Experience and point of sale
Aesthetic aspect of the point of sale
This area of research covers the most recent developments in the field of luxury products and the retail strategy of a certain number of companies. The retail strategy must take into account two different components: on the one hand, control of the value chain in order to gain competitive advantage in a sector which is becoming more and more concentrated, and on the other, the desire for emotion and aesthetic experience expressed by consumers of luxury products;
The spiritual dimension of a consumption experience is based on the analysis of situational factors, more specifically, those inherent in the point of sale and its organisation. The aim is, on the one hand, to understand what a spiritual consumption experience may represent for consumers and, on the other, to establish how producers, brand managers, retailers and designers can create environments which favour the emergence of a spiritual consumption experience;
The authenticity dimension is studied in relation to products, brands, tourist sites and consumption experiences.The aim of the research at the point of sale is to determine the most persuasive authentication processes (for example,labelling, lay-out of the selling area, sales sta¢ pitch, information given on site);
Assortment and point of sale. Concepts covered: perception of variety, perception of the organisation, breadth anddepth of the assortment, assortment and children.
Communications récentes soumises à comité scientifique
Camus, S. (2009), L'authenticité d'un site touristique et ses influences sur le touriste, Conférence Internationale eCommerce, ePaiements et Applications, Marrakech.
Piris, Y. (2007), Une étude des effets isolés de la largeur et de la profondeur d'un assortiment sur la perception de la variété, 10ème Colloque Etienne Thil, La Rochelle.
Camus, S. (2007), La marque authentique. Approche cognitive et expérientielle à partir de la littérature, des pratiques commerciales et des discours de consommateurs, VIèmes Journées Normandes de la Consommation, Rouen.
Piris, Y., Dubois, P.L. & Laurent, G. (2007), Une étude exploratoire de la perception du consommateur confronté à un assortiment de produits, 23ème Congrès International de l'Association Française de Marketing, Aix-les-Bains.
Publications récentes soumises à comité scientifique
Godey, B., Lagier, J. & Pederzoli, D. (2009), A measurement scale of ''aesthetic style'' applied to luxury goods stores, International Journal of Retail and Distribution Management, vol. 37 (6), 527-537.
Camus S. & Poulain M. (2008), La spiritualité : émergence d’une tendance dans la consommation, Revue Management & Avenir, N° 19, p. 72-90.
Camus S. (2004), Proposition d’échelle de mesure de l’authenticité perçue d’un produit alimentaire, Recherche et Applications en Marketing, N° 19, 4 , p. 39-63.
Contributions à ouvrages collectifs
Camus S. & Dupuis M. (2005), A l'écoute des consommateurs et des tendances du marché, in La distribution : Stratégies de groupes et marketing des enseignes, Pearson Eductaion.