How could experiential marketing be the future of French convenience stores? : The implication of experiential marketing on customer consumption

Abstract

The aim of this Master’s Thesis is to study the overall atmosphere of retailers and to analyse the relationships between them and their customers. In a fast-moving environment more and more challenged by new competitors and the amount of retailers existing, the evolution and transformation of supermarkets became unavoidable. Is the experiential marketing the supermarket of tomorrow? Then how could experiential marketing improve the results of French supermarkets or convenience stores? And what would be the implication of Experiential Marketing on Customer Consumption? This is what this Master’s Thesis tries to find out.