ckhdkpu dk dklhom- Ck ln`ock ahot echopklkmt zhptok dku u{gktu km qnb{k# h{

lçlk totpk x{k ck uneohc kt ck pkhc tolk `oddomb- Ch phounm dk ekttk un{dhomk p{ïk qkpu c‟np kut huukw uolzck

ê enlzpkmdpk- Ck dïqkcnzzklkmt d‟omtkpmkt h ïtï pkchtoqklkmt ckmt ehp omtolklkmt coï d‟{mk zhpt ê

c‟ïx{ozklkmt dku lïmhbku hqke dku zpnd{otu pkchtoqklkmt efkpu kt d‟h{tpk zhpt h{ dïzcnoklkmt d ku

pïukh{v dk enll{moehtonmu# omïbhcku u{p ch u{pahek d{ bcn`k- C‟K{pnzk e{clomk ê zc{u dk 62 ::: `ot.u zhp

{tocouhtk{p km lnykmmk &unot lnomu dk :#8 L`ot.u kmqopnm mïhmlnomu/ hcnpu x{k c ‟Hapox{k kut ê 0 ::: `ot.u-

Ck dïencchbk d{ ln`ock kt dk unm {uhbk lkdoh uk `huk x{hmt ê c{o u{p {m zhpe kvouthmt olznpthmt# {m eyeck

dk pkmn{qkccklkmt zc{u phzodk &86 lnou kmqopnmu/ kt {m enùt d{ tkplomhc `okm omaïpok{p- Ekttk enmgnmet{pk

ahqnph`ck pkuukl`ck ê ek x{k c‟omtkpmkt h enmm{ dhmu cku hmmïku 0:::- C‟kuunp d{ ln`ock pk`ht cku ehptku

kt `n{ckqkpuk `nm mnl`pk dk uketk{pu kt d‟hetk{pu# y enlzpou cku uneoïtïu dk enllkp ek ïcketpnmox{k-

Zn{p enlzpkmdpk c‟hlzck{p d{ lhpefï x{o uk zpïukmtk# oc ah{t enlzhpkp cku efoaapku d{ ln`ock ê ek{v dk

c‟omtkpmkt- C‟Omtkpmhtonmhc Tkckenll{moehtonm [monm &OT[/# {mk `phmefk dku Mhtonmu [moku x{o u‟kut dnmmïk

zn{p louuonm dk enmmketkp tn{u cku fh`othmtu dk ch zchmætk# kutolk ê 5;+ ch zhpt dk ch znz{chtonm lnmdohck

enmmketïk ê omtkpmkt# unot 0#; loccohpdu dk zkpunmmku85

-

85 ot{-omt# Dnuuokp Ahetu hmd Aob{pku 0:88 7 fttz7..`ot-cy.HaLR0  ̀

Page 16: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 16/50

 

81Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Znz{chtonm enmmketïk 7

 H{gn{pd‟f{o# 1 loccohpdu dk zkpunmmku unmt ïx{ozïku dk tïcïzfnmk ln`ock# unot 62+ dk th{v dk zïmïtphtonm-

Oc y h ïbhcklkmt dku douzhpotïu olznpthmtku km tkplku dk x{hcotï dk pïukh{ ln`ock 7 ?:+ dk ch znz{chtonm

lnmdohck kut en{qkptk km 0B kt uk{cklkmt 4;+ km 5B- Ekeo ïthmt# cku zpngketonmu dk c‟omtkpmkt ln`ock unmt

dk 8 loccohpd kmqopnm km 0:85 kt dk ; loccohpdu d‟oeo 0:8184

- Eku efoaapku qkptobomk{v kvzcox{kmt zn{p {mk

`nmmk zhptok c‟kmbn{klkmt het{kc zn{p ck ln`ock- H{v Kthtu [mou# zc{u dk ch lnotoï d{ zhpe ln`ock h heeæu

ê c‟omtkpmkt ln`ock# unot zc{u dk 881 locconmu dk zkpunmmku ê aom Hnùt 0:88- Zhp hocck{pu# dhmu dk mnl`pk{v

zhyu km dïqkcnzzklkmt# c‟heeæu ê omtkpmkt uk ahot x{huo kvec{uoqklkmt zhp ck ln`ock# cku omqkutouuklkmtu

zn{p dïqkcnzzkp cku omaphutp{et{pku aovku m‟hyhmt zhu k{ cok{- 

Mnl`pk d‟h`nmmïu ê {mk cobmk omtkpmkt aovk kt ln`ock 7

84 Ckaobhpn-ap# Omtkpqokr Fhmu Qkut`kpb# zpïuodkmt d‟Kpoeuunm# Ck Aobhpn# 84.:5.88 7 fttz7..`ot-cy.pIzHI? 

Page 17: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 17/50

 

82Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Th{v dk zïmïtphtonm d{ ln`ock kt dk c‟omtkpmkt aovk ê fh{t dï`ot 7

Un{pek7 ot{-omt# Ahetu hmd Aob{pku 0:88 fttz7..`ot-cy.HaLR0  ̀

Oc ah{t mntkp x{k c‟Huok enlzpkmd ê kcck uk{ck ch lnotoï dku cobmku ln`ock kt x{k ekch u‟heeïcæpk- Ch Efomk h

enmm{ {m loccohpd dk un{uepoztonmu ln`ocku km dk{v hmu# lhou uk{cklkmt 86+ d{ lhpefï huohtox{k

u{zznptk ck 5B- Dhm Ufky d{ eh`omkt H@O Pkukhpef kutolk x{k d‟oeo dk{v hmu# cku dïzcnoklkmtu d{ pïukh{

5B lhou h{uuo 4B ukpnmt {mk pïhcotï dhmu ch pïbonm8;

- Kpoeuunm# ckhdkp dku pïukh{v ln`ock# kut zc{u pïhcoutk

kt ïqnx{k ck efoaapk dk 8;+ dk zïmïtphtonm dk ch 5B h{ moqkh{ lnmdohc81

- Ck moqkh{ d{ pïukh{ kut

olznpthmt haom dk zn{qnop u{zznptkp cku `kunomu kt ch qotkuuk dku tkplomh{v- Ck enmu{cthmt Tnlo Hfnmkm

kutolk ê 8?+ ck th{v dk zïmïtphtonm dku ulhptzfnmku kt x{‟ocu dkqphokmt dïzhuukp ck loccohpd h{ en{pu d{

zpklokp uklkutpk 0:80- Bhptmkp hqhmek x{‟oc u‟kut qkmd{ 420 locconmu dk ulhptzfnmku dhmu ck lnmdk# {mk

epnouuhmek dk zc{u dk ;:+ zhp phzznpt ê 0:8:82

- Km K{pnzk# ck th{v dk zïmïtphtonm dku ulhptzfnmku kut

dk 40+ kt h{v Kthtu [mou dk 5?+86

- Ch epnouuhmek kut tpæu anptk hqke 1;: ::: mn{qkh{v {tocouhtk{pu zhp

uklhomk kmqopnm

8?

- Ekch zkplkt dk zkmukp x{k c‟hmmïk efhpmoæpk nÿ cku ulhptzfnmku pkzpïukmtkpnmt zc{udk ch lnotoï d{ zhpe lnmdohc mk uh{phot thpdkp ê qkmop- X{‟kut,ek x{k ekch pkzpïukmtk km tkplku dk tphaoe >

EnlUenpk kutolk x{k 6+ dk c‟heeæu h{ rk` ; uk ahot ê zhptop d{ ln`ock h{v Kthtu,[mou# ;+ km K{pnzk0:

-

Dk lhmoæpk bïmïphck nm zhpck dk enmmkvonm ahotk fnpu npdomhtk{p aovk &mnm,enlz{tkp dkqoek tphaoe/# ck

ln`ock pkzpïukmthmt ch lhgnpotï dku tkplomh{v enllk ck lnmtpk ck bphzfox{k eo,dkuun{u08

-

8; Uocoenm-ap# 1 loccohpdu dk tïcïzfnmku ln`ocku zn{p 2 loccohpdu d‟f{lhomu# 0?.88.88 7 fttz7..`ot-cy.yEy0O0 81 Kpoeuunm-enl# Pkznptu an{ptf x{hptkp hmd a{cc ykhp# 0; .:8.80 7 fttz7..`ot-cy.rCo`_l 82 Bhptmkp# enll{mox{ï dk zpkuuk d{ 8;.:0.80 7 fttz7..`ot-cy.yDrBqv 86 enlUenpk# Ln`ockmu# K[; hmd [U# 5 lnmtf hqb 7 fttz7..`ot-cy.vmF[tW 8? `{uomkuuomuodkp# Ck bphzfox{k x{k qn{u dkqkw enmmhítpk zn{p enlzpkmdpk ck lhpefï d{ ln`ock# :2.88.88 7 fttz7..pkhd-`o.wyCR@X 0: enlUenpk-enl# enll{mox{ï dk zpkuuk d{ 01.8:.88 7 fttz7..`ot-cy.rvA6Nd 08 enlUenpk-enl# Kt{dk Dobothc Nlmoqnpku# 81.88.88 7 fttz7..`ot-cy.vh8tmR 

Page 18: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 18/50

 

86Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

@okm x{k znuuïdhmt {mk `nmmk omaphutp{et{pk ln`ock# ch Aphmek m‟kut x{‟km ?ælk znuotonm dku zhyu cku zc{u

enmmketïu ê omtkpmkt qoh ck ln`ock n{ tn{t h{tpk hzzhpkoc enmmketï- H{ 5ælk

tpolkutpk 0:88# oc y hqhot 12

locconmu dk cobmku ln`ocku ukcnm c‟HPEKZ00# unot 8:5#0+ dk th{v dk zïmïtphtonm- Ek efoaapk enlzpkmd cku

8:#1+ dk zhptu dk lhpefï dku LQMN-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,

8-0. Cku hetk{pu

8-0-8. Ck pïukh{ ln`ock n{ ck © dhth tu{mhlo ¹

Tn{t enllk cku an{pmouuk{pu d‟heeæu ê omtkpmkt dhmu cku hmmïku 0:::# cku nzïphtk{pu ln`ock nmt

{mk zchek zpïznmdïphmtk dhmu c‟ïenmnlok d{ ln`ock- Ck rk` u‟kut zpnbpkuuoqklkmt n{qkpt h{ aoc dk unm

foutnopk kt d‟h{tpku hetk{pu nmt u{ omtïbpkp ek lhpefï km zpkmhmt dku zcheku olznpthmtku enllk _hfnn#

Bnnbck# Hlhwnm‡H uku dï`{tu# ck rk` uk colothot h{v znpthocu omtkpmkt# zhbku zhp dïah{t dk ch mhqobhtonm

dku omtkpmh{tku- Cku AHO km nmt zpnaotï {m tklzu kt nmt tn{t ahot zn{p pktkmop cku omtkpmh{tku dhmu ck{p

kmqopnmmklkmt akplï- H{ aoc d{ tklzu# cku omtkpmh{tku nmt dïen{qkpt d‟h{tpku ukpqoeku# mnthllkmt zhp

c‟omtkplïdohopk dk ch pkefkpefk kt dk unm efhlzonm Bnnbck- Dk ch lçlk lhmoæpk c‟{m oqkpu d{ ln`ock h

cnmbtklzu ïtï enmaomï h{v znpthocu dku nzïphtk{pu kt h{ ukpqoek Bhcckpy64# {m znpthoc dku znpthocu zn{qhmt

pïaïpkmekp dku uotku ln`ock tokpu- Ch mntonm dk © naa znpthc ¹ h ïtï {tocouïk zn{p ïqnx{kp c‟kmqopnmmklkmt

fnpu dku znpthocu nzïphtk{pu# zpome ozhcklkmt heekuuo`ck qoh ck RHZ- Oc u‟hbot d‟{m zpntnenck dk

enll{moehtonm zkplktthmt dk copk {m anplht dïpoqï d{ chmbhbk FTLC# ck RLC# chouuï dk eôtï dkz{ou zk{

h{ zpnaoc d{ VFTLC- Ek zpntnenck kut hdlomoutpï zhp c‟Nzkm Ln`ock Hccohmek dkz{ou 0::0- Zhpckp dk © naa

znpthc ¹ zn{p dïuobmkp ck pïukh{ omtkpmkt ln`ock ïthot uobmoaoehtoa dk ch lhomlouk dku nzïphtk{pu dkz{ou zc{u

dk dov hmu- Ch qncnmtï dk bhpdkp ck{pu ecokmtu h{ zc{u zpæu zn{p km topkp ck lhvol{l dk pkqkm{u kut `okm

enlzpïfkmuo`ck lhou m‟h zhu ahqnpouï c‟ïlkpbkmek d‟{m {uhbk uolzck kt n{qkpt d{ ln`ock- D‟{mk zhpt# oc h

ahcc{ httkmdpk c‟hppoqïk dk tkplomh{v tkefmncnbox{klkmt hqhmeïu zn{p zn{qnop zpnznukp dku kvzïpokmeku

poefku h{v {tocouhtk{pu- D‟h{tpk zhpt# oc ah{t hqnop km tçtk x{k ck uketk{p dku Tïcïenl kt dk ch qnov `ïmïaoeok

dk tpæu anptku lhpbku# ek x{o m‟kut zhu ck ehu dk c‟heeæu ê omtkpmkt- Ck pkuznmuh`ck dku hetoqotïu dk

Qndhanmk km K{pnzk# Loefkc Enl`ku# kvzcox{k x{k c‟omtkpmkt ln`ock pkzpïukmtk 6:+ d{ tphaoe ln`ock lhou

mk enmtpo`{k x{‟ê fh{tk{p dk 0:+# cku 6:+ dk pkqkm{u pkuthmtu ïthmt pïhcouïu hqke ch qnov# ck pïukh{ 5B

tphdotonmmkc;?

- Dïunplhou# ch enmunllhtonm dhth dk ch `huk {tocouhtk{pu lnykmmk mk enlzkmuk zhu ch anptk

fh{uuk dk enmunllhtonm dku u{zkp,{tocouhtk{pu- Ukcnm Fhmu Qkut`kpb# Zpïuodkmt d‟Kpoeuunm# cku 4::

00 N`ukpqhtnopk dku lhpefïu dku enll{moehtonmu ïcketpnmox{ku km Aphmek ― 5ælk tpolkutpk 0:88 7 fttz7..`ot-cy.uX2GtF 

64 Qnop ck b{odk d{ lhpiktomb ln`ock dk c‟HALL# ïdotonm 0:8:# zhbk 5: 7 fttz7..rrr-hall-ap.b{odk,lhpiktomb,ln`ock.  ;? Omtkpqokr Loefkc Enl`ku d{ 08.88.88# Cku Kefnu 7 fttz7..`ot-cy.udRDId 

Page 19: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 19/50

 

8?Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

locconmu d‟h`nmmïu ln`ock hyhmt heeæu ê c‟omtkpmkt ln`ock enmunllkmt zc{u dk pïukh{ x{k cku 4#1 loccohpdu

pkuthmt6;

- Oc zkmuk x{k mn{u httkomdpnmu ck loccohpd dk enmmketïu ê c‟omtkpmkt ln`ock d‟oeo aom 0:88- Ch uneoïtï

Hponuk# x{o zpnznuk dku n{tocu dk lku{pk dku pïukh{v h{v nzïphtk{pu# kutolk x{‟8+ dku {tocouhtk{pu

enmunllk zc{u dk ch lnotoï dku ehzheotïu dku pïukh{v61

- 45#?+ dku {tocouhtk{pu dk ln`ock hlïpoehomu nmt

{tocouï ck{p tïcïzfnmk enllk {m lïdoh# e‟kut,ê,dopk h{tpklkmt x{‟hqke g{utk ch anmetonm qnov kt ULU- E‟kut

8:0#; locconmu dk zkpunmmku kt ekch pkzpïukmtk {mk epnouuhmek dk 0:+ u{p {m hm62

-

Cku nzïphtk{pu qnmt phzodklkmt lkttpk km zchek {mk ukblkmthtonm zhp ck qnc{lk dk enmunllhtonm

&mnl`pk dk Bobh zhp lnou/ kt ch x{hcotï dk dï`ot &zc{u n{ lnomu ac{odk km fk{pku dk znomtk/- Km zhphccæck# ck

cn``y dku nzïphtk{pu h lnmtpï pïekllkmt uh z{ouuhmek66

km bhphmtouuhmt ch cïbhcotï dk c‟{tocouhtonm d{

tkplk © occolotï ¹ dhmu cku z{`coeotïu d{ uketk{p-

C‟ODHTK# uneoïtï dk enmu{ctomb uzïeohcouïk dhmu cku Tkckenl# c‟omtkpmkt kt cku lkdohu# enmuthtk {m

dn{`cklkmt d{ tphaoe dhth tn{u cku hmu hcnpu x{k ck zpov zhyï zhp cku enmunllhtk{pu m‟h zhu ïqnc{ï- Cku

enmunllhtk{pu hlïpoehomu nmt {tocouï zc{u dk dhth km 0:8: x{k d{phmt cku dov dkpmoæpku hmmïku6?

- Oc km

pïu{ctk {mk `houuk d{ enùt {mothopk occ{utpïk dhmu ck bphzfox{k eo,dkuu{u?:

- Ch enmunllhtonm ln`ock

lnykmmk kut h{gn{pd‟f{o dk 2 ê 8; bobhu zhp lnou- H ekch qh u‟hgn{tkp d‟h{tpku tkplomh{v 9 nm zpïqnot kmtpk

8: kt ;: loccohpdu d‟hzzhpkocu enmmketïu d‟oeo 0:0:?8

- Oc uk chmek dïgê dku pïukh{v uneoh{v dïdoïu h{v n`gktu

enmmketïu enllk LyPn`ntu?0

- Ch mnplk 5B h kmenpk {mk lhpbk dk zpnbpkuuonm lhou mk zn{pph zhu

u{zznptkp {mk tkcck efhpbk- [mk mn{qkcck tkefmncnbok 4B dotk dk fh{t,dï`ot ln`ock# Cnmb Tkpl Kqnc{tonm

&CTK/# uk dïzcnok dïgê kt zkplkttph {m dï`ot dk 8:: L`ot.u- Ekttk tkefmncnbok eo`ck ê tkplk 8B`ot.u- Qkpownm

h{v Kthtu [mou en{qpk h{gn{pd‟f{o ;:+ dk ch znz{chtonm hlïpoehomk- C‟nzïphtk{p qh g{ux{‟ê olznukp ê uku

zhptkmhopku enmutp{etk{pu ch mnplk CTK zn{p tn{u cku zpnefhomu tïcïzfnmku x{‟oc enllkpeohcoukph?5

-

C‟nzïphtk{p Uzpomt h hmmnmeï dï`{t 0:80 c‟n{qkpt{pk dk unm pïukh{ CTK ê x{htpk bphmdku pïbonmu dku

6; Ckaobhpn-ap# Omtkpqokr Fhmu Qkut`kpb# zpïuodkmt d‟Kpoeuunm# Ck Aobhpn# 84.:5.88 7 fttz7..`ot-cy.pIzHI? 61 Hpokun-enl# Kt{dk 7 Pkekmt Ulhptzfnmk Tpkmdu ! tfk Kvtpklk Dhth [ukp 7 fttz7..`ot-cy.Hh_0rT 62 enlUenpk rk`omhp# Ln`ock Ukhpef 7 fttz7..`ot-cy.yRat`T 66 Hptoeck wdmkt-ap d{ 5:.:?.88 7 fttz7..`ot-cy.t{pIaL 6? rrr-tfkutpkkt-enl# Ln`ock,Dhth ep{mef tn ̀ nnut Eouen hmd X{hcenll# 81.:1.88 7 fttz7..`ot-cy.{4t46M ?: Kt{dk Mokcukm u{p ch `huk dk 1; ::: tkplomh{v h{v Kthtu [mou 7 fttz7..`ot-cy.ul5cnX ?8 Omtkpqokr dk Apkdkpoe Z{gnc cnpu d{ DoboRnpcd U{llot 0:88 7 fttz7..`ot-cy.uLifAU ?0 0:lom{tku-ap# Cku pn`ntu nmt h{uuo dpnot ê ck{p Ahek`nni# 0?.80.88 7 fttz7..`ot-cy.pCE5bL ?5 Ln`ocklhpiktombrhtef-enl#Qkpownm zn{uuk ck lhpefï dku ulhptzfnmku ê ch mnplk CTK # 80.:8.80 7 fttz7..`ot-cy.Hf@01: 

Page 20: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 20/50

 

0:Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Kthtu [mou?4 kt pkgnomt homuo cku 58 nzïphtk{pu x{o naapkmt h{gn{pd‟f{o ek pïukh{?;- C‟omqkutouuklkmt dku

nzïphtk{pu dhmu dk mn{qkccku omaphutp{et{pku pïukh{ u‟ïcæqk ê 40#; loccohpdu dk dncchpu km 0:88 ukcnm ch

uneoïtï OFU?1- C‟ODHTK kutolk ê 85 locconmu cku h`nmmïu hyhmt heeæu ê ch CTK h{gn{pd‟f{o kt ê 56: locconmu

d‟oeo 0:8;- Km Aphmek# c‟HPEKZ h httpo`{ï?2

ch coekmek CTK h{v tpnou nzïphtk{pu foutnpox{ku# phzznpthmt homuo

0#1 loccohpdu d‟k{pnu dk pkekttk ê c‟ïtht- Nm zk{t mntkp x{k ck mn{qkc kmtphmt Apkk m‟h zhu dk coekmek km thmt

x{k tkcck lhou zhuukph {m heenpd hqke UAP- Kpoeuunm km thmt x{k m{lïpn {m lnmdohc dku pïukh{v

tïcïenlu hqke 4:+ dk zhptu dk lhpefï qh zpnaotkp dopketklkmt dk ch louk km zchek dk ek mn{qkh{ pïukh{-

 Hihlhî z{`cok pïb{coæpklkmt {m ïtht dk c‟omtkpmkt lnmdohc# ch uneoïtï enmaoplk x{k ck tphaoe dhth h dn{`cï km

{m hm kt kut dïunplhou dk{v anou zc{u olznpthmt x{k ch qnov?6

-

Cku an{pmouuk{pu dk pïukh{v h{zpæu dku nzïphtk{pu unmt Unmy Kpoeuunm x{k mn{u hqnmu eotï zc{u fh{t#

Hechtkc,C{ekmt# Mnioh Ukolkmu Mktrnpiu# WTK kt F{hrko Tkefmncnboku- Oc kvoutk {mk tpnouoælk qnok ê ekcck

d{ pïukh{ 5B kt d{ pïukh{ fh{t dï`ot km Roao# ck Rk` © `yzhuu ¹ dnmt Dkcnottk zpïqnot x{‟kcck pkzpïukmtkph

kmqopnm 8+ dk tn{tku cku dnmmïku uhmu aoc ïefhmbïku km 0:80- Oc u‟hbot dk dnmmïku ïefhmbïku dopketklkmt

d‟{m ulhptzfnmk ê {m h{tpk# uhmu zhuukp zhp omtkpmkt??

- Enllk nm qokmt dk ck qnop# oc y h {mk tkmuonm

olznpthmtk kmtpk c‟hzzïtkmek dku {tocouhtk{pu zn{p c‟omtkpmkt ln`ock kt ch enlzckvotï kt cku ehzheotïu d{

pïukh{ km zchek- U{p ck ln`ock# cku nzïphtk{pu kt cku tkplomh{v dnoqkmt bïpkp 5 uthmdhpdu &BUL# ch 5B kt ck

CTK/# 84 `hmdku dk apïx{kmeku# ck Roao# ck BZU kt ck MAE &qnop hmmkvk 5/- Mn{u hccnmu lhomtkmhmt mn{u

omtïpkuukp h{v nzïphtk{pu tkckenlu# dku hetk{pu kuukmtokcu ê c‟ïen,uyutælk ln`ock-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,, 

?4 Uzpomt-enl# Uzpomt hmmnmek c‟hppoqïk dk ch 4B CTK km 0:80# :;.:8.80 7 fttz7..`ot-cy.r1uLXD ?; rrr-cobftpkhdomb-enl# hptoeck Rfkpk om tfk rnpcd ou CTK> # d{ 0?.80.88 7 fttz7..`ot-cy.pP[6Rf ?1 Kt{dk OFU oU[zzco Lhpikt Pkukhpef 7 fttz7..`ot-cy.u??FP4 ?2 HPEKZ# enll{mox{ï dk zpkuuk d{ 00.80.88 7 fttz7..`ot-cy.tKHyy2 ?6 Hihlho ― Uthtknaomtkpmkt X0 0:88 7 fttz7..ucodkufh-pk.uLnNCT ?? Dkcnottk-enl# Tkmdhmeku Lïdohu kt Tïcïenll{moehtonmu# :5.:0.80 7 fttz7..`ot-cy.wXHqto 

Page 21: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 21/50

 

08Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

8-5. Cku {uhbku

© Cku {tocouhtk{pu qnmt pïzïtkp ck{pu enlznptklkmtu hex{ou dkz{ou dov hmu u{p omtkpmkt- Cku

zhptoe{chpotïu d{ ln`ock qnmt oppïlïdoh`cklkmt zpnd{opk dk mn{qkh{v {uhbku coïu h{ enmtkvtk84:

¹# mn{u dot

Ghunm Uzkpn# Fkhd na ln`ock hdqkptouomb [U efkw Bnnbck- Ck ln`ock efhmbk oppïqneh`cklkmt ck

enlznptklkmt dku enmunllhtk{pu- Cku ukpqoeku kt cku {tocouhtk{pu unmt km enll{moehtonm enmtom{k kt

u‟hg{utkmt l{t{kccklkmt- Ekch qk{t dopk x{k c‟hdfïuonm ê tkcck n{ tkcck anmetonmmhcotï ahot ïqnc{kp cku ukpqoeku

x{‟nm ck{p zpnznuk kt enmutot{k {m ekpeck qkpt{k{v- Zhp hocck{pu# oc ukl`ck echop x{k ck ln`ock mk ehmmo`hcouk

zhu cku h{tpku lïdohu- Oc kut `okm un{qkmt {tocouï km lçlk tklzu x{‟{mk enmunllhtonm lkdoh tq# phdon n{

omtkpmkt- C‟ït{dk Phwnpaouf . _hfnn h lnmtpï x{k 6:+ dku Hlïpoehomu omtkppnbïu {tocoukmt ck ln`ock dkqhmt

ck{p znutk dk tïcïqouonm848

- Ck ln`ock zpkmd {mk zchek kuukmtokcck dhmu ch qok dku enmunllhtk{pu- Nm

kmtkmd pïb{coæpklkmt dopk x{k e‟kut ck uk{c n`gkt zn{p ckx{kc x{kcx{‟{m zk{t pkqkmop efkw uno km ehu d‟n{`co-

Tpnou n`gktu unmt omdouzkmuh`cku 7 cku ecïu dk lhounm# ck znptkak{occk kt ck ln`ock# g{ux{‟ê ek x{k ck ln`ock

pklzcouuk eku tpnou anmetonmu- Nm h c‟fh`ot{dk dk lkmtonmmkp ck uobck HTHRHD &Hmy Tolk# Hmy Rfkpk# HmyDkqoek/ zn{p dïepopk cku mn{qkh{v {uhbku d{ ln`ock- Mn{u qkppnmu oeo cku {uhbku enmepktu x{k cku

{tocouhtk{pu anmt d{ ln`ock-

8-5-8. X{kcu unmt cku {uhbku d{ ln`ock >

C‟{uhbk d{ ln`ock kvzcnuk 7 mn{u pkbhpdnmu mntpk tïcïzfnmk 8;: anou zhp gn{p- Lhou c‟{uhbk ln`ock

kut km ïbhcklkmt km zckomk l{thtonm- D‟{m {uhbk utpoetklkmt {tocothopk zn{p zhuukp dku enll{moehtonmu

qnehcku# unm {uhbk dkqokmt dk zc{u km zc{u qhpoï kt enmmketï ê omtkpmkt- Tn{gn{pu kut,oc x{k cku dk{vbphmdku {tocouhtonmu dk c‟kmukl`ck d{ zhpe dk tïcïzfnmk pkutkmt ch qnov kt ck ULU- Ck{p npdpk u‟kut d‟hocck{pu

omqkpuï km 0:88# ck ULU h dïzhuuï ch qnov- Mokcukm enmuthtk {mk `houuk dk 80+ dk c‟{uhbk dk ch qnov kt

{mk h{blkmthtonm dk 5;+ zn{p c‟kmqno dk lkuuhbku# ukcnm ck dkpmokp phzznpt © Uthtk na ln`ock ¹ z{`coï h{

5ælk

tpolkutpk 0:88840

- Mn{u ïchpbouunmu dk zc{u km zc{u mntpk {tocouhtonm d{ tïcïzfnmk km y hgn{thmt dk

mn{qkh{v {uhbku 7 zpkmdpk kt tïcïefhpbkp dku zfntnu n{ dku qodïnu# ïen{tkp dk ch l{uox{k n{ dku

zndehutu# znutkp u{p cku pïukh{v uneoh{v zn{p eotkp x{kcx{ku kvklzcku- Oc ah{t uhqnop x{k 02+ dku zfntnu

unmt zpouku ê zhptop dk ulhptzfnmku# ukcnm {m unmdhbk pïhcouï zhp ck eh`omkt MZD845

- Dhmu ch zc{zhpt dku

ehu# ck tïcïzfnmk pklzchek ck tphdotonmmkc hzzhpkoc zfntn zn{p dku zpouku dk q{ku uznmthmïku dk ch qok dk

tn{u cku gn{pu# cku pïukh{v uneoh{v ahqnpouhmt anptklkmt ekttk tkmdhmek- Ek m‟kut zhu uhmu olzhet u{p cku

qkmtku d‟hzzhpkocu zfntnu kt dk ehlïphu d‟kmtpïk dk bhllk x{o m‟nmt homuo zc{u d‟{tocotï- Ek{v ,eo pkutkmt

zpoqocïboïu zn{p cku neehuonmu tkccku x{k cku qhehmeku- Ck ekmtpk dk pkefkpefk ZKR h z{`coï km dïekl`pk

0:88 {mk ït{dk u{p c‟{uhbk dk ch tkefmncnbok h{ moqkh{ lnmdohc kt mnthllkmt u{p c‟{uhbk d{ ln`ock- Oc km

84: _n{t{`k# Efhomk tfomiqnoeku# Ln`ock Lhpiktomb Pkqnc{tonm ̀ y Ghunm Uzkpn 7 fttz7..`ot-cy.vUiKbr 848 Phwnpaoufn{tcnni# Anpbkt ln`ock# tfomi l{ctouepkkm 7 fttz7..`ot-cy.rz;1X1 

840 Mokcukm# Tfk Ln`ock Lkdoh Pkznpt ― Uthtk na tfk lkdoh X5 0:88 7 fttz7..ucodkufh-pk.rCKXLG 845 @{uomkuuln`ock-ap# 02+ dku zfnytnu unmt zpouku ê zhptop dk ulhptzfnmku # 05.80.88 7 fttz7..`ot-cy.y`5EgH 

Page 22: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 22/50

 

00Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

pkuunpt ïbhcklkmt c‟{tocouhtonm chpbklkmt pïzhmd{ d{ ULU kt {mk {tocouhtonm dk c‟omtkpmkt ln`ock omïbhck

ukcnm cku zhyu844

- Eku tkmdhmeku unmt enmaoplïku zhp enlUenpk dhmu ck th`ckh{ u{oqhmt84;

-

[uhbku ln`ock &akht{pk kt ulhptzfnmk/ 7

Ch zc{u bphmdk kmx{çtk u{p cku enlznptklkmtu dku {tocouhtk{pu dk ln`ock kut z{`coïk zhp TMU Unapku# {m

zhmkc dk 54 ::: zkpunmmku ê tphqkpu 45 zhyu hzzkcï © Ln`ock Coak ¹- Ch 1ælk

ïdotonm h ïtï z{`coïk km lhpu

0:88 kt lkt km c{loæpk dk{v zfïmnlæmku lhgk{pu 7 41+ dku {tocouhtk{pu d{ rk` ln`ock {tocoukmt cku

pïukh{v uneoh{v kt 86+ dku {tocouhtk{pu tïcïefhpbkmt zfntnu kt qodïnu u{p omtkpmkt841

- C‟ït{dk un{cobmk cku

doaaïpkmeku d‟{uhbku kt d‟httkmtku dku enmunllhtk{pu kmtpk cku zhyu dïqkcnzzïu kt cku zhyu ïlkpbkhmtu#

mnthllkmt qou ê qou dk ch tïcïqouonm kt dk ch qodïn- Km kaakt# dhmu `kh{en{z dk zhyu d{ lnmdk ck

tïcïzfnmk ln`ock kut ck uk{c heeæu ê c‟omtkpmkt- Ck th{v dk zïmïtphtonm dk c‟npdomhtk{p aovk kut tpæu `hu

enlztk tkm{ dk ch aho`ck omaphutp{et{pk pïukh{ kt d{ zpov d‟ïx{ozklkmt- Zhp enmuïx{kmt# eku znz{chtonmu

httkmdkmt d{ ln`ock dk zn{qnop ahopk tn{t ek x{‟oc kut znuuo`ck dk ahopk u{p omtkpmkt kt x{o ck{p kut h{gn{pd‟f{o

olznuuo`ck# km zpklokp cok{# c‟{tocouhtonm d‟hzzcoehtonmu kt dku pïukh{v uneoh{v-  

Zn{p dku efoaapku zc{u uzïeoaox{k h{ lhpefï aphmâhou# TMU Unapku u‟kut  gnomt ê c‟HANL &c‟Huuneohtonm

Aphmâhouku dku Nzïphtk{pu Ln`ocku/ zn{p ït{dokp c‟{uhbk dku {tocouhtk{pu842

- C‟{tocouhtonm d{ ULU kut

c‟{uhbk ck zc{u chpbklkmt pïzhmd{ ê 60+- Zhp hocck{pu# 0?+ dku ïx{ozïu ln`ock omtïppnbïu enllkmekmt ê

{tocoukp ck{p ln`ock enllk {m heeæu ê omtkpmkt# 1:+ enmuodæpkmt x{k ck ln`ock ahqnpouk cku ïefhmbku kt

24+ zkmukmt x{‟oc pkmd ch qok zc{u aheock- Enmekpmhmt ch ln`ocotï# ck EPKDNE kt c‟HPEKZ nmt z{`coï km

dïekl`pk 0:88 {mk ït{dk u{p ch doaa{uonm dku tkefmncnboku dk c‟omanplhtonm kt dk ch enll{moehtonm dhmu ch

uneoïtï Aphmâhouk846

- 58+ dku aphmâhou uk enmmketkmt ê omtkpmkt dk ahânm mnlhdk &tïcïzfnmk ln`ock#

ey`kpehaï kt roao dhmu {m cok{ z{`coe/- C‟heeæu ê omtkpmkt zhp ck ln`ock enmmhít {mk anptk epnouuhmek dkz{ou

0::; kt h enmm{ {mk epnouuhmek dk ? znomtu dkz{ou 0:8:- Ekttk zpnznptonm dk c‟heeæu ê c‟omtkpmkt km ln`ocotï

844 ZKR Pkukhpef Ekmtkp# Bcn`hc dobothc enll{moehtonm# 0:.80.88 7 fttz7..`ot-cy.y;Mg:L 84; Enluenpk-enl# 0:80 Ln`ock a{t{pk om ane{u# Pkznpt # 05.:0.80 7 fttz7..`ot-cy.vybLrr 841 Tmu,unapku-enl# Pïu{cthtu 1 ælk ïdotonm dk TMU Ln`ock Coak # 0?.:5.88 7 fttz7..`ot-cy.yWdFdX 842 TMU Unapku kt HAENL# N`ukpqhtnopk uneoïthc d{ tïcïzfnmk ln`ock 0:8: 7 fttz7..ucodkufh-pk.vFI6Qe 846 Epkdne Hpekz# dïekl`pk 0:88 7 fttz7..ucodkufh-pk.rbIq04 

Page 23: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 23/50

 

05Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

enmutot{k ck efhmbklkmt lhgk{p x{‟nmt hzznptï cku ulhptzfnmku- Oc u{aaot dk pkbhpdkp ïqnc{kp cku bphmdku

ehtïbnpoku d‟{uhbku dk 0::6 ê 0:88- H{gn{pd‟f{o# 04+ dku znuukuuk{pu dk ln`ock mhqob{kmt u{p omtkpmkt

enmtpk 2+ km 0::6# 8?+ enmu{ctkmt ck{pu klhocu kt 82+ tïcïefhpbkmt dku hzzcoehtonmu-

Qnoeo occ{utpïk eo,dkuun{u c‟ïqnc{tonm dk eku {uhbku dkz{ou 0::6 7

Oc kut omtïpkuuhmt dk pkbhpdkp eku {uhbku ukcnm ck tyzk dk tïcïzfnmk thmt c‟{uhbk zk{t çtpk doaaïpkmt kmtpk

cku dk{v bphmdku ehtïbnpoku dk tïcïzfnmku- Nm u‟hzkpânot x{k cku znuukuuk{pu dk ulhptzfnmku unmt zc{u

mnl`pk{v ê kmqnykp dku ULU x{k c‟kmukl`ck dku zkpunmmku ïx{ozïku km ln`ock &?1+ enmtpk 28+/-

Enl`okm dk ULU unmt kmqnyïu km lnykmmk zhp zkpunmmk > 7

Un{pek Hpekz Epkdne ― Dïekl`pk 0:8:

Ck mnl`pk lnykm dk lkuuhbku kmqnyïu h{blkmtk anptklkmt dkz{ou 0::6# dkz{ou c‟hppoqïk dku

ulhptzfnmku lhou h{uuo hqke ck dïqkcnzzklkmt dku kmqnou ê dk l{ctozcku dkutomhthopku &2; ULU km

lnykmmk zhp uklhomk km 0:88# enmtpk ;2 km 0:8: kt 5: km 0::?/- Ch m{ot d{ pïqkoccnm kut zhp hocck{pu

tn{gn{pu c‟neehuonm dk `httpk dku pkenpdu- Km 0:88# oc h ïtï kmqnyï km Aphmek 8 loccohpd dk ULU d{phmt ck

rkki,kmd# km anptk fh{uuk zhp phzznpt ê c‟hmmïk zpïeïdkmtk- 

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,

Page 24: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 24/50

 

04Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

0. Ck lhpiktomb ln`ock

Mn{u hqnmu q{ dhmu ch zpkloæpk zhptok ck lhpefï# cku hetk{pu kt cku {uhbku# gk qn{u zpnznuk oeo d‟ït{dokp 

cku n{tocu d{ lhpiktomb ln`ock- Enllkmt kt zn{px{no chmekp {mk hzzcoehtonm > X{kcu unmt cku hqhmthbku d{

FTLC; > X{kccku unmt cku pïboku ln`ocku d{ lhpefï > Enllkmt omtïbpkp ck ln`ock dhmu uh utphtïbok >

0-8. Dïqkcnzzkp ch zpïukmek dk qntpk lhpx{k u{p ck ln`ock

0-8-8. Enllkmt çtpk zpïukmt >

Enlztk tkm{ dk ch lhuuk epotox{k dk ulhptzfnmku km eope{chtonm kt dku {uhbku x{o kvzcnukmt# cku

hmmnmek{pu mk zk{qkmt zc{u ahopk c‟olzhuuk d‟{mk zpïukmek ln`ock- Nm enlzhpk zhpanou c‟hppoqïk dkc‟omtkpmkt ln`ock ê ek x{o u‟kut zhuuï u{p omtkpmkt dhmu cku hmmïku 0:::- Oc ahcchot hcnpu ïqhmbïcoukp cku

hmmnmek{pu kt ck{p kvzcox{kp zn{px{no oc ck{p ahcchot {m uotk omtkpmkt hcnpu x{k ck zhpe omuthccï ïthot aho`ck kt ck

pïukh{ km enmutp{etonm- C‟hdnztonm d{ ln`ock zhp cku hmmnmek{pu dkqphot çtpk zc{u phzodk # ehp

c‟omaphutp{et{pk pïukh{ kut cê kt cku {tocouhtk{pu unmt dïgê ïx{ozïu- Np# nm enmuthtk x{k cku hmmnmek{pu unmt

zpou dk qotkuuk ehp `kh{en{z m‟nmt mo utphtïbok ln`ock# mo zpïukmek u{p ck ln`ock- Ekch u‟kvzcox{k zhp ck ahot

x{k ck ln`ock kut `okm zc{u x{‟{m npdomhtk{p dk znefk 7 oc hzznptk dku dolkmuonmu mn{qkccku x{o ck zchekmt

h{ ekmtpk dk ch pkchtonm ecokmt- Zhp hocck{pu# ch l{ctozcoeotï dku zchtkanplku olznuk dku efnov tkefmncnbox{ku-

Cku x{kutonmu x{o uk znukmt `okm un{qkmt unmt 7 ah{t,oc chmekp {mk hzzcoehtonm# zc{uok{pu hzzcoehtonmu# {mk

rk`hzz# pkanmdpk ck uotk omtkpmkt zn{p c‟nztoloukp> Ck zpklokp pïackvk d‟{mk lhpx{k ukph dk qn{cnop chmekp

{mk hzzcoehtonm zn{p oZfnmk- @kh{en{z dk lhpx{ku nmt {mk# qnopk zc{uok{pu hzzcoehtonmu kt ek u{p {mk n{

zc{uok{pu zchtkanplku- Np# cku chmbhbku dk zpnbphllhtonm ïthmt doaaïpkmtu# ekch l{ctozcok d‟h{thmt cku enùtu

&qnop hmmkvk ;/- Ukcnm Doutoln# ?8+ d{ TNZ 8:: dku lhpx{ku lnmdohcku unmt zpïukmtk dhmu h{ lnomu {m

utnpk- Ekpthomku unmt lçlk fyzkphetoqku# Doumky h zhp kvklzck 151 hzzcoehtonmu# Unmy 06;# @LR 15‡8?5

 

Cku bphmdu hmmnmek{pu nmt chmeï dku hzzcoehtonmu zn{p dk qphoku phounmu lhpiktomb n{ zhpanou zn{p dku

phounmu dk enll{moehtonm enpznphtk# aomhmeoæpk# qnopk dk zncotox{k omtkpmk# dk zpïukmek u{p ek mn{qkh{

lïdoh- [mk ït{dk pïhcouïk km g{om 0:88 omdox{k x{k uk{cklkmt 80+ dku kmtpkzpouku aphmâhouku omtkppnbïku

nmt dïzcnyïu {m uotk ln`ock kt 86+ {mk hzzcoehtonm8?4

- Zn{p cku hmmnmek{pu x{o m‟nmt zhu kmenpk dk

zpïukmek ln`ock ck efnov kmtpk hzzcoehtonm mhtoqk n{ rk`hzz kut {mk x{kutonm olznpthmtk# km tkplku dk

utphtïbok kt dk `{dbkt- Kt zn{p ek{v x{o nmt dïgê {mk hzzcoehtonm# c‟h{blkm thtonm d{ tphaoe zhp ck mhqobhtk{p

znuk ch x{kutonm d{ uotk ln`ock-  H{ Ln`ock Rnpcd Enmbpkuu 0:80# Loefhkc Pntf# EKN d‟Omtkpz{`coe

ïqnx{hot x{k uk{cklkmt 4:+ dk uku ecokmtu hqhokmt {m uotk ln`ock nztolouï kt x{k uk{cklkmt 84+ d‟kmtpk,

dk{v zkplktthot dk zhuukp {mk enllhmdk- C‟hppoqïk d{ FTLC; dhmu ck dï`ht m‟h ahot x{k pkmdpk ch

x{kutonm kmenpk zc{u ïzomk{uk- Oc u‟hbot d‟{mk mn{qkcck qkpuonm d{ chmbhbk foutnpox{k d{ rk` epïïk dhmu

cku hmmïku ?:- Naaoeokccklkmt km qkpuonm `kth# ck R5E zpïqnot {mk aomhcouhtonm d{ chmbhbk d‟oeo 0:0:# lhou

8?5 Tkefep{mef# Lhgnpoty na tnz @phmdu mnr fhqk h ln`ock hzzu# 02.8:.88 7 fttz7..tepm-ef.rrKN6N 8?4 Tfomiln`ock rotf Bnnbck# Ozunu LkdohET kt TMU omaphtkut ― 4::: zkpunmmku omtkppnbïku km lhpu 0:88 7 fttz7..ucodkufh-pk.wExZae 

Page 25: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 25/50

 

0;Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

zk{t çtpk {tocouï dæu ê zpïukmt- Ck eh`omkt H@O pkukhpef zpïqnot x{k d‟oeo 0:81# 0#8 loccohpdu dk tkplomh{v

ln`ock h{pnmt {m mhqobhtk{p enlzhto`ck FTLC;8?;

- Ekttk ïqnc{tonm d{ chmbhbk d‟omtkpmkt kut,kcck u{aaouhmtk

zn{p uk zhuukp dku hzzcoehtonmu mhtoqku > E‟kut ch x{kutonm x{k tn{t ck lnmdk uk znuk kt kcck lïpotk d‟çtpk

znuïk-

[mk rk`hzz kut {mk hzzcoehtonm ln`ock heekuuo`ck dkz{ou m‟olznptk x{kc tkplomhc# qoh ck mhqobhtk{p omtkpmkt

kt x{o zpïukmtk {mk mhqobhtonm thetock- Kcck zk{t çtpk aheocklkmt louk km pheen{peo u{p ck `{pkh{ d{

ulhptzfnmk- Np# oc kvoutk dk qphoku doaaïpkmeku kmtpk cku dk{v tkefmncnboku# thmt h{ moqkh{ kpbnmnlox{k

x{k lhpiktomb# lhou h{uuo u{p cku znuuo`ocotïu dk doaa{uonm-

Hzzcoehtonmu mhtoqku n{ rk`hzz 7

Nm qnot echopklkmt oeo cku znomtu u{p ckux{kcu cku dk{v unc{tonmu doaaæpkmt- Cku hzzcoehtonmu nmt cku hqhmthbku

dk ck{pu dïah{tu 7 çtpk coïku h{ tkplomhc kt ê ch zchtkanplk- Ekch h zn{p enmuïx{kmek# ch l{ctozcoehtonm dku

dïqkcnzzklkmtu# {mk doutpo`{tonm un{louk ê c‟heenpd dku zchtkanplku# d‟çtpk tn{t ck tklzu heekuuo`ck kt

d‟naapop {mk kvzïpokmek {tocouhtk{p zc{u poefk- C‟hzzcoehtonm kut {m cnboeokc kt h dnme dku ehzheotïu dk ehce{c

`okm u{zïpok{pku# ek x{k cku ïdotk{pu dk gk{v nmt `okm enlzpou- Uo qntpk efnov znptk u{p c‟hzzcoehtoa# oc ah{t

ahopk httkmtonm h{ znodu dk qntpk hzzcoehtonm- H{,dkcê dk 0:Ln# cku {tocouhtk{pu mk zn{ppnmt ch tïcïefhpbkp

x{‟km ïthmt km Roao# ek x{o colotk bphmdklkmt cku znuuo`ocotïu dk doaa{uonm- Ck znodu odïhc ïthmt d‟kmqopnm

;Ln- X{hmt h{v rk`hzz# kccku uk `hukmt u{p ck chmbhbk d‟omtkpmkt# e‟kut,ê,dopk n{qkpt kt zïpkmmk# kt unmt

dïzkmdhmtku d{ pïukh{ kt dk ch ehzheotï dku mhqobhtk{pu- U{p eku znomtu# gk pkmqnok cku cketk{pu ê c‟hptoeck

dk Ghik Fopd# enmu{cthmt h{ ukom d{ eh`omkt kenmu{cthmey# z{`coï km g{occkt 0:888?1

-

8?; H@O pkukhpef# 0-8 `occonm FTLC; `pnrukpu nm ln`ock dkqoeku `y 0:81 # 00.:2.88 7 fttz7..`ot-cy.rGldMy 8?1 Kenmu{cthmey# Tfk aobft bktu tkefmoehc 7 ln`ock hzzu qu ln`ock uotku # Ghik Fopd# 06.:2.88 7 fttz7..`ot-cy.HrKkt8 

Page 26: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 26/50

 

01Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Ch pïznmuk fh`ot{kcck dku hbkmeku u{p ekttk x{kutonm olznpthmtk kut un{qkmt x{‟oc kut zpïaïph`ck dk zhptop

dk ch zpn`cïlhtox{k dk c‟hmmnmek{p - Km kaakt# ukcnm ck tyzk dk uketk{p# dk enmtkm{u kt d‟{tocouhtonm d{

ukpqoek ln`ock kmqouhbïu# ch pïznmuk tkefmncnbox{k zk{t u‟olznukp d‟kcck,lçlk-

Heeæu zhp hzzcoehtonmu kt mhqobhtk{p ukcnm ch tàefk kaaket{ïk 7

_hfnn kt Ozunu nmt pïhcouï {mk ït{dk zpïukmthmt ch zpïaïpkmek dku {tocouhtk{pu kmtpk hzzcoehtonm kt

mhqobhtk{p ukcnm c‟{uhbk- @okm x{k ekpthomu zpïdoukmt ch lnpt d‟omtkpmkt# cku ln`omh{tku {tocoukmt `okm cku

dk{v heeæu# lhou zn{p dku {uhbku doaaïpkmtu- Mïhmlnomu# ck efnov kmtpk hzzcoehtonm n{ rk`hzz tkmd ê

dkqkmop dk lnomu km lnomu `omhopk 9 dku znmtu kmtpk cku dk{v tkefmncnboku dkqokmmkmt znuuo`cku- Nm zhpck

dïunplhou d‟hzzcoehtonm fy`podk- [mk zhbk omtkpmkt ln`ock zk{t çtpk n{qkptk h{ ukom d‟{mk hzzcoehtonm 

&Rk` qokr/- E‟kut {mk tkefmox{k un{qkmt {tocouïk zhp cku ïdotk{pu dk zpkuuk- Oc kut zhp hocck{pu znuuo`ck dk

lkttpk {mk rk`hzz h{ ukom d‟{mk hzzcoehtonm mhtoqk# ek x{o zkplkt d‟çtpk tn{t dk lçlk zpïukmt dhmu ckuutnpku d‟hzzcoehtonmu- H c‟omqkpuk# oc kut znuuo`ck d‟kmehzu{ckp {mk hzzcoehtonm dhmu {mk rk`hzz km FTLC;#

kt homuo hqnop heeæu ê ch ehlïph kt h{v mntoaoehtonmu zhp kvklzck- Oc kvoutk dku aphlkrnpiu# ïbhcklkmt

hzzkcïu enmqkptouuk{pu# x{o zkplkttkmt dk enmqkptop {m endk rk` echuuox{k km hzzcoehtonm mhtoqk- Ekch

zkplkt dk l{t{hcoukp cku enùtu dk dïqkcnzzklkmt hqke {m uk{c endk zn{p zc{uok{pu zchtkanplku- Oc kvoutk

`kh{en{z dk eku aphlkrnpiu u{p ck lhpefï kt km efnouop {m zk{t phzodklkmt dkqkmop {m ehuuk,tçtk &qnop

hmmkvk 1/- Mn{u km eotkpnmu x{kcx{ku,{mu x{o mn{u unmt hzzhp{u enllk zkptomkmtu- Tn{t d‟h`npd#

c‟hbkmek @heikcotk zpnznuk {mk unc{tonm hzzkcïk @iPkmdkp x{o zpnznuk {mk utp{et{pk pn`{utk u{p chx{kcck

dïqkcnzzkp qntpk zpngkt# x{k ekch unot {m uotk ln`ock# {mk rk`,hzz n{ {mk hzzcoehtonm fy`podk- Ch unc{tonm

{tocouk cku chmbhbku ïqnc{ïu tkcu x{k ck FTLC;# ck Ghqhuepozt# ck EUU5 kt c‟Hghv- Cku ecokmtu zpkutobok{v dk

c‟hbkmek tkcu x{k qnyhbku,umea-enl# ch Amhe n{ ck Epïdot Hbpoenck# nmt `ïmïaoeoï dk ek aphlkrnpi- Oc ah{t

ïbhcklkmt eotkp ZfnmkBhz# phefktïk pïekllkmt zhp Hdn`k# x{o u{zznptk {mk dowhomk dk zchtkanplku

ln`ocku kt Rnpicobft phefktïk zhp O@L- Hzzekcckphtnp# {mk h{tpk zchtkanplk hyhmt pkâ{ dku doutometonmu dk

Bhptmkp kt d{ BULH8?2

# h zkplou x{hmt ê kcck ck dïqkcnzzklkmt dk 5; ::: hzzcoehtonmu x{o nmt ïtï

tïcïefhpbïku zc{u dk 4: locconmu dk anou kt kut {tocouïk zhp kmqopnm 8#; locconm dk dïqkcnzzk{pu8?6

- D‟h{tpku

aphlkrnpiu dk tpæu `nmmk x{hcotï kvoutkmt u{p ck lhpefï enllk Ukmefh# Ln`ockpnhdok n{ gX{kpy- Oc ah{t

8?2 Hzzekckphtnp-enl# Hrhpd 7 fttz7..`ot-cy.r;Xg4T 8?6 ap-tkefep{mef-enl# Epïkw qntpk hzzcoehtonm ln`ock mhtoqk hqke dku tkefmncnbok rk`# :6.:4.88 7 fttz7..`ot-cy.rW8@IX 

Page 27: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 27/50

 

02Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

ïbhcklkmt lkmtonmmkp ck zpngkt aphmâhou Gnufaopk8??# dopobï zhp Loefkc,Ckqy,Zpnqkmehc# enanmdhtk{p dk

P{k6?# x{o phuukl`ck h{tn{p dk c{o dk `kh{v mnlu d{ rk` aphmâhou enllk Vhqokp Mokc# Ghex{ku,Hmtnomk

Bphmgnm n{ Utïzfhmk Doutomb{om-

Hzpæu tn{tku eku enmuodïphtonmu tkefmox{ku# pkqkmnmu h{v anmdhlkmth{v- C‟h`nmdhmek

d‟hzzcoehtonmu dhmu cku utnpku u‟kvzcox{k mnthllkmt zhp ck ahot x {k `kh{en{z dk lhpx{ku chmekmt ck{p

hzzcoehtonm zhp zpomeozk# uhmu cokm hqke ck{p utphtïbok lhpiktomb- Ch zpkloæpk efnuk ê ahopk kut dnme dk

dïaomop {m n`gketoa echop kt zpïeou ê uh zpïukmek ln`ock- Nm zk{t lçlk hcckp h{,dkcê 7 ck douznuotoa ln`ock dnot

u‟omuepopk dhmu {mk utphtïbok dk enmthetu l{ctoehmhck- Ck ln`ock kut ê ch anou {m lïdoh kt {m ehmhc dk qkmtk#

tn{t enllk c‟kut c‟omtkpmkt aovk- Lhou ck ln`ock kut zc{u x{k ekch kmenpk# e‟kut {m n`gkt zkpunmmkc x{o mk

x{ottk ghlhou unm zpnzpoïthopk- U{p omtkpmkt# nm zhpck dk qouotk{pu {mox{ku zhp h`{u dk chmbhbk- Oc mk u‟hbot

km ahot x{k dk ennioku n{ dku hdpkuuku OZ d‟npdomhtk{p u# dkppoæpk ckux{kcu oc zk{t y hqnop zc{uok{pu

zkpunmmku- Ck lhpiktomb h zn{p n`gketoa dk zhpckp ê efhx{k ecokmt kt efhx{k ecokmt ê {m ln`ock- E‟kut zn{p 

ekttk phounm x{k ekpthomu qnmt g{ux{‟ê dopk x{k ck ln`ock dnot çtpk h{ ekmtpk dk ch pkchtonm ecokmt kt d{

lhpiktomb dk ch lhpx{k- Oc kut ïqodkmt x{k ch zc{zhpt dku hmmnmek{pu m‟km unmt zhu kmenpk ê ek uthdk-

Lkcouuh Zhppouf d{ eh`omkt Anppkutkp h lou km c{loæpk cku ïthzku ê aphmefop zn{p omtïbpkp ck ln`ock dhmu uh

utphtïbok lhpiktomb-

Kthzku dk c‟omtïbphtonm d{ ln`ock dhmu ck lhpiktomb bcn`hck0::

7

X{kcck qhck{p hgn{tïk ck ln`ock zk{t,oc hzznptkp ê lku ecokmtu > X{‟kut,ek x{k qk{t dopk ch ln`ocotï zn{p

lnm ecokmt > Enllkmt ck ln`ock zk{t h{blkmtkp c‟olzhet dk lku omqkutouuklkmtu kvouthmtu > Enllkmt ck

ln`ock zk{t lk zkplkttpk dk tn{efkp dk mn{qkh{v ecokmtu > Nm u‟hzkpânot homuo x{‟{m zpngkt ln`ock zk{t

çtpk c‟neehuonm dk pkzkmukp km zpnanmdk{p ch pkchtonm ecokmt- Dk ch utphtïbok ln`ock efnouok dïen{ckph dku

pïznmuku ê eku x{kutonmu kt ukph doaaïpkmtk ukcnm cku zpnd{otu kt cku uketk{pu- Zh{c @kpmky# ck ELN dk ch

LLH &Ln`ock Lhpiktomb Huuneohtonm/ phzzkcck x{k ch louuonm dku ïx{ozku lhpiktomb pkutkmt ch lçlk 7

hex{ïpop dku ecokmtu# cku aodïcoukp kt enmutp{opk ch lhpx{k0:8

-

8?? fttz7..aphlkrnpi-gnufaopk-enl.  0:: Anppkutkp-enl# Ln`ock anp lhpiktomb 7 ou ot h efhmmkc np h dkqoek > Lkcouuh Zhppouf# :4.:5.88 7 fttz7..`ot-cy.rQTgMt 0:8 Rk`ot Enmbpkuu# Netn`pk 0:88# Outhm`{c# T{piky# omtkpqkmtonm dk Zh{c @kpmky 7 fttz7..`ot-cy.yV2uXb 

Page 28: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 28/50

 

06Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

0-0. Ch z{`coeotï ln`ock

Ch z{`coeotï u{p ck ln`ock kut km anptk epnouuhmek- Lhou cku moqkh{v d‟omqkutouuklkmtu pkutkmt `okm km

dkuun{u zhp phzznpt h{ zntkmtokc kt u{ptn{t h{ tklzu zhuuï zhp cku {tocouhtk{pu u{p ck{p ln`ock- @kh{en{z

dk ahetk{pu uk lkttkmt km zchek zn{p {m dïencchbk tpæu phzodk- Cku tkefmncnboku d‟hdukpqomb kt dk tpheiomb

uk lkttkmt km zchek# cku hetk{pu dk c‟omtkpmkt u‟y lkttkmt phzodklkmt# cku anplhtu z{`coeothopku ommnqkmt kt ch

z{`coeotï cnehck y qnot {m tkpphom dk gk{ ghlhou q{-

0-0-8. Cku efoaapku

 Hqhmt dk zn{qnop zhpckp dk lhpefï z{`coeothopk ln`ock# oc ah{t hqnop {mk lku{pk d‟h{dokmek aoh`ck kt

pkenmm{k u{p ck lhpefï- Np ck lhpefï d{ ln`ock kut cnmbtklzu pkutï uhmu lku{pk naaoeokcck# uk{c cku

efoaapku dku ïdotk{pu kt dku pïboku kvouthokmt- Lïdohlïtpok h chmeï km netn`pk 0:8: ch zpkloæpk lku{pk dk

c‟omtkpmkt ln`ock km Aphmek# tpolkutpokcck kt dïunplhou lkmu{kcck- Cku dï`{tu dk ekttk ït{dk nmt ïtï

fn{ck{v- Ekmuï çtpk zc{u n`gketoqku x{k ch lku{pk dk c‟omtkpmkt aovk ehp `huïk u{p cku cnbu dku nzïphtk{pu

ln`ock kt zc{u uk{cklkmt u{p {m zhmkc d‟{tocouhtk{p u &8: :::/- Zn{p h{thmt# zc{uok{pu n`uthecku tkefmox{ku

unmt hzzhp{u- Ch lku{pk dku uotku omtkpmkt kut zc{u houïk x{k ekcck dku hzzcoehtonmu# x{o mïekuuotkmt {mk

louk ê gn{p zhptoe{coæpk haom d‟omtïbpkp {m hzzkc fttz ê Lïdohlïtpok- Zhp hocck{pu# ck Roao m‟ïthot zhu

enlzth`ocouï &`okm un{qkmt 2:+ d{ tphaoe/ kt cku tkplomh{v un{u @chei`kppy mk zk{qkmt çtpk lku{pïu ehp

cku nzïphtk{pu mk pïe{zæpkmt h{e{mk dnmmïku dk ch zhpt dk POL- Cku dnmmïku d{ mhqobhtk{p Nzïph# dku

mhqobhtonmu km fttzu kt dku LQMN mk unmt ïbhcklkmt zhu tphmulouku h{v nzïphtk{pu ln`ocku# ïefhzzhmt

homuo ê ch lku{pk- [m hm hzpæu ek chmeklkmt# Lïdohlïtpok enmuthtk {mk epnouuhmek dk 05+ dku zkpunmmku

uk enmmkethmt ê c‟omtkpmkt ln`ock kt km tn{t 8? locconmu dk ln`omh{tku- Zn{p zc{u d‟omanplhtonm u u{p ch

lïtfndncnbok het{kcck# qnop ck b{odk dk c‟h{dokmek ln`ock z{`coï zhp Lïdohlïtpok kt c‟HALL05?- Km 0:80#

c‟h{dokmek dkqphot zhuukp km lkmu{kcck kt enllkmekp ê omtïbpkp c‟h{dokmek Roao-

Uop Lhptom Unppkcc# ck EK d{ bpn{zk dk enll{moehtonm# RZZ ïqnx{hot pïekllkmt ch dïekztonm ahek ê ch

zpnlkuuk dk ch z{`coeotï ln`ock dkz{ou zc{uok{pu hmmïku04:

- C‟hmmïk d{ ln`ock h{phot dù hqnop cok{ uov n{

ukzt anou- E‟kut {m zk{ ch lh{qhouk zchouhmtkpok d{ lhpefï d{ ln`ock# ê uhqnop x{k tn{u cku hmu# nm

hmmnmek © c‟hmmïk d{ ln`ock ¹- Hcnpu nm h enllkmeï ê dïen{zkp km lnpekh{v ekt ïqïmklkmt thmt

httkmd{- 0:8:# c‟hmmïk dku {uhbku- 0:88# c‟hmmïk dku hzzcoehtonmu- C‟hmmïk dk ch z{`coeotï u{p ck ln`ock uk

05? Qomekmttkuuokp-ap# C‟h{dokmek dk c‟omtkpmkt ln`ock# fttz7..`ot-cy.Fhczdd 04: Uop Lhptom Unppkcc ht OH@ Uzhom# mnq 0:88 7 fttz7..`ot-cy.F;IqHb 

Page 29: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 29/50

 

0?Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

ahot tn{gn{pu httkmdpk- Enllk nm c‟h ahot zkmdhmt cnmbtklzu hqke c‟omtkpmkt# nm enlzhpk pïb{coæpklkmt ck

tklzu zhuuï u{p ck ln`ock kt ch zhpt d{ `{dbkt omqkuto dhmu cku zchmu lïdohu-

Tklzu zhuuïu kt `{dbkt omqkuto zhp lïdoh 7

Ck ln`ock `ïmïaoeok d‟{m th{v dk zïmïtphtonm d{ ln`ock olznpthmt# dk c‟hppoqïk lhuuoqk dku ulhptzfnmku#

kt d‟{m tklzu zhuuï x{o dïzhuuk `nm mnl`pk d‟h{tpku lïdohu tphdotonmmkcu - Omln`o h lçlk hmmnmeï x{k

cku hzzhpkocu ln`ocku dhmu ck{p kmukl`ck hqhokmt dïzhuuï ch tïcïqouonm048

- Zn{pthmt# ck enmutht kut uhmu

hzzkc# ck ln`ock mk pkzpïukmtk x{k :#; ê 8+ dku omqkutouuklkmtu- @kh{en{z d‟omutot{tu kt d‟npbhmoulku

tkmtkmt dk lku{pkp kt dk dïepopk c‟ïqnc{tonm dk ch z{`coeotï u{p ln`ock- Km kaa kt# cku th{v dk epnouuhmek unmt

cku zc{u olznpthmtu lhou km qhck{p h`unc{k cku efoaapku pkutkmt tpæu aho`cku- Ck lhpefï mn{ppot c‟kuznop

x{‟hqke {mk ehdkmek zhpkocck# mn{u httkomdpnmu dhmu x{kcx{ku hmmïku {m lhpefï enmuouthmt dk zc{uok{pu

dowhomku dk loccohpdu dk dncchpu-

Zpngketonm d{ lhpefï z{`coeothopk ln`ock hlïpoehom 7

048 Omln`o# Zhmkc dk 0: ::: enmunllhtk{pu ln`ocku u{p 86 lhpefïu # 0?.:0.80 7 fttz7..`ot-cy.Ol0QV1 

Page 30: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 30/50

 

5:Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

H{v Kthtu,[mou ukcnm klhpiktkp# e‟kut 8#4; loccohpd dk dncchpu x{o nmt ïtï dïzkmuïu km 0:88 kt ch zpngketonm

kut dk 8:#6 loccohpdu zn{p 0:81040

- C‟omutot{t d‟ït{dk hmbchou Nq{l h pïhcouï {mk ït{dk km 0:88# ê ch

dklhmdk dk c‟OH@# u{p ch zkpekztonm dk ch z{`coeotï ln`ock h{zpæu dk 5:: dopketk{pu lhpiktomb045- Ck

`{dbkt hmm{kc hccn{ï qh dk ;: ê 5:: ::: dncchpu lhou ch lhgnpotï uk uot{k un{u ch `hppk dku ;: ::: dncchpu-

C‟Huok pkutk h{gn{pd‟f{o cnom dkqhmt km tkplku dk `{dbkt lhou cku zpngketonmu anmt ïtht d‟{m phttphzhbk

olznpthmt dk ch zhpt dk c‟K{pnzk kt dku Kthtu,[mou# enllk nm ck enmuthtk dhmu ck th`ckh{ eo,dkuun{u-

Zpngketonm lhpefï z{`coeothopk ln`ock ukcnm Bhptmkp044

7

Enmekpmhmt c‟K{pnzk# ck lhpefï k{pnzïkm zn{pphot httkomdpk ck loccohpd d‟oeo 0:84 ukcnm Hduln`o kt

Ln`ockUX[HPKD04;

- Km Aphmek# c‟n`ukpqhtnopk dku omqkutouuklkmtu z{`coeothopku d{ UPO kt dk Ehzbklomo h

lku{pï ê 52 locconmu d‟k{pnu d‟omqkutouuklkmtu z{`coeothopku u{p ck ln`ock km 0:88# unot 8#4+ d{ dobothc041

-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,,,,,, 

5. Qkpu ck ufnzzomb 5-:

Omtkpmkt h `n{ckqkpuï ch doutpo`{tonm- Dk mn{qkh{v hetk{pu dot © z{pk zchykp ¹ hyhmt {mk h{tpk

e{ct{pk nmt zïmïtpï ck lhpefï oc y h dov hmu- C‟k,enllkpek pkzpïukmtk h{gn{pd‟f{o 1+ dku qkmtku dk dïthoc

km Aphmek02;

- H{,dkcê dk ekttk zhpt d{ bàtkh{ x{o ïefhzzk h{v hetk{pu foutnpox{ku# eku mn{qkh{v hetk{pu

nmt doaa{uï {mk h{tpk e{ct{pk d{ enllkpek# zc{u phzodk kt ekmtpïk u{p ck ukpqoek- Ch qhb{k uneohck d{ Rk`

0-: h tphmuanplï ck zpnekuu{u d‟hefht kt cku enmunllhtk{pu unmt zc{u x{k ghlhou omanplïu- Ck uotk omtkpmkt

kut d‟h`npd hzzhp{ enllk {m enme{ppkmt zhp ck pïukh{ dk doutpo`{tonm# ehmmo`hcouhmt cku qkmtku zfyuox{ku

040 Klhpiktkp# [U ln`ock hd uzkmdomb unhpu zhut kvzkethtonmu # 0;.:8.80 7 fttz7..`ot-cy.FtCHg[ 045 OH@# Lhpiktkp Zkpekztonmu na ln`ock hdqkptouomb # G{occkt 0:88 7 fttz7..`ot-cy.FtWMbL 044 Bhptmkp uhyu rnpcdrodk hdqkptouomb pkqkm{k anpkehut tn pkhef $5-5 ̀ occonm om 0:88# 81.:1.88 7 fttz7..`ot-cy.F;lkxK 04; Hduln`o-enl# Tfk ̀ ob aoqk rocc dpoqk K{pnzkhm ln`ock hdqkptouomb lhpikt tn h $8 `occonm omd{utpy # 85.:?.88 7 fttz7..`ot-cy.FtrcE@ 041 UPO Ehzbklomo [dkehl 7 N`ukpqhtnopk dk c‟k,z{` @ochm 0:8802; Akqhd-enl# 52#2 loccohpdu d‟k{pnu dïzkmuïu km cobmk# 5:.:8.80 7 fttz7..`ot-cy.y1H{Ta 

Page 31: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 31/50

 

58Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

n{ tphmuanplhmt cku znomtu dk qkmtk km uolzck ufnrpnnl- Np# cku uymkpboku znuuo`cku kmtpk ck uotk

lhpefhmd d‟{mk kmukobmk kt uku znomtu dk qkmtk unmt mnl`pk{uku- Dkz{ou x{kcx{ku hmmïku# ch lkmtonm

d{ uotk kut hzzhp{k u{p cku u{zznptu z{`coeothopku dku lhpx{ku kt dku kmukobmku- Cku uotku dku © `poei hmd

lnpthp ¹ nmt omtïbpï dku anmetonmmhcotïu u{zzcïlkmthopku 7 ck ecokmt zk{t zhuukp enllhmdk nmcomk lhou

ïbhcklkmt enmthetkp ck ukpqoek ecokmt# tpn{qkp {m lhbhuom zpæu dk efkw c{o n{ {tocoukp ck ukpqoek © dpoqk ¹ dk

pktphot km lhbhuom- Ck lhbhuom dkqokmt {m kmtpkzôt kt dnot zpïzhpkp dku enllhmdku zhyïku ê c‟hqhmek- Km

lçlk tklzu# cku lhbhuomu dkqokmmkmt enmmketïu kt cku ecokmtu zk{qkmt zhuukp enllhmdk dhmu {m

lhbhuom zfyuox{k dk zpnd{otu x{‟oc m‟h zhu km utnei-

 H ch u{otk d‟omtkpmkt# ck ln`ock u‟hzzpçtk h{gn{pd‟f{o ê pïqnc{tonmmkp ê mn{qkh{ ck enllkpek- Ch Akqhd

kutolk ê 0+ ch zhpt d{ k,enllkpek pïhcouïk zhp ck ln`ock lhou c‟kuukmtokc m‟kut zhu cê- Lhpe Hmdpkkuukm

zkmuk x{k ck ln`ock qh lkttpk {mk anptk zpkuuonm u{p cku pïukh{v dk doutpo`{tonm zfyuox{k# kt x{‟oc qh

dkqkmop dk zc{u km zc{u doaaoeock dk g{utoaokp {m `{uomkuu lndkc `huï {mox{klkmt u{p ck zfyuox{k021

- Ck

ln`ock h ch ehzheotï dk dkqkmop {m n{toc lhpiktomb zn{p cku kmukobmku kt cku lhpx{ku- Km Aphmek# 40+ dku

ln`omh{tku dïechpkmt {tocoukp ck{p ulhptzfnmk h{ lnomu ê {mk dku ïthzku dk ck{pu hefhtu022

- Ck ln`ock kut

zpïukmt hqhmt# zkmdhmt kt hzpæu c‟hefht-

Enllkmt ck ln`ock kut,t,oc {tocouï dhmu ck zhpen{pu d‟hefht> 7

Un{pek 7 Znut Fncodhy Ufnzzkp omuobftu ― TfomirotfBnnbck026 

Ekttk pïekmtk ït{dk pïhcouïk zhp Bnnbck kt Ozunu occ{utpk `okm cku omtkphetonmu kmtpk cku ehmh{v kt ch zchek

x{k zpkmd ck ln`ock- Nm enmuthtk x{k 41+ dku pkefkpefku kaaket{ïku u{p ck ln`ock uk tphd{oukmt zhp {m

hefht km znomt dk qkmtk zfyuox{k- Mn{u hccnmu lhomtkmhmt u{oqpk ck ecokmt ê efhe{mk dku ïthzku dk unm

zhpen{pu d‟hefht km uk znuhmt cku tpnou x{kutonmu u{oqhmtku- Enllkmt ck ln`ock zk{t zhptoeozkp ê c‟hlkmkp 

ê qouotkp {m znomt dk qkmtk > Enllkmt ck ln`ock lndoaok c‟kvzïpokmek d‟hefht dhmu ck znomt dk qkmtk >

Enllkmt ck ln`ock zk{t dkqkmop kuukmtokc ê unm zhuuhbk km ehouuk > Kmaom# mn{u qkppnmu dhmu {mk

dkpmoæpk zhptok# zn{px{no ck ufnzzomb 5-: n`cobk cku kmukobmku kt cku lhpx{ku ê kmqouhbkp dku utphtïboku

lhpiktomb nlmoehmhc-

021 Emkt-enl# Lhpe Hmdpkkuukm 7 Zpkdoetonmu anp 0:80 &hmd ̀ kynmd/# 8?.80.88 7 fttz7..emkt-en.w6u6Xf 022 Tfomiln`ock rotf Bnnbck# Ozunu LkdohET kt TMU omaphtkut ― 4::: zkpunmmku omtkppnbïku km lhpu 0:88 7 fttz7..ucodkufh-pk.wExZae 026 rrr-tfomirotfbnnbck-enl# Znut Fncodhy Ckhpmomb anp 0:80 7 fttz7..`ot-cy.v`udm4 

Page 32: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 32/50

 

50Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

5-8. Ck dpoqk tn utnpk

Ck en{ppokp z{`coeothopk kut dkz{ou cnmbtklzu ck lkocck{p lnykm dk ahopk enmmhítpk {mk zpnlntonm kt

homuo dk epïkp d{ tphaoe km lhbhuom- Ck ln`ock x{hmt ê c{o h un{qkmt ïtï hzzkcï © lïdoh d{ dkpmokp lætpk ¹

bpàek ê uh ehzheotï ê epïkp d{ tphaoe km lhbhuom# mnthllkmt qoh dku ehlzhbmku ULU- @okm x{k ek ckqokp

unot tn{gn{pu ck zc{u kaaoehek h{gn{pd‟f{o# dk mn{qkccku znuuo`ocotïu coïku h{v Ulhptzfnmku unmt hzzhp{k u

enllk ch mntoaoehtonm bïncnehcouïk# ch pïhcotï h{blkmtïk# ck bkn,akmeomb- N`hd Ln`ock Lhpiktomb kutolk

x{k ck th{v dk pktn{p d‟{m en{znm kmqnyï zhp ln`ock zk{t httkomdpk 8;+ enmtpk 5 ê ;+ zn{p cku u{zznptu

zhokpu- Mn{u hccnmu qnop cku doaaïpkmtu lnykmu zn{p epïkp d{ tphaoe km lhbhuom h{gn{pd‟f{o-

5-8-8. Ck lhpiktomb zpnlntonmmkc

Ukcnm UylzfnmyOPO# ck efnov d‟{mk lhpx{k zk{t çtpk omac{kmeï g{ux{‟ê ;;+ zhp {mk zpnlntonm

un{u anplk dk en{znm# x{‟oc hot ïtï doutpo`{ï u{p zhzokp &`n ítk h{v ckttpku n{ dhmu {m omukpt dk lhbhwomk/ n{

nmcomk &uotk dk ch lhpx{k# dk doutpo`{tk{pu n{ dk uotku uzïeohcouïu dhmu c‟naapk dk en{znmu/02?- Hcnpu x{k ck

 gk{ enmen{pu kut ck lkocck{p lnykm dk enmutot{kp {mk `huk dk dnmmïku# ck en{znmomb kut ck lkocck{p lnykm

d‟h{blkmtkp uku qkmtku km lhbhuom- Ukcnm c‟ït{dk enmgnomtk TMU Unapku kt Unbke# 25+ dku Aphmâhou

dïechpkmt {tocoukp dku en{znmu km 0::?- Ocu km nmt {tocouïu 558 locconmu# pkzpïukmthmt zn{p k{v {mk

ïenmnlok dk 00 locconmu d‟k{pnu h{ tnthc06:

- Oc u‟hbot bïmïphcklkmt dk `nmu dk pïd{etonm ollïdohtu n{ ê

qhcnop u{p {m zpnefhom hefht-

Ck en{ppokp z{`coeothopk 7Oc y h tpnou anplku dk en{ppokp z{`coeothopk 7 ck en{ppokp u{p aoefokp ecokmt# ck en{ppokp z{`coeothopk hdpkuuï kt

c‟olzpolï z{`coeothopk uhmu hdpkuuk- Ck en{ppokp z{`coeothopk m‟ïthot zhu enmuodïpï enllk {m lïdoh zhp cku

omutot{tu d‟ït{dku- Ekch h efhmbï dkpmoæpklkmt kt ek u{zznpt kut dïunplhou omtïbpï zhp c‟Omutot{t dk

Pkefkpefku kt d‟Kt{dku Z{`coeothopku- Km 0:88# ck lhpiktomb dopket h pkzpïukmtï ?#8 loccohpdu d‟k{pnu unot

zpæu dk 8:+ dku omqkutouuklkmtu z{`coeothopku- E‟kut 4#0 loccohpdu zn{p ck en{ppokp z{`coeothopk hdpkuuï kt

0#? loccohpdu d‟olzpolïu uhmu hdpkuuk068

- Ekch pkzpïukmtk kmqopnm 0: loccohpdu d‟kvklzchopku doutpo`{ïu zhp 

hm dhmu 05 locconmu dk `notku h{v ckttpku- 22+ dk ekt omqkutouuklkmt kut pïhcouï zhp ch doutpo`{tonm# ck pkutk

zhp dku hetk{pu cneh{v zn{p dku n{qkpt{pku dk lhbhuomu# dk uhccku dk uznptu# dk pkuth{phmtu‡ Ekpthomu

u‟ïtnmmkmt d‟hocck{pu dk ch qoqheotï dk ek ckqokp ê c‟fk{pk dk c‟klhocomb# d{ EPL dobothc- Dk zc{u ck enùt dk

eku nzïphtonmu kut tpæu olznpthmt# dk 8 ê 5+ d{ efoaapk d‟haahopku d‟{mk kmukobmk- Kmaom# ekttk bphmdk

enmunllhtonm dk zhzokp uk fk{ptk ê ch tkmdhmek dk anmd dk c‟kmtpkzpouk qkptk kt d{ pkuzket dk

c‟kmqopnmmklkmt- [mk gk{mk uthpt,{z u‟kut g{utklkmt dnmmïk zn{p louuonm dk dïlhtïpohcoukp ck zpnuzket{u

kt ck ehthcnb{k zhzokp# oc u‟hbot dk Z{`ken anmdïk km 0::2060- Ckeckpe h un{tkm{ ek zpngkt hqke ck enmekzt

© Wkpn zpnuzket{u ¹ hqke enllk n`gketoa dk u{zzpolkp ch z{`coeotï zhzokp d‟oeo 0:0:- Ck zpngkt zpkmd

02? Uylzfnmyopo-enl# LHpiktZ{cuk U{pqky# Dkekl`kp 0:88 7 fttz7..`ot-cy.y:e2e? 06: Fobf En . Unbke068 Un{pek OPKZ ― APHMEKZ[@ 0:88# Ck lhpefï z{`coeothopk aphmâhou km 0:88# fttz7..`ot-cy.HndeWi 060 Apkmefrk`# Z{`ken dïlhtïpohcouk hqke u{eeæu ck zpnuzket{u dku ̀ notku h{v ckttpku # :8.80.88 7 fttz7..`ot-cy.y[XQg8 

Page 33: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 33/50

 

55Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

het{kccklkmt ch anplk d‟{m znpthoc rk` zkplktthmt dk ak{occktkp cku ehthcnb{ku dku lhbhuomu uot{ïu dhmu

qntpk kmtn{phbk bïnbphzfox{k- Ck ukpqoek qh phzodklkmt çtpk chmeï u{p ck ln`ock- Lhcbpï eku omotohtoqku

zn{p pïznmdpk h{v zpïnee{zhtonmu kmqopnmmklkmthcku# ?0+ dku Aphmâhou enmtom{kmt dk copk cku z{`coeotïu

doutpo`{ïku dhmu ck{pu `notku h{v ckttpku ukcnm {mk ït{dk CUH,enmun-ap- Eku z{`coeotïu unmt c{ku lhou unmt

ïbhcklkmt kaaoeheku 7 ekpthomku kmukobmku nmt ahot ck tkut dk pïd{opk ck{pu omqkutouuklkmtu u{p ek ckqokp kt

cku qkmtku enmmhouukmt hcnpu {mk `houuk lïehmox{k- Ekpthomu aphmefouïu d‟Omtkpuznpt nmt enmuthtï {mk

`houuk dk 5:+ dk ck{pu qkmtku065

- Oc zkplkt d‟ïth`cop {m cokm dk zpnvolotï anpt kt h zn{p c{o ch anpek d{ zhzokp 

zfyuox{k# tn{t enllk ck ehthcnb{k zhzokp- Oc kut tkm{ km lhom# nm acàmk {m lnlkmt dkuu{u# oc efhmbk dk

lhom h{ ukom d{ anykp- @okm hqhmt dk zhpckp dk z{`coeotï dobothck cnehck n{ d‟omtolotï d{ ln`ock# ck en{ppokp 

z{`coeothopk tphqhocck dïgê eku dk{v mntonmu anptku- Unm kaaoeheotï zk{t çtpk h{blkmtïk km omuepoqhmt uh

enll{moehtonm dhmu {mk cnbox{k zc{polkdoh# c‟omukptonm d‟{m XP endk kut {m `nm lnykm dk zn{pu{oqpk ck

cokm epïï zhp ck zhzokp zn{p hlkmkp unm ecokmt u{p {mk zhbk n{ {mk hzzcoehtonm ln`ock- Zc{u anpt kmenpk# ch

uneoïtï aphmâhouk Lnndutneiu h dïqkcnzzï {mk tkefmncnbok dk pïhcotï h{blkmtïk x{o zkplkt d‟hgn{tkp dku

en{efku dobothcku km u{pqnchmt {m zpnuzket{u zhzokp# ck tphmuanplhmt homuo d‟{mk ekpthomk lhmoæpk km uotk  

k,enllkpek qopt{kc064

- Oc kut homuo znuuo`ck dk qnop ch douznmo`ocotï d{ zpnd{ot# dk zpnln{qnop {m en{znm# dk

copk {m hqou# dk zhpthbkp# d‟hgn{tkp h{ zhmokp kt dk zhykp- Zc{u dk 4:: dïqkcnzzk{pu kt lhpx{ku# dnmt

H{efhm kt Ehutnphlh# nmt omtïbpï ck{p unc{tonm dhmu ck{pu hzzcoehtonmu- Oc ah{t hgn{tkp x{k ekch anmetonmmk

lçlk km lndk dïenmmketï-  Hqke n{ uhmu {tocouhtonm d‟{m ln`ock# ck ehthcnb{k zhzokp m‟kut zhu zpçt dk

zïpoecotkp- [mk ït{dk enmgnomtk dk enlUenpk kt d‟[UZU# ck ukpqoek znuthc hlïpoehom# h lnmtpï x{k cku

ecokmtu x{o pkânoqkmt {m ehthcnb{k zhzokp dïzkmukmt zc{u km cobmk06;

-

Kt{dk enlUenpk kt [UZU u{p c‟olzhet d{ ehthcnb{k zhzokp 7

Km Aphmek# dk{v hetk{pu unmt zpïukmtu u{p ck lhpefï dk ch doutpo`{tonm d‟olzpolïu uhmu hdpkuuk#

Lkdohznut# c‟kmtotï z{`coeothopk dk Ch Znutk dïdoïk h{ Fnlk,lkdoh kt Hdpkvn# aocohck d{ bpn{zk Uzop

enll{moehtonm- Ck bpn{zk ukphot km mïbneohtonm zn{p ch ekuuonm dk ekttk hetoqotï ê Qnyhbkzpoqï061

- U{p ck

en{ppokp z{`coeothopk hdpkuuï# ck lnmnznck dk Ch Znutk u‟kut hppçtï km 0:88 kt ekpthomu hetk{pu mnthllkmt

065 Ckmn{qkckenmnloutk-ap# utpkkt lhpiktomb  ― acykp bhbmhmt # 05.:0.80 7 fttz7..`ot-cy.wHVLZA 064 _n{t{`k# Lnndutneiu tphmuanplk ck ehthcnb{k zhzokp km uotk k,enllkpek # fttz7..`ot-cy.FvapOu 06; Enluenpk-enl# Ehuk Ut{dy 7 Tfk [U Znuthc Ukpqoek # :5.:6.:? 7 fttz7..`ot-cy.y[oxWn 061 @n{puokp-enl# Uzop enll{moehtonm mïbneok ch ekuuonm d ‟ Hdpkvn Encou# :6.:0.80 7 fttz7..`ot-cy.v2fZzc 

Page 34: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 34/50

 

54Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

`huïu ê c‟ïtphmbkp enllkmekmt ê omtïbpkp ck lhpefï- Lkdohznut pïhcouk dïgê {m efoaapk d‟haahopku dk 45:

locconmu d‟k{pnu- Ch uneoïtï h dk bphmdku hl`otonmu kt un{fhotk pklnmtkp ch efhímk dk qhck{p kt ahopk dku

uymkpboku kmtpk unm hetoqotï dk doutpo`{tonm dk en{ppokp z{`coeothopk kt ck lïtokp d{ lhpiktomb zpnlntonmmkc-

Aom 0:8:# kcck phefætk ch UNBKE# ckhdkp d{ en{znmomb km Aphmek062

 hqke 56 locconmu d‟k{pnu dk efoaapk

d‟haahopku kt km 0:88 ch uneoïtï Lïdohzpoul znuuïdhmt {mk `huk dk dnmmïku dk 51 locconmu dk

enmunllhtk{pu- Ch zpnefhomk ïthzk zn{pphot çtpk ck phefht d‟{mk hbkmek n{ d‟{m ukpqoek ln`ock

bïncnehcouï-

Ck en{znmomb 7

Ck en{znm ïthot fh`ot{kccklkmt kmqnyï zhp en{ppokp z{`coeothopk n{ omuïpï dhmu {m lhbhwomk zhzokp un{u

anplk dk z{`coeotï- Oc ah{t doutomb{kp dk{v ehtïbnpoku dk en{znmu- Ck `nm dk pïd{etonm &@P/ zpnznuk ch

pïd{etonm ollïdohtk km ehouuk hcnpu x{k c‟naapk dk pkl`n{puklkmt &NDP/ zpnznuk dk pkmqnykp ch zpk{qk

d‟hefht ê ch lhpx{k haom dk uk ahopk pkl`n{pukp {ctïpok{pklkmt zhp ch lhpx{k- Ck lhpefï d{ en{znmomb kut

dnlomï zhp dk{v hetk{pu# Fobfen kt Unbke- [mk tpæu bpnuuk lhgnpotï dk ck{p efoaapk d‟haahopku kut pïhcouïk

zhp ch bphmdk doutpo`{tonm- Ck dïzcnoklkmt dk c‟k,en{znm h ïtï u{gkt ê {mk `hthocck g{podox{k# cku hetk{pu

hyhmt lou km zchek {mk mnplk DPL d{ Rk`en{znm zpnzpoïthopk kt kvec{uoqk- Ocu nmt aomhcklkmt heekztï

unm {tocouhtonm zhp d‟h{tpku hetk{pu zhp pkuzket zn{p ch enme{ppkmek# un{u ekpthomku enmdotonmu066

- Cku k,

en{znmu nmt zkplou h{v lhpx{ku ê ch anou dk pïhcoukp dku ïenmnloku &c ‟omtkpmh{tk olzpolk c{o,lçlk unm

en{znm/ lhou h{uuo d‟hex{ïpop zc{u dk enmmhouuhmeku ecokmtu- Km kaakt `okm un{qkmt# zn{p n`tkmop unm

en{znm# ck enmunllhtk{p dnot epïkp {m enlztk kt dnmmkp homuo {m ekpthom mnl`pk d‟omanplhtonmu x{o nmt

`kh{en{z dk qhck{p km tkplku dk EPL- Zhp hocck{pu# cku {tocouhtk{pu d‟k,en{znmu dïzkmukmt zc{u x{k ch

lnykmmk- [mk ït{dk pïhcouïk u{p 0:: ::: anykpu Hlïpoehomu zhp Bai h lnmtpï x{‟ocu dïzkmuhokmt 05+ dk

zc{u zhp hefht kt 4?+ dk zc{u zhp hm

06?

- Enmekpmhmt cku naapku zpnlntonmmkccku nmcomk# oc ah{t ïqnx{kp oeo chuneoïtï Bpn{znm- Epïïk zhp {m gk{mk kmtpkzpkmk{p km 0::6# kcck kut h{gn{pd‟f{o kutolïk ê 8; loccohpdu dk

dncchpu kt pï{mot 1#; locconmu dk Aphmâhou tn{u cku lnou- Ck lndæck ïenmnlox{k m‟kut zhu ck en{znmomb# x{o

kut mnplhcklkmt dïd{ot km ehouuk- Bpn{znm zpnznuk {mk pïd{etonm zpov lhou km dklhmdhmt ê uku ecokmtu

dk zhykp km hqhmek- Ck lndæck lïchmbk homuo c‟hefht bpn{zï# ch qkmtk achuf kt c‟naapk cnehck dhmu 02 qoccku

dk Aphmek- Lhcbpï cku epotox{ku kt cku dïah{tu dk ch lïehmox{k# ek ukpqoek h dïlnmtpï d‟{mk zhpt x{‟oc ïthot

znuuo`ck dk epïkp d{ tphaoe qkpu dku `n{tox{ku zfyuox{ku cnehcku kt d‟h{tpk zhpt ch anptk hzzïtkmek dk ekttk

ehtïbnpok d‟hmmnmek{pu d‟omqkutop nmcomk- Ch uneoïtï h chmeï unm hzzcoehtonm ln`ock Bpn{znm Mnr km 0:88

x{o zpnznuk dku naapku achuf dk x{kcx{ku fk{pku# tn{t enllk unm enme{ppkmt Coqomb Uneohc &8 locconmu

d‟{tocouhtk{pu km Aphmek hqke dku naapku dhmu f{ot qoccku/- C‟hefht kut tn{gn{pu kaaket{ï h{zpæu dk Bpn{znm

kt c‟{tocouhtk{p dnot zpïukmtkp unm ln`ock ê ch ehouuk zn{p uk ahopk uehmmkp {m endk `hppk- Zc{u anpt kmenpk#

Bpn{znm un{fhotk lkttpk ê douznuotonm uku `nmu zchmu g{ux{k dhmu ch p{k ( Ck ukpqoek kut douznmo`ck dhmu

tpkmtk `npmku omtkphetoqku dhmu cku p{ku dk Efoehbn0?:

- Ek lndæck d{ en{znm kt dk c‟hefht bpn{zï enmtom{k

uh epnouuhmek lhou dnot enlztkp hqke dku hctkpmhtoqku dobothcku ïbhcklkmt znuotonmmïku u{p ch zpnlntonm kt

ck cnehc# km zpklokp cok{ ck ULU-

062 Chznutk-ap# Lkdohznut hex{okpt Unbke# uzïeohcoutk d{ lhpiktomb zpnlntonmmkc # 8;.80.8: 7 fttz7..`ot-cy.wp;6{? 066 GDM 7 Ck Rk`en{znm dk Fobf En kt Unbke u‟n{qpk ê ch enme{ppkmek# 0? .:1.8: 7 fttz7..`ot-cy.yW2iN8 06? Kt{dk Bai Imnrckdbk Mktrnpiu# 0:: ::: anykpu ït{doïu u{p ;0 uklhomku kmtpk 0:8: kt 0:88# :0.84.:0 7 fttz7..nm-litr-mkt.OFrypm 0?: Pkthocuyutklu-npb#Bpn{znm ch{mefku ionui tn zpnqodk heekuu tn cnehc dkhcu # 0;.:8.80 7 fttz7..`ot-cy.F[vgyN 

Page 35: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 35/50

 

5;Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Ck ULU 7

Ukcnm ch Dopket Lhpiktomb Huuneohtonm# cku aphmâhou zpïaæpkmt ê 4?+ olzpolkp ck{pu `nmu dk pïd{etonm zn{p

hcckp hefktkp dhmu ck lhbhuom zfyuox{k kt 4;+ zpïaæpkmt pkekqnop kt hefktkp nmcomk- Ck ln`ock kut dk zc{u

km zc{u {tocouï kt 04+ zpïaæpkmt dnme pkekqnop {mk naapk dopketklkmt u{p ck{p ln`ock0?8

-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,  

5-0. [mk kvzïpokmek km lhbhuom tphmuanplïk

Cku ecokmtu unmt dk zc{u km zc{u mnlhdku dhmu ck{pu ïx{ozklkmtu# dk{v efoaapku dk c‟ït{dk @khpomb

Znomt . TMU Unapku © Ch pkchtonm ecokmt mnlhdk ¹ zn{p c"occ{utpkp 7 08+ dku ïx{ozïu ulhptzfnmk n{ th`ckttk

m{lïpox{k c"nmt dïgê {tocouï zn{p pïhcoukp {m hefht km cobmk kt 4:+ uk unmt dïgê enmmketïu ê Omtkpmkt km

lhbhuom zn{p enlzhpkp ck{pu omanplhtonmu hqke ekccku d{ qkmdk{p542

- Ck ln`ock omtpnd{ot dhmu c‟kvzïpokmek

d‟hefht {m ekpthom mnl`pk dk znuuo`ocotïu mn{qkccku zc{u n{ lnomu dïqkcnzzïku h{gn{pd‟f{o- Mn{u hccnmu km

ït{dokp x{kcx{ku,{mku dhmu ek efhzotpk-

Cku doaaïpkmtku omtkphetonmu ln`ocku km lhbhuom# q{k zhp BU8 7

0?8 Dlh-npb-{i# Zpnlntomb tn tfk ln`ock enmu{lkp Pkznpt ― 0:88 7 fttz7..`ot-cy.v[uO{_ 542 Tmu,unapku-enl# 6ælk Kdotonm d{ Zndo{l dk ch pkchtonm ecokmt# :6.:1.88 7 fttz7..`ot-cy.FWnogX 

Page 36: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 36/50

 

51Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

5-0-8. Ch enlzhphounm dku zpov

C‟omutot{t hlïpoehom Zkr Pkukhpef h lkmï {mk ït{dk u{p ch zïpondk dk aom d‟hmmïk kt hqhmek x{k

;0+ dku znuukuuk{pu dk tïcïzfnmk c‟nmt {tocouï km lhbhuom# x{k ekch unot zn{p hzzkckp {m hlo# enlzhpkp

cku zpov n{ pkefkpefkp {m hqou546

- Km Aphmek# ek unmt 46+ dku {tocouhtk{pu x{o dïechpkmt {tocoukp ck{p

ulhptzfnmk km znomt dk qkmtk ukcnm enlUenpk54?- Lhtfok{ Lnpbkmuwtkpm# Zpïuodkmt dk Dobothu Aphmek# h

ahot pklhpx{kp cnpu dk ch enmaïpkmek © Nmcomk tn Utnpk ¹ npbhmouïk zhp ch pïbok z{`coeothopk d‟Nphmbk x{‟{m

enmunllhtk{p x{o pkmtpk dhmu {m znomt dk qkmtk m‟kut zc{u hex{ou- Cku ecokmtu unmt dk lnomu km lnomu

un{u c‟oma c{kmek dku qkmdk{pu kt cku th{v dk tphmuanplhtonm zn{pphokmt `houukp phzodklkmt- Dhqod Uthhu# QZ

Lhpiktomb dk Goropk# zkmuk x{k cku mn{qkccku lhmoæpku dk enll{mox{kp dopketklkmt kmtpk cku lhpx{ku kt

cku enmunllhtk{pu zpïukmtkmt {m qpho poux{k dk tphmuanplkp cku lhbhuomu km ufnrpnnl5;:-

Kt{dk Zkr Pkukhpef 7 0;+ dku hlïpoehomu enlzhpkmt ck zpov dku zpnd{otu km lhbhuomu-

C‟ït{dk lnmtpk x{k ch enlzhphounm dku zpov km lhbhuom hqke c‟hodk d‟{m ln`ock kut zc{tôt pïukpqïk h{v

 gk{mku fnllku {p`homu- Mïhmlnomu# c‟{uhbk h dk bphmdk efhmek dk uk pïzhmdpk phzodklkmt ê tn{tku cku

echuuku d‟àbk- Nm enmuthtk x{k lhcbpï ck ahot dk enlzhpkp ck zpov# 5;+ nmt `okm hefktï ck{p zpnd{ot dhmu ck

znomt dk qkmtk enmtpk 8?+ c‟hyhmt aomhcklkmt hefktï nmcomk- Km Aphmek# Dobothu h chmeï pïekllkmt ck

`hpnlætpk dk c‟kvzïpokmek lhpefhmdk enmmketïk- Ekttk ït{dk pïqæck x{k ;:+ dku enmunllhtk{pu

{tocoukmt ck{p ln`ock zn{p ahopk ck{pu en{puku- Zhp hocck{pu# 2:+ dïechpkmt uk pkmdpk km lhbhuom zn{p

hefktkp km cobmk kmu{otk# ek x{o pkmanpek ch ephomtk dk `kh{en{z dk pkuznmuh`cku dk lhbhuom dk dkqkmop

dk uolzcku ufnrpnnlu- Zn{p Qomekmt Dp{b{kt dk Dobothu 7 © cku lhpx{ku x{o bhbmkpnmt dklhom unmt ekccku

x{o unmt hetoqku kt x{o zkmukmt enllkpek enmmketï dæu h{gn{pd‟f{o ¹5;8

- Ck efhcckmbk kut dk thocck# u{ptn{t

x{hmd ekpthomku ït{dku lnmtpkmt ïbhcklkmt x{k cku enmunllhtk{pu zpïaæpkmt {tocoukp ck{p ulhptzfnmk x{k

546 Zkr pkukhpef# Tfk pouk na om,utnpk ln`ock enllkpek # 8 ::: zkpunmmku omtkppnbïku# 5:.:8.80 7 fttz7..`ot-cy.r8lKcv 54? enlUenpk# Ln`oCkmu# tfpkk lnmtf hqkphbk kmdomb Netn`kp 0:885;: Utpkkaobft# 54+ na om,utnpk enmu{lkpu enlzhpk zpoeku nm ln`ock dkqoeku # 8;.:0.80 7 fttz7..`ot-cy.yg:p{f 5;8 K,lhpiktomb-ap# ;:+ dku ln`omh{tku anmt ck{pu en{puk hqke ck{p ulhptzfnmk# 01.:8.80 7 fttz7..`ot-cy.F8zv8B 

Page 37: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 37/50

 

52Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

dk zhpckp ê {m qkmdk{p &Kt{dk Mokcukm . _hfnn/5;0- Cku hzzcoehtonmu dk enlzhphounm dku zpov uk

dïqkcnzzkmt anptklkmt- Mn{u ïqnx{kpnmu oeo uk{cklkmt cku zc{u olznpthmtku-

Oc ah{t `okm ïqodkllkmt eotkp km zpklokp Hlhwnm x{o kut tpæu zpïukmt kt x{o zpnznuk {mk bphmdk un{zckuuk

km tkplku d‟nztonm dk coqphounm- C‟hzzcoehtonm zkplkt dk uehmmkp ck endk `hppk# dk zpkmdpk {mk zfntn n{ dk

ahopk {mk pkefkpefk zhp ch qnov- Aom 0:88# {mk nzïphtonm dk zpnlntonm ê c‟neehuonm dk ch unptok un{u Hmdpnod

dk unm hzzcoehtonm h ahot tpkl`ckp cku kmukobmku- Ch uneoïtï h zpnznuï ê uku ecokmtu {mk pïd{etonm dk ;+

h{v {tocouhtk{pu dk unm hzzcoehtonm © Zpoek efkei ¹ zn{p tn{t uehm d‟{m zpnd{ot km lhbhuom aomhcklkmt

hefktï dhmu cku 04f u{p Hlhwnm- Mnm uk{cklkmt c‟nzïphtonm h ahot ch zpnlntonm dk c‟hzzcoehtonm lhou h

zkplou ïbhcklkmt dk pïenctkp dku dnmmïk u{p cku zpov zphtox{ïu zhp cku lhbhuomu zfyuox{ku- Cku

kmukobmku nmt `okm u{p qoqklkmt pïhbo ehp kccku nmt g{bï ch zphtox{k hmto,enme{ppkmtokcck# ch utp{et{pk dk enùt

d‟{m z{pk zchykp m‟hyhmt pokm ê qnop hqke {m lhbhuom zfyuox{k# cku zp ov zphtox{ïu unmt tpæu un{qkmt

omaïpok{pu- Hlhwnm h k{ tpæu lh{qhouk zpkuuk lhou unm hzzcoehtonm u‟kut homuo ahot enmmhítpk zhp dku loccokpu

dk mn{qkh{v enmunllhtk{pu‡Zkmdhmt ek tklzu,cê# {mk hzzcoehtonm dk pkefkpefk zhp pïhcotï h{blkmtïk

h q{ ck gn{p dhmu c‟Hzzck utnpk 7 © Acnr Znrkpkd `y hlhwnm ¹- Zc{u `kunom dk uehmmkp ck endk `hppk n{ dk

zpkmdpk {mk zfntn# oc u{aaot dk u{pqnckp ck zpnd{ot hqke unm tïcïzfnmk zn{p qnop hzzhphítpk km u{polzpkuuonm

ck zpov zphtox{ï u{p Hlhwnm5;5

-

C‟hzzcoehtonm ufnzuhqqy kut c‟{mk dku zc{u enmm{ku- Unm EKN Hckvhmdkp L{uk zhpck d‟hplkp cku

enmunllhtk{pu hqke zc{u d‟omanplhtonmu haom ck{p zkplkttpk dk pïhcoukp zc{u d‟ïenmnloku- Cku 0: locconmu

d‟{tocouhtk{pu dk c‟hzzcoehtonm dïechpkmt ïenmnloukp 0;$ zhp tpolkutpk- Ufnzuhqqy naapk ch znuuo`ocotï dk

uehmmkp {m zpnd{ot n{ dk ck zpkmdpk km zfntn km lhbhuom haom dk chmekp {mk enlzhphounm dk zpov- Cku zpov

unmt enlzhpïu hqke cku doutpo`{tk{pu nmcomku lhou h{uuo hqke d‟h{tpku kmukobmku zfyuox{ku- C‟hzzcoehtonmzkplkt lçlk dk qnop uo ck zpnd{ot kut kmenpk km utnei kt d‟hzzkckp ck lhbhuom km x{kutonm km {m ecoe- Ch

enll{mh{tï kut olznpthmtk kt cku {tocouhtk{pu epïkmt qncnmtokpu ch aoefk d‟{m zpnd{ot zhu kmenpk zpïukmt n{

y hgn{tk dku hqou kt dku enllkmthopku- Lhou c‟hzzcoehtonm qh zc{u cnom 7 ekpthomku kmukobmku &@kut @{y#

Ukhpu/ nmt heekztï dk gn{kp ck gk{ dk ch enlzhphounm kt heekztkmt dk `houukp ck zpov uo {m enmunllhtk{p

tpn{qk lnomu efkp u{p c‟hzzcoehtonm- Efhx{k kmukobmk zk{t znukp uku enmdotonmu- Bïmïphcklkmt# ch

enlzhphounm kut heekztïk {mox{klkmt hqke d‟h{tpku © ecoe hmd lnpthp ¹ kt mnm hqke dku z{pku zchykpu

enllk Hlhwnm-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,  

5;0 Un{pek Mokcukm . _hfnn © Ln`ock ufnzzomb aphlkrnpi ut{dy ¹ Ghm{hpy 0:88 hmd cobftuzkkd pkukhpef anp Heekmt{pk# G{mk 0:8:5;5 Enll{mox{ï dk zpkuuk# Acnr Znrkpkd ̀ y Hlhwnm Hzz# :0.88.88 7 fttz7..`ot-cy.F82pyX 

Page 38: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 38/50

 

56Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

5-4. Qkpu c‟nlmoehmhc

Pïacïefop h{ `n{ckqkpuklkmt x{‟hlæmk ck ln`ock dhmu ch doutpo`{tonm hlæmk anpeïlkmt h{v

pïackvonmu km en{pu u{p ck epnuu,ehmhc- Ekttk mntonm kut hzzhp{k dkz{ou x{kcx{ku tklzu zn{p ïqnx{kp cku

uymkpboku kt ch pïackvonm bcn`hck x{k cku lhpx{ku kt cku kmukobmku dnoqkmt hqnop dæu x{‟kccku nmt zc{uok{pu

ehmh{v dk doutpo`{tonm- Nm zhpck hcnpu dk doutpo`{tonm l{ctoehmhc- Ukcnm c‟kmx{çtk –@hpnlætpk [DH LD

Kvzn“# ck l{ctoehmhc kut zcï`oueotï zhp cku dopketk{pu lhpiktomb# kt 8?+ anmt dïgê dku hetonmu dk lhpiktomb

dopketk omec{hmt ck naa# ck nmcomk kt ck ln`ock452

- Hpmh{d Rokcb{u# dopketk{p omtkpmkt efkw Enmanphlh omdox{k

x{k 4:+ dku qouotk{pu d{ uotk dk c‟kmukobmk zpïzhpkmt ck{p hefht u{p omtkpmkt hqhmt dk tkplomkp c‟hefht km

znomt dk qkmtk zfyuox{k- Mk{a ey`kphefktk{pu u{p dov pkefkpefkmt h{ lnomu {m tyzk dk zpnd{otu km cobmk

hqhmt dk c‟hefktkp km lhbhuom kt zc{u d‟{m hefktk{pu u{p dk{v h tkmdhmek ê pkefkpefkp h{ lnomu {m tyzk

dk zpnd{ot km lhbhuom hqhmt dk c‟hefktkp u{p omtkpmkt456

- Ck ln`ock pkmanpek eku uymkpboku dk lhmoæpk

ïqodkmtk- Np eku doaaïpkmtu uocnu nmt dku npbhmouhtonmu kt dku enmtphomtku doaaïpkmtku x{o mk aheocotkmt zhu ch

louk km zchek dk uymkpboku- Ch uot{htonm kut d‟h{thmt zc{u enlzcox{ïk zn{p cku kmukobmku hyhmt {m pïukh{dk aphmefouku- Ck uotk omtkpmkt kt ck ln`ock dhmu eku ehu zpïeou zk{qkmt u‟hqïpkp dk qphou n{tocu dk

enll{moehtonm zpnd{otu kt d‟hodk ê  ch qkmtk zn{p c‟omtïbphcotï d{ pïukh{- Tn{t {m efhe{m h zpn`h`cklkmt

dïgê qïe{ c‟kvzïpokmek dïuhutpk{uk d‟hefktkp {m zpnd{ot dhmu {m znomt dk qkmtk kt dk qn{cnop kaaket{kp {m

ïefhmbk dhmu {m h{tpk znomt dk qkmtk dk ch lçlk kmukobmk- Ekttk kvzïpokmek dïtp{ot ch pkchtonm ecokmt kt ch

aodïcotï ê {mk lhpx{k- Ch mntonm dk epnuu ehmhc dïuobmk cku uymkpboku znuuo`cku kmtpk cku ehmh{v kt oc y h

kmenpk `kh{en{z ê ahopk- C‟kmgk{ kut olznpthmt ehp hqnop {mk zpïukmek ê ch anou nmcomk kt naacomk kut

 g{utklkmt ek x{k m‟nmt zhu kmenpk cku z{pk zchykpu- Ocu y pïacïefouukmt `okm uùp- H{,dkcê d‟n{qpop dku znomtu

dk qkmtk# eku hetk{pu unmt dïgê zpïukmtu dhmu ch znefk dku enmunllhtk{pu lhou mk uk enmtkmtkmt zhu dk

ekch- Hlhwnm h hmmnmeï x{‟oc chmâhot dku efæx{ku ehdkh{ dhmu 4 ::: znomtu dk qkmtk km Aphmek# `{pkh{v

dk th`he kt enllkpeku dk zpnvolotï45?

- Ch uneoïtï Tnzzu u‟hzzpçtk ê enllkpeohcoukp km Aphmek cku

Ahek`nni epïdotu h{v ehouuku dku bphmdu lhbhuomu- Cku doutpo`{tk{pu tphdotonmmkcu m‟nmt zhu ck efnov kt

dnoqkmt tpn{qkp eku uymkpboku- E‟kut ch zpkloæpk ïthzk-

Ck ln`ock kt cku zpnanmdu efhmbklkmtu d‟httot{dku efkw cku enmunllhtk{pu x{‟oc hlæmk hqke c{o# pkznuk ch

x{kutonm dk ch uymkpbok dku ehmh{v dk lhmoæpk zc{u anptk x{k mk c‟h ahot omtkpmkt dkz{ou 8: hmu- Ch

enmqkpbkmek d{ enllkpek tphdotonmmkc kt d{ k,enllkpek zhuuk zhp {mk tphmuanplhtonm dku hetk{pu dk ch

doutpo`{tonm- Ch akqhd# hqke ck un{tokm d{ Lomoutæpk dk c‟ïenmnlok# h z{`coï {m coqpk `chme omtot{cïk © 0:0:# ch

aom dk c‟k,enllkpek ¹- Ck totpk qncnmtokpu zpnqnehtk{p lkt `okm km ïqodkmek c‟kmgk{- © Ch aom dk c‟k,

enllkpek# e‟kut dnme h{uuo ekcck d{ enllkpek zfyuox{k tkc x{‟nm ck zphtox{k h{gn{pd‟f{o ¹ mn{u dot

Ehtfkpomk @hp`h- Enllkmt lkttpk km ŕ{qpk {mk tkcck l{thtonm > Enllkmt cku kmukobmku kt cku lhpx{ku

zk{qkmt,kccku pïznmdpk h{ `kunom d‟kvzïpokmek {moaoï dku enmunllhtk{pu > Ck tphmuehmhc n{ c‟nlmoehmhc

kut ekt fnpownm qkpu ckx{kc cku lhpx{ku dnoqkmt hcckp x{o zkplkttph h{v enmunllhtk{pu dk qoqpk {mk

kvzïpokmek poefk kt {moaoïk x{kc x{k unot ck ehmhc d‟omtkphetonm 7 znomt dk qkmtk# lïdoh kt dobothc- Ck lnt

d‟kthocomb h ïtï ïqnx{ï zn{p dïepopk c‟hccohmek d{ enllkpek kt dk c‟k ,enllkpek- Nm kmtkmd ïbhcklkmt

452 @hpnlætpk [DH LD Kvzn 0:88# fttz7..ucodkufh-pk.wco5eB 456 Ihmthp# Nmcomk ufnzzkp omtkccobkmek# 4ælk tpolkutpk 0:88# fttz7..`ot-cy.O0Whk1 45? Apkmefrk`-ap# [z!Mkt chmek ck efæx{k ehdkh{ Hlhwnm dhmu 4::: znomtu dk qkmtk # 81.:0.80 7 fttz7..`ot-cy.Od[{gi 

Page 39: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 39/50

 

5?Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

zhpckp dk © ukhlckuu lhpiktomb ¹ zn{p dïuobmkp {mk hzzpnefk uhmu p{zt{pk dk ehmhc- C‟odïk pkutk ch

lçlk 7 lkttpk ck ecokmt h{ ekmtpk# ehp c{o mk ahot zhu dk doaaïpkmek kmtpk cku ehmh{v-

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ,,,,,,,,,,,

Tïcïefhpbkw ch qkpuonm enlzcætk zn{p copk ch u{otk dk ek efhzotpk

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,  

Page 40: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 40/50

 

4:Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Enmec{uonm

Mn{u unllku ê {m lnlkmt ecï dk c‟k,tphmuanplhtonm dk ch uneoïtï- C‟omqkmtonm d{ pïukh{ omtkpmkt h

znuï cku `huku d‖{mk æpk mn{qkcck- Dkz{ou ch epïhtonm d{ zpklokp mhqobhtk{p km 8??5 zkplktthmt c‟kuunp d{

rk`# omtkpmkt mk ekuuk dk tphmuanplkp mntpk lhmoæpk dk enmunllkp# dk u‟omanplkp kt dk uneohcoukp- Ch

qotkuuk kut {mk dku n`ukuuonmu dk Bnnbck x{o tphqhocck d‟hpphefk zokdu zn{p pïznmdpk ck zc{u qotk znuuo`ck

ê mnu dklhmdku- Cku pkchtonmu uneohcku unmt cku anmdklkmtu dk c‟huekmuonm a{cb{phmtk dk Ahek`nni x{ o km

ahot unm lndæck ïenmnlox{k- Hzpæu {m rk` ekmtpï u{p c‟omdkvhtonm dk zhbku# ck bphzf uneohc h pklou

c‟omtkpmh{tk h{ eŕ{p d{ rk`- Dkz{ou ck zpklokp ln`ock bphmd z{`coe ck @o,@nz chmeï km 8??8 kt ck

chmeklkmt dk c‟oZfnmk km 0::2# oc mk u‟kut zhuuï x{‟{mk x{omwhomk d‟hmmïk- Hzzck h heeïcïpï dk lhmoæpk

zfïmnlïmhck c‟kuunp dku ulhptzfnmku u{p ck lhpefï- Mn{u unllku dïunplhou dhmu {mk æpk Znut ,ZE nÿ

ck ln`ock kut ck efkqhc dk Tpnok d{ lnmdk dobothc dhmu ck lnmdk zfyuox{k- Hzpæu hqnop cnmbtklzu ïtï km

nzznuotonm apnmthck# ck lnmdk qopt{kc kt ck lnmdk pïkc uk pïenmeocok bpàek h{ ln`ock- C‟kmbn{klkmt kt

c‟hdnztonm lhuuoqk dku enmunllhtk{pu zn{p cku ulhptzfnmku kut ck lntk{p dk ek ln{qklkmt- Ck

lhpiktomb kut mï d{ zhuuhbk d‟{m lhpefï zk{ enme{ppkmtokc `huï u{p c‟n aapk ê {m lhpefï `huï u{p ch

dklhmdk nÿ ck `kunom dk doaaïpkmeohtonm dku lhpx{ku kut dkqkm{ qothck- Dkz{ou cnpu# cku lhpx{ku unmt

unllïku dk u‟hdhztkp ê ck{pu ecokmtu# ê ck{p dklhmdk kt d‟çtpk zpïukmt cê nÿ ocu uk tpn{qkmt- Ocu uk tpn{qkmt

h{gn{pd‟f{o u{p ck{p ln`ock- Ck th{v dk zïmïtphtonm dku ulhptzfnmku enllkmek ê dïzhuukp cku ;:+ ukcnm

cku zhyu kt dk zc{u km zc{u dk uotku omtkpmkt qnokmt ch zhpt d{ ln`ock dhmu ck{p tphaoe zhuukp ch `hppk dku

8:+- Ck lhpefï dku hzzcoehtonmu h n{qkpt {mk `pæefk kt h ïd{x{ï cku enmunllhtk{pu ê zhykp u{p ck

ln`ock- Lhou ekch m‟h ïtï x{k ch zpkloæpk ïthzk d‟{m ln{qklkmt zc{u chpbk- Ck enllkpek dk `okmu

zfyuox{ku u{p ck ln`ock kt c‟{tocouhtonm d{ ln`ock dhmu cku znomtu dk qkmtku kut dïgê {mk pïhcotï-

Ch pïqnc{tonm km en{pu kut `okm zc{u olznpthmtk x{k cku 0+ dk efoaapk d‟haahopku d{ k,enllkpek pïhcouïu zhp

ck ln`ock &un{pek 7 Akqhd/- Cku efhmbklkmtu dk enlznptklkmt kt d‟fh`ot{dku x{k ck ln`ock omd{ot efkw cku

enmunllhtk{pu unmt zpnanmdu- Ch mntonm d‟HTHRHD pkacætk `okm ekttk httkmtk anptk dk zn{qnop

enll{mox{kp hqke cku lhpx{ku dk lhmoæpk ac{odk kt uhmu apnmtoæpk- Ck ln`ock hzznptk ch cnehcouhtonm kt

c‟omuthmthmïotï# km d‟h{tpku lntu# c‟kuzhek kt ck tklzu- Aphmeou Zouhmo zhpck ln`ox{otï zn{p ïqnx{kp ek

ukmtolkmt d‟{`ox{otï kt d‟ollïdohtktï x{‟hzznptk ck ln`ock- Ck ln`ock pkmd ehd{x{k ch doutometonm kmtpk ck

enllkpek naacomk kt nmcomk- Cku lhpx{ku kt cku kmukobmku nmt ck efnov d‟omqkutop h{gn{pd‟f{o zn{p çtpk

hetk{p dk ekttk tphmuanplhtonm dk mntpk ïenmnlok- Oc u‟hbot d‟heenlzhbmkp ck{pu ecokmtu dhmu ck{p ln`ocotïzn{p d‟{m zhpt uhouop dk mn{qkccku nzznpt{motïu dk `{uomkuu kt u{ptn{t mk zhu u{`op cku kaaktu dk `npdu

mïbhtoau dk c‟kmtpïk d{ dobothc dhmu cku znomtu dk qkmtk- Uo kccku chouukmt cku uthpt,{zu kt cku bïhmtu d{ rk`

zpkmdpk ekttk zchek# kccku ukpnmt pkchyïku h{ uolzck pôck d‟hmmnmek{p u enllk e‟kut ck ehu h{gn{pd‟f{o u{p 

omtkpmkt u{p cku anp{lu# cku lïdohu kt cku enlzhphtk{pu dk zpov- [mk anou enmqhome{ dk ekttk pïhcotï#

enllkmt ck dobothc zk{t,oc çtpk omtïbpï dhmu lh utphtïbok lhpiktomb kt enllkpeohck> Gnfm LheEhptfy#

hmhcyutk efkw Anpkutkp# ïqnx{k c‟olznpthmek d‟omtïbpkp ck ln`ock dhmu uh utphtïbok lhpiktomb lhou h{uuo h{

eŕ{p d{ uyutælk d‟omanplhtonm- Cku DUO dkqpnmt pkmanpekp ch uïe{potï dku dnmmïku pïenctïku kt cku ïx {ozku

lhpiktomb u‟huu{pkp dk ck{p `nm {uhbk- Ch enmaodkmtohcotï dku dnmmïku kut {m ïcïlkmt ekmtphc dk c‟kuunp 

dku ukpqoeku ln`ocku- Ch z{`coeotï enlznptklkmthck u{p omtkpmkt enmmhot {mk anptk epnouuhmek lhou kut

pïb{coæpklkmt enmtkutï# qnop lkmheï- Ahek`nni pkzn{uuk zktot ê zktot cku colotku dk ch qok zpoqïk# hqke

Page 41: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 41/50

 

48Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

zhpanou dku hcckpu kt pktn{pu- Ck ln`ock h ch ehzheotï d‟hlkmkp ch zkpunmmhc ouhtonm kt ck enlznptklkmthck ê

{m moqkh{ ghlhou q{ bpàek h{v dnmmïku dk cnehcouhtonm kt dk tphmuhetonmu lnmïthopk- Ck lhpefï dhmu unm

kmukl`ck dnot u‟h{tnpïb{ckp - H efhe{m d‟çtpk pkuznmuh`ck haom d‟ïqotkp {m uehmdhck dk tpnz x{o apkomkpho ek

anplodh`ck zntkmtokc zn{p zc{uok{pu hmmïku# qnop dïekmmoku- Gnfm Dnmhfnk# ck EKN d‟k@hy# kutolk x{k ck

ufnzzomb kt ck zhoklkmt qnmt çtpk olzhetïu zhp ch tkefmncnbok dk ch lçlk lhmoæpk x{‟kcck h olzhetï cku

lïdohu dkz{ou ; hmu44?

- Oc kutolk x{k u{p ch tnthcotï dku tphmuhetonmu d{ enllkpek zfyuox{k# ;:+ nmt ïtï

omac{kmeïu ê {m lnlkmt dnmmï zhp ck dobothc- Tol N‟Pkoccky h anpl{cï ch mntonm dk Rk` 0-: km 0::4 zn{p 

dïepopk c‟ïlkpbkmek dk ch qnov dk c‟omtkpmh{tk kt dk ch qhb{k uneohc- Oc ukl`ck ïqodkmt x{k ck Rk` 5-: m‟h{ph

zhu cok{- Zn{p ch uolzck kt `nmmk phounm x{k ch zpnefhomk p{zt{pk h{ph cok{ dhmu ck lnmdk pïkc- [m lïchmbk

dk rk` uïlhmtox{k# dk `ob dhth# d‟omtkccobkmek hptoaoeokcck kt d‟n`gkt enmmketï- Km 0::?# ck Rk` 0-: U{llot

zhpchot dk rk` ux{hpkd &ck rk` h{ ehppï n{ h{blkmtï/- D‟{m znomt dk q{k `{uomkuu# hzpæu c‟hqæmklkmt d{

enllkpek u{p omtkpmkt# c‟hppoqïk d{ dobothc dhmu ck znomt dk qkmtk zn{uuk cku lhpx{ku kt ck{p u hbkmek dhmu

ck{p pktphmefklkmt- Cku uymkpboku kmtpk cku lïtokpu kt cku uocnu g{ux{k,cê olzkplïh`cku dkqokmmkmt qothcku

zn{p cku lhpx{ku kt httkmd{ku zhp cku enmunllhtk{pu- Ck ln`ock kut {m dku ïcïlkmtu ekmtph{v dk ekttk

mn{qkcck pïhcotï ïenmnlox{k x{k mn{u hzzkcnmu ck ufnzzomb 5-:- Dhmu ek mn{qkh{ lnmdk ck lnt lçlk dk

dobothc qh dkqkmop n`uncætk tn{t enllk ck lnt ïcketpoeotï# mn{u dot Lhomhpdn Dk Mhpdou# EKN d‟NLD4;:

- Ch

pïhcotï h{blkmtïk# cku c{mkttku Hmdpnod dk Bnnbck kt ck zpngkt dk enllhmdk qnehc UOPO d ‟Hzzck km unmt dk

`kccku occ{utphtonmu- Uhmu echqokp kt uhmu ïephm# nm omtkphbot hqke ck lnmdk uhmu hqnop ê zkmukp ch mntonm dk

dobothc- Eku ïqnc{tonmu lhgk{pku unmt cku zpnefhomu dïaou x{k cku lhpx{ku dkqpnmt ê pkckqkp# dhmu {m hqkmop

zpnefk- Ck ln`ock kt c‟nlmoehmhc unmt cku znptku d‟kmtpïku dk ek mn{qkh{ lnmdk- 

44? K`hyomi yn{t{`k efhmmkc# Gnfm Dnmhfnk ht EKU 0:80# 80.:8.80 7 fttz7..`ot-cy.ybilqC 4;: Omtkpqokr dk Lhomhpdn dk Mhpdou# EKN d‟NLD zhp OMac{kmeoh# 0:88 7 fttz7..`ot-cy.O4AOd@ 

Page 42: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 42/50

 

40Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

@o`conbphzfok

Un{pek cottïphopk 7 

  Enllkmt ck rk` efhmbk ck lnmdk# Aphmeou Zouhmo kt Dnlomox{k Zontkt# 0:88# Zkhpunm  Ch cnmbk tphímk 7 Ch mn{qkcck ïenmnlok kut cê 7 Efpou Hmdkpukm# lho 0::2# Qocchbk Lnmdohck  Ch mk{tphcotï d‟omtkpmkt# Moenchu E{pokm kt Romutnm Lhvrkcc# Aïqpokp 0:88# Ch dïen{qkptk  Ch lïtfndk Bnnbck# Gkaa Ghpqou# G{occkt 0::?# Kdotonmu Tïcïlhx{k  Ch bphmdk enmqkpuonm m{lïpox{k# Loch Dn{kofo  Ck lhpiktomb ln`ock dk Ah`okm Coïmhpd kt Acnpkmek Ghen`# 0::?# Kdotonmu D{mnd  Zkplouuonm Lhpiktomb# Uktf Bndom# 0

ælkïdotonm 0:88# Lhvolh Ch{pkmt d{ Lkumoc ïdotk{p

  Pkckqkp ck dïao d{ rk` ln`ock 7 Aphmânou Dhn{ut kt Dnlomox{k Fhwhéc,Lhuuok{v# Ghmqokp 0:88 KdotonmuKypnccku#

  U{p cku tpheku dk @ob @pntfkp# Hchom Ckqy# 0:8:# C‟ïdotk{p 

  Tn{t m{ u{p ck rk`# Gkaa Ghpqou# 0:80# Zkhpunm

Pkq{k kt z{`coehtonmu zpnakuuonmmkccku 7

Omtkpmkt Lhpiktomb 0:80# K@B Ck lhpiktomb ln`ock# OH@ Aphmek# Ghmqokp 0:80 Ck B{odk d{ lhpiktomb ln`ock# HALL# Kdotonm 0:8: Ukpqoeku ln`ocku# ch p{zt{pk ( HEUKC# 0:80 Ch aom d{ k,enllkpek# Akqhd 0:88

Zpomeozhcku un{peku d‟ït{dku dk lhpefï kt dk uthtoutox{ku7

ODE# Bhptmkp# ODHTK# Omtkpmkt Rnpcd Utht# BAI# oU{zzco# Anppkutkp# IZLB# Dkcnottk# enlUenpk Dhthlomk#TMU Douenqkp Ln`ock Coak# N{pln`ock Zchmkt# Huylen# @{uomkuuOmuodkp# Bnnbck# Doutoln# Ac{ppy#

kenmu{cthmey# Zkr Pkukhpef# Ekmtpk anp Ekmtphck Pkukhpef# HALL# Dopket Lhpiktomb Huuneohtonm‡ 

C‟omtïbphcotï dk lku un{peku d‟omanplhtonmu kut douznmo`ck ê c‟hdpkuuk u{oqhmtk 7

fttz7..qomekmttkuuokp-ap.tfkuk,zpnakuuonmmkcck.un{peku.  

Page 43: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 43/50

 

45Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Kmtpktokmu

G‟ho k{ ck zchouop d‟ïefhmbkp u{p ek u{gkt zhuuonmmhmt hqke cku zpnakuuonmmkcu u{oqhmtu 7

Hcoek Fkmpy# Uhcku lhmhbkp K{pnzk# Omln`o

H{pïcok Ch`nmmk# Enll{moty lhmhbkp# Ufnzlo{l

H{dk Zkpdpokc,Qhouuoæpk# En,anmdhtpoek dk Cnddoku kt Urkckm

  @kptphmd Gnmx{nou# anmdhtk{p dk c‟hbkmek BN UFNZ# hdlomoutphtk{p ê ch LLH kt en,npbhmouhtk{p

dku Ln`ock Lnmdhy

Acnpkmek Ghen`# h{tk{p d{ coqpk Lhpiktomb Ln`ock h{v ïdotonmu D{mnd

  Fkpqï Zhpokmto# Anmdhtk{p dk c‟hbkmek Cku M{hbku 

Boccku @hp`okp# anmdhtk{p dk Doulnonÿ

  Lhbhcok Whaolkfy# Efka dk zpnd{ot ln`ock @MZ Zhpo`hu# h{gn{pd‟f{o rk`lhpiktomb lhmhbkp efkw

Hchom D{ehuuk

Lhpe @kmfhol# Efka dk zpngkt ln`ock# BU8

  Moenchu Znptk{v# ETN dk c‟hbkmek Hoprk` 

Ncoqokp Ph{uuom# Fkhd na _n{t{`k Douzch{# Bnnbck-

Pkmh{d Lkmkpht# en,anmdhtk{p dk c‟hbkmek [ukpHDbkmt

Uthmouchu Enobmhpd# Dopketk{p huuneoï dk Lhpqkccn{u . Oun`hp

_hmm Ehuhmnqh# Anmdhtk{p Aodhcc

Ch pktphmuepoztonm dk c‟kmukl`ck dku kmtpktokmu kut douznmo`ck ê c‟hdpkuuk u{oqhmtk 7

fttz7..qomekmttkuuokp-ap.ehtkbnpy.tfkuk,l`h.omtkpqokru.  

Page 44: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 44/50

 

44Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvku

Hmmkvk 8 7 Ck eolktoæpk dku zchtkanplku

Page 45: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 45/50

 

4;Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvk 0 7 Tnz 8: 0:88 `y Doutoln

Hmmkvk 5 7 Pïukh{v tïcïzfnmox{k

Page 46: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 46/50

 

41Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvk 4 7 Ck u{eeæu a{cb{phmt dk c‟oZfnmk 

Hmmkvk ; 7 Cku zchtkanplku kt ck{pu chmbhbku

Page 47: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 47/50

 

42Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvk 1 7 Aphlkrnpi cku zc{u {tocouïu

Page 48: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 48/50

 

46Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvk 2 7 Ck pïaïpkmtokc dk bkut{kccku ê dk{v dnobtu dk C{ik Rpn`ckruio

Page 49: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 49/50

 

4?Qomekmt TKUUOKP Ch pïqnc{tonm ln`ock# qkpu ck ufnzzomb 5-: >

Hmmkvk 6 7 Hzz utnpk `y Doutoln

Page 50: La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

7/23/2019 La révolution mobile, vers le shopping 3.0? Thèse MBA Vincent Tessier

http://slidepdf.com/reader/full/la-revolution-mobile-vers-le-shopping-30-these-mba-vincent-tessier 50/50

 

Hmmkvk ? 7 Th`ckh{ dk `npd hmhcytoeu d‟{m cok{ u{p An{pux{hpk