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The transformation of the retail sector in France in the face of digital disruption: the case of Intermarche
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Resumo(s)
In France, the click and collect services are increasingly popular.
In 2021, the online channel experienced a 46% annual growth in
the grocery retail industry. This change forces grocery retailers to
review their strategy and adapt. That is why, we have used the case
of Intermarché (ITM) to describe of this company is managing this
disruptive event. The result of the research highlights that ITM is
fully adapting to this new channel and even manage to create
synergies with its multi-channel strategy by leveraging its unique
capabilities and resources, and especially its Producers and Traders
strategy
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Marketing Consumer behavior