Publicação
How can la roche posay increase the conversion of dermo-cosmetic shoppers in German pharmacies
| Resumo: | As the demand for dermo-cosmetics increases, competition is intense in Germany. La Roche Posay, as part of one of the world’s leading beauty companies L’Oréal Group, realizes potential to stand out in the market. The research addresses the question: How can La Roche Posay convert more shoppers in German pharmacies? An understanding of the shoppers' attitudes and behavior was developed by conducting qualitative expert and shopper interviews, a quantitative survey, and a conjoint analysis. These insights were turned into strategic point of sale managerial implications, meaning that recommendations, excellent consultation, and discounts are identified as key drivers for shopper conversion. |
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| Autores principais: | Thébert, Ann Kristin |
| Assunto: | Dermo-cosmetics German market La roche posay Shopper marketing Market research |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | As the demand for dermo-cosmetics increases, competition is intense in Germany. La Roche Posay, as part of one of the world’s leading beauty companies L’Oréal Group, realizes potential to stand out in the market. The research addresses the question: How can La Roche Posay convert more shoppers in German pharmacies? An understanding of the shoppers' attitudes and behavior was developed by conducting qualitative expert and shopper interviews, a quantitative survey, and a conjoint analysis. These insights were turned into strategic point of sale managerial implications, meaning that recommendations, excellent consultation, and discounts are identified as key drivers for shopper conversion. |
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