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Workshop on Omni-channel retailing on the 20th of October, 2017 organized b...

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Roubaix

651 avenue des nations unies

59100 Roubaix

France

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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 omnichannel 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.

09:30 Welcoming of participants

10:00 Introduction of the workshop

Isabelle Collin-Lachaud (Professeur, IMMD, MERCUR, Université de Lille)

Nathalie Demoulin (Associate Professeur, IESEG 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, IESEG 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"

12:45 Lunch

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?

15:30 Coffee break

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

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Roubaix

651 avenue des nations unies

59100 Roubaix

France

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