Paul Lapoule

E‐commerce: exploring the critical success factors

Purpose – The objective of this piece of qualitative research is to identify the key success factors (KSFs) of the grocery “click and drive” (or drive or drive‐in) model developed by French grocery retail companies and to understand the basis of their competitive advantages.Design/methodology/approach – The authors compare the conclusions of a review of the literature with an analysis of the various grocery drive‐in approaches developed in France. These approaches are studied by applying a multi‐method qualitative perspective comprising semi‐structured interviews with managers and e‐consumer focus groups.Findings – The research confirms – with the exception of the quality of customer reception, which is particularly valued by managers and consumers – the main key success factors identified in the literature, and reveals a real consensus among the main operators on those KSFs and on the nature of the kind of core competences required in order to obtain competitive advantages.Research limitations/implicatio...

The multi-channel impact on the sales forces management

Purpose – The purpose of this paper is to gain a deeper understanding of the multi-channel impact on the role of sales forces and the way in which they are managed in a B2B context. Design/methodology/approach – The authors compare the conclusion of their literature review with an analysis of the sales strategy of a leading cosmetic brand. They conducted their study by applying a multi-method qualitative research approach, which includes semi-structured interviews with managers and a research action performed by accompanying five salespeople on visits to their professional clients. Findings – The results suggest that the development of a multi-channel context encourages salespeople to focus less on sales and order taking and more on advising clients about how best to develop their businesses. The multi-channel evolution seems to have enabled a transition of the role of salespeople from a sales function to a function of a provider of personalised advice in the fields of business development, team managemen...

Carrefour and its competitors in India

Purpose – The purpose of this paper is to discuss the retailer Carrefour in India.Design/methodology/approach – The paper compares the retailer Carrefour and its competitors in India.Findings – Carrefour needed time to tie up with an Indian partner to start retail operations in India. The company also delayed its retail plans to focus on launching cash and carry (wholesale) operations. The worlds second biggest supermarket group by sales is negotiating with over six Indian companies including diversified business groups, retailers and mall owners.Originality/value – The paper provides a discussion on the Indian retail sector and the retailer Carrefour.

Using Social Media to Support Trade Shows: Developing the Capabilities

The purpose of this case study is to identify the conditions for a company developing a B2B trade show’s communication to move into an efficient Omni-channel communication approach. The case study method is used to describe the issues facing Plastic Omnium Environnement Company in deploying an Omni-channel communication approach. This company provides services to local authorities and private sector companies to dispose of their waste. Its Director of communication, Pierre Mereau, is faced with the fact that 160 French communes changed hands from one political party to another in the last local elections. This led to stagnation in terms of turnover—the time required for decision-makers to once again invest in waste management. At the same time, his General Directorate is asking him to make cuts and savings. Pierre Mereau evaluates its performance in the two last most important trade shows and set his mind to develop an Omni-channel communication approach. This case study provides an insight in an organization that is optimizing its communication strategy in a specific market. It should help companies to develop synergies between the trade show and social media.

The French Grocery Retail Company Intermarché Develops the ‘Click and Drive’ Model

The purpose of this case study is to let the readers identify the key success factors of the French grocery retail companies’ drive-through model. A case study approach is used to describe clearly issues confronting Intermarché, the third largest French grocery retail company, to the important and fast drive-in model development. The large French grocery retailers are investing heavily in the ‘click and drive’ format in order to avoid having to make home deliveries and bear the substantial costs associated with the ‘last mile’. Investing in selected drive-in locations is a cheaper way for them to expand their area of coverage than investing in new outlets. But they still have to deal with a new and difficult format, which presents a number of challenges from the strategic, logistic and marketing points of view. This case study provides an insight into the success of the grocery ‘click and drive’ (or drive—or drive-in) model developed by French grocery retail companies and allows understanding the basis of their competitive advantages. It can also help large grocery retailers to achieve their development objectives and counter the stagnation of traditional retail formats in Western Europe.