E-Commerce Vs Retail. The importance of shifting from a product-centric to a customer-centric approach: customer experience as a strategic priority and a key driver of value for companies.

Abstract

This paper emphasizes the importance for companies in today’s world to adopt a customer-centric approach that puts customers and their needs at the center of the strategy. Considering the multiplication and greater complexity of touch points through which customers can get in contact and interact with firms, and the rise of a more empowered and demanding customer, delivering seamless and innovative customer experiences is presented as a key driver of value. This is demonstrated by examining successful strategies and practices implemented by companies in various industries, from retail to public libraries. The concept is then further strengthened by analyzing in depth L’Oréal’s approach to customer experience and a representation of the Group’s commitment to enhancing it: the Salon E-motion transformation program launched in 2015 to “re-enchant the client’s emotional journey” in the professional beauty industry.