L’étude du nouveau cas pédagogique du Professeur Paul Lapoule et de sa co-autrice invite les apprenants à déterminer quelle stratégie cross-canal la marque de chaussures devrait déployer pour améliorer l’expérience de ses clientes.

Proposé par la CCMP (Centrale de Cas et de Médias Pédagogiques), le cas pédagogique des Professeurs Martine Deparis (EBS Paris) et Paul Lapoule (ESCP Business School), membre de la Chaire E. Leclerc-BearingPoint "Prospective du Commerce dans la Société 4.0", est consacré à Mellow Yellow, marque de chaussures du Groupe Eram lancée en 2003 et disposant de 31 points de vente en France. Pour ceux qui ne connaitraient pas Donovan, le nom de la marque fait référence à un célèbre titre de ce chanteur datant des années 60, et d’après le site des magasins de chaussures Ann Tuil il exprime « l'humour, la gaieté et la diversité des couleurs qui deviendront l'identité  ».

Son étude amène les étudiants en formation initiale et managers auxquels il est destiné à proposer des relais de croissance pour la marque. Pour y parvenir, les apprenants commencent par préciser la typologie des clientes et par appliquer les outils d’analyse stratégique appropriés (comme le modèle des 5 forces de Porter et le SWOT) afin de diagnostiquer la position de l’enseigne dans son environnement. Ils poursuivent leur analyse en proposant de nouveaux points d'amélioration de l’expérience shopping Mellow-Yellow, en recommandant une stratégie cross-canal pour chacun des trois profils type de clientes et de nouvelles pistes de développement pour la marque.

Mellow Yellow Le cas s’appuie également sur des références bibliographiques et apports théoriques. Et notamment ceux de Distribution 4.0, l’ouvrage co-écrit par les Professeurs Olivier Badot (directeur scientifique de la chaire), Jean-François Lemoine (Paris 1 Panthéon- Sorbonne et ESSCA School of Management) et Adeline Ochs (ancienne coordinatrice de la chaire), ainsi que les doctorantes de la chaire - Sara Belghiti et Amélie Abadie – et d’autres professeurs de ESCP : Enrico Colla, Catherine de Géry, Paul Lapoule, Laurence-Claire Lemmet et Valentina Carbone.
« Nous avons demandé à deux classes d’étudiants en formation initiale et à un groupe d’une vingtaine de managers d’étudier le cas », explique le Professeur Paul Lapoule, selon lequel les apprenants ont apprécié la clarté et l’accessibilité de l’étude du cas qui leur a permis de : mieux comprendre les concepts d’omnicanalité et d’expérience shopping ; travailler sur des produits de mode ; réfléchir à de nouvelles pistes de développement durable pour la marque. Ils ont considéré le cas comme « facilement compréhensible, simple à la lecture et intéressant ».

« Conformément au processus décrit dans l’article que j’ai coécrit avec mon collègue Erwan Lamy, les apprenants se sont enrichis en confrontant expérience et théorie : 1) ils se sont appropriés la situation managériale, 2) ont formulé leurs propositions, 3) ont bénéficié d’apports théoriques sur la distribution 4.0 et sur le processus de décision d’achat, 4) ont diagnostiqué la position de la marque sur le marché des chaussures et suggéré des pistes de développement ».

Pour rappel, la présentation du Professeur Paul Lapoule rappelle l’intérêt des études de cas pédagogiques, qui permettent selon lui de lier la réalité de l’entreprise au monde académique.

Campus

Paris
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';void 0!==x&&!1!==x&&0==D&&L>x&&(o.after(O),$(document).off("click",".press-btn").on("click",".press-btn",function(e){e.preventDefault();var a=$(this),n=a.attr("aria-index"),r=$('[excel][aria-index="'+n+'"]'),i=a.attr("data-pager"),o=r.attr("limit"),s=o*(i-1),c=o*i,l=a.attr("data-items"),u=$('[excel][aria-index="'+n+'"] > *').length,d=r.attr("limit");a.attr("data-pager",parseInt(i)+1),t(r,s,c),u+parseInt(d)>=l&&a.remove()})),void 0!==x&&!1!==x&&void 0!==D&&!1!==D&&(k=function(t,e,a){return t=t.slice(e,a)}(k,D,x)),o.append(k).promise().done(function(){$("[excel] .cell").each(function(){var t=$(this).html();t=t.replace("|","
"),$(this).html(t)})})},g.send()})}function e(t){var e=t.split("/");return 1*(e[2]+e[1]+e[0])}function a(t,a,n){return t.sort(function(t,r){return t=e(t[a]),r=e(r[a]),"DESC"===n?t>r?1:tr?-1:0})}$("[excel]").length>0&&$.when($.getScript("https://cdnjs.cloudflare.com/ajax/libs/xlsx/0.14.0/xlsx.full.min.js"),$.getScript("https://cdnjs.cloudflare.com/ajax/libs/mustache.js/3.0.0/mustache.min.js"),$.Deferred(function(t){$(t.resolve)})).done(function(){t()})} //Youtube souncloud if ($('[playlist-youtube]').length > 0 || $('[playlist-soundcloud]').length > 0 ) { $.when( $.getScript( "https://cdnjs.cloudflare.com/ajax/libs/malihu-custom-scrollbar-plugin/3.1.5/jquery.mCustomScrollbar.min.js" ), $.getScript( "https://cdnjs.cloudflare.com/ajax/libs/jqueryui/1.11.4/jquery-ui.min.js" ), $.Deferred(function( deferred ){ $( deferred.resolve ); }) ).done(function(){ //$('head').append(''); youtube(); soundCloud(); }); } // Youtube function youtube() { var y_list=$("[playlist-youtube]"),y_key="AIzaSyAQlhYoXcbGNmazwKkx80xlLyXZF70oOT8",v_date="",v_Id="";y_list.each(function(){var t=$(this),a=t.attr("playlist-youtube"),e=t.attr("number"),i=t.attr("item"),s="";function d(s){var d=s;$.get("https://www.googleapis.com/youtube/v3/playlistItems",{part:"snippet",maxResults:e,order:"videoCount",pageToken:d,playlistId:a,key:y_key},function(s){s.pageInfo.totalResults;var d=$("[data-items]",t),l=$("[data-pager]",t);d.attr("data-items",s.pageInfo.totalResults),l.attr("data-pager",s.nextPageToken);$(".grid > div",t).length;s.pageInfo.totalResults<=e&&$(".bottom-listing button",t).remove(),$.each(s.items,function(e,s){!function(e){$.get("https://www.googleapis.com/youtube/v3/videos",{part:"snippet",id:e,key:y_key},function(s){var d=[];v_date=s.items[0].snippet.publishedAt,v_date=jQuery.datepicker.formatDate("dd/mm/yy",new Date(v_date)),v_title=s.items[0].snippet.title,v_descr=s.items[0].snippet.description,v_lang=s.items[0].snippet.defaultAudioLanguage,"fr"===v_lang||void 0===v_lang?v_lang="in French":"en-US"===v_lang&&(v_lang="in English"),s='
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'+v_title+'

['+v_lang+']
'+v_descr+"
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'),d(s),$(".bottom-listing button",t).click(function(){s=$(this).attr("data-pager"),$(this).attr("data-loaded",parseInt($(this).attr("data-loaded"))+1),loaded=$(this).attr("data-loaded"),$(this).attr("data-items")<=loaded*e&&$(this).remove(),d(s)})}); } //soundcloud function soundCloud() { var s_list=$("[playlist-soundcloud]");s_list.each(function(){var t=$(this),l=t.attr("item"),s=t.attr("number"),u=t.attr("playlist-soundcloud");s_key="htuiRd1JP11Ww0X72T1C3g",null==s&&(s=3),soundcloud(u,t,s,l,1)}); } function soundcloud(play_list , s_this ,s_numb,s_item, p_number, btn) { var pF=s_numb*p_number,pD=s_numb*(p_number-1);if(!0!==btn)var result='
';else result="";$.getScript("https://connect.soundcloud.com/sdk/sdk-3.3.0.js",function(){SC.initialize({client_id:s_key}),SC.get("/playlists/"+play_list).then(function(s){var t=s.tracks.slice(pD,pF),e=s.permalink_url,i=s.track_count;t.forEach(function(s){var t=s.title,i=s.artwork_url,l=(s.stream_url,s_key,s.description),a=jQuery.datepicker.formatDate("dd/mm/yy",new Date(s.created_at)),c=(s.permalink_url,s.id),r=s.tag_list;s.waveform_url;if(i=null==i?"http://www.escpeurope.eu/sites/default/files/inline-images/Logos/logotype-ESCP-Europe-only.png":i.replace("-large","-t500x500"),r.toLowerCase().search(new RegExp("\\english\\b"))>=0)var o="English";else o="French";null!=l&&""!==l||(l="No description."),result+='
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'+t+'

[in '+o+']
'+l+"
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',btnc=".js-close-popup",time=0,body=$("body"),js=$(".js-popup");js.each(function(){var a=$(this).find("iframe"),t=a.attr("src");a.length>0&&-1!==t.indexOf("youtube")&&(-1!==t.indexOf("?")?a.attr("src",t+"&enablejsapi=1"):a.attr("src",t+"?enablejsapi=1"))}),$(document).on("click",link,function(a){a.preventDefault();var t=$(this),e=t.attr("href"),s=$(e),l=t.attr("btn-bg-color"),o=t.attr("content-bg-color");null!=l&&void 0!=l||(l="#240085"),null!=o&&void 0!=o||(o="h-bg-white");var n='';body.addClass("no-scroll"),"wrapped"!=s.attr("aria-inner")&&s.wrapInner('
').attr("aria-inner","wrapped"),(s.hasClass("js-slide-right")||s.hasClass("js-slide-left"))&&s.addClass(o),0==$(".backdrop").length&&$("body").append(back),0==$(".js-close-popup",s).length&&s.prepend(n),"close"!=s.attr("aria-label")&&null!=s.attr("aria-label")&&void 0!=s.attr("aria-label")||(s.fadeIn(),s.attr("aria-label","open"))}),$(document).on("click",btnc,function(a){a.preventDefault();var t=$(this).attr("aria-controls"),e=$(t);$(t+" iframe").length>0&&$(t+" iframe")[0].contentWindow.postMessage('{"event":"command","func":"pauseVideo","args":""}',"*"),time=e.hasClass("js-slide-right")||e.hasClass("js-slide-left")?900:0,e.attr("aria-label","close"),e.stop(!0,!0).delay(time).fadeOut(100,function(){$("body .backdrop").remove(),$("body").removeClass("no-scroll")})}); } // End });