The impact of new technologies on online sales
Bentejac, Louis (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060815107
https://urn.fi/URN:NBN:fi:amk-2021060815107
Tiivistelmä
PEAK Sport is a brand very well known for its basketball products. It is a brand implemented in various countries and which is very well known all over the world thanks to its ambassadors composed of former and current NBA players such as Tony Parker or Lou Williams. On the French market, the brand is selling its products to B2C and B2B customers through two different channels. However, as the market is becoming more and more competitive with the arrival of new brands, PEAK is looking for innovative and original ideas or tools to first, keep its position within the market and second, to improve and strengthen its relation and link with its customers.
As the brand was looking for innovative tools, it invested in Augmented Reality with 3D scans and 3D filters with two objectives in mind: improve the conversion rate, so the sales, and increase its brand awareness on social networks. As these were the two objectives of the brand, it is the objective of the thesis as well to determine what is the impact of these tools on the sales and the brand awareness after a few months of implementation. The goal is to end up with an answer for both objectives as well as with solutions to change things if needed.
The research has mainly been conducted with the descriptive research which helped as it is the best suited to provide a solution and appropriate responses. A population of customers has been selected depending on different criteria’s. Once the sampling was done, the questionnaire, composed of 13 questions, was sent. In addition to the questionnaire, participant observation thanks to the time spent within the brand helped with the understanding of the tools implemented, of insight data and results, as well as with the understanding of the market overall.
Based on the results of the research, the impact on the sales is limited while the one on the brand awareness is much more visible. However, the period during the study has been done had a huge impact on the results. Indeed, with the pandemic, the sport market has been extremely impacted so the sales as well. It is then difficult to judge the impact of the tools on the sales when such an event is also impacting the results. Overall, the conclusion is that the tools implemented are innovative and will surely have an impact in the time to come, but that it is too soon to definitely determine their impact due to different factors which impacted the study.
As the brand was looking for innovative tools, it invested in Augmented Reality with 3D scans and 3D filters with two objectives in mind: improve the conversion rate, so the sales, and increase its brand awareness on social networks. As these were the two objectives of the brand, it is the objective of the thesis as well to determine what is the impact of these tools on the sales and the brand awareness after a few months of implementation. The goal is to end up with an answer for both objectives as well as with solutions to change things if needed.
The research has mainly been conducted with the descriptive research which helped as it is the best suited to provide a solution and appropriate responses. A population of customers has been selected depending on different criteria’s. Once the sampling was done, the questionnaire, composed of 13 questions, was sent. In addition to the questionnaire, participant observation thanks to the time spent within the brand helped with the understanding of the tools implemented, of insight data and results, as well as with the understanding of the market overall.
Based on the results of the research, the impact on the sales is limited while the one on the brand awareness is much more visible. However, the period during the study has been done had a huge impact on the results. Indeed, with the pandemic, the sport market has been extremely impacted so the sales as well. It is then difficult to judge the impact of the tools on the sales when such an event is also impacting the results. Overall, the conclusion is that the tools implemented are innovative and will surely have an impact in the time to come, but that it is too soon to definitely determine their impact due to different factors which impacted the study.