Workshop on Omni-channel retailing

Workshop on Omni-channel retailing

October, 20th 2017

Organized by IÉSEG School of Management and IMMD

In a context where mobile use exceeds PC use, retailers offer to their customers many channels through which they can interact and shop.
Online, mobile and in-store experience are no longer considered by customers as separate channels.
The challenge for retailer is to integrate brick-and-mortar, mobile and desktop experiences to provide a seamless omni-channel experience.

During this workshop, we will welcome keynote speakers such as Peter VERHOEF and Lanlan CAO as well as doctoral candidates conducting research on omni-channel in retailing.

The participation to the workshop is free but you must register.

Program – 20th october 2017

09:30 Welcoming of participants

10:00 Introduction of the workshop

Isabelle COLLIN-LACHAUD (Professeur, IMMD, MERCUR, Université de Lille)
Nathalie DEMOULIN (Associate Professeur, IÉSEG School of Management, LEM)

10:15 Session 1

Keynote speaker, Peter VERHOEF, Professor of Marketing, University of Groningen Multi-channel Research: Where are we and where do we go to?

11:15 Session 2

1. Helen COCCO, PhD candidate, IÉSEG School of Management, LEM Conceptualization and measurement of the shopping experience in an omni-channel context
2. Guillaume DO VALE, PhD candidate, University of Lille, LSMRC-MERCUR, LEM Operating an omni-channel transformation: effects on retailers business models

14:00 Session 3

1. Huan LIU, PhD candidate, University of Groningen The effect of mobile channel usage on purchase behavior: A study for a Chinese online health retailer
2. Thiphaine CHAUTARD, PhD candidate, University of Lille, LSMRC-MERCUR “Once upon a time, the omni-channel transition”: how retailers use internal storytelling to promote readiness to change?

15:50 Session 4

Keynote speaker, Lanlan CAO, Associate Professor in Marketing, NEOMA Business School “Stock Market’s Responses to Retailers’ Search-, Purchase-Related, or Hybrid Mobile Channel Additions”

16:50 Cocktail and end of the workshop