Mémoire-projet

Abstract

In a rapidly evolving digital landscape, Stûv, which designs, manufactures, and markets wood and pellet stoves, is exploring a forward-thinking initiative: the development of an omnichannel e-commerce platform. This project aims to reshape the company's commitment to consumers by integrating a seamless online shopping experience while maintaining the crucial involvement of its distributor network. This is part of a wider strategic vision, anticipating future developments in the sector and preparing for possible change, while strengthening relationships with retail partners. This ambitious eShop initiative encapsulates a strategic vision that unites Stûv, its distribution partners and end consumers. Stûv's commitment to innovation and continuous improvement, reflected in its research and development initiatives, positions the eShop as a dynamic vector for enriching the sales and service experience. The heart of the project lies in creating value and improving the customer experience. Today, Stûv interacts with end consumers mainly through its network of distributors, limiting its ability to actively influence sales. The introduction of an eShop can mark a transformational change, enabling Stûv to forge direct links with consumers and streamline the customer journey. The project aims to foster seamless experiences, from first interaction to potential purchase, while reinforcing Stûv's focus on customer-centric experience. E-commerce has grown exponentially, reinforced by global events such as the COVID-19 pandemic. Companies are rapidly adapting to new consumer buying habits by turning to online commerce. Stûv's e-commerce initiative is aligned with this market evolution, anticipating change, and responding to consumers' digital needs, while seizing the opportunity created by changing purchasing behavior. Although e-commerce is still in its infancy in the sector, Stûv's innovative position sets it apart from its competitors. By working closely with its distribution network, Stûv aims to ensure high-quality service standards and a smooth transition to the e-commerce space. This strategic integration of traditional and digital channels highlights Stûv's commitment to the quality of its operations. In this strategic and innovative pursuit, the coherent relationship between anticipating developments, involving distribution partners and focusing on the customer reflects Stûv's commitment to shaping the future of fireplace sales. The full report that follows dives into the details of this major e-commerce initiative, exploring a wealth of research and analysis, retail partner perceptions, strategic recommendations, technical implementations, and the multi-faceted dimensions of this project.