: Études du profil du showroomer en Belgique et développement de parcours client impliquant des changements de stratégie d’achat

Translated title of the thesis: Showrooming: study of the Belgian showroomer’ profile and development of customer journeys involving changes in the purchase strategy
  • Camille Nicolay

Student thesis: Master typesMaster in Management Professional focus in Business Analysis & Integration


This thesis focuses on showrooming, a purchasing behaviour resulting from channels development and the increasing importance of all kind of technologies. By doing showrooming, the consumer uses the physical store as a showroom in order to collect information about a product before buying it online. An empirical research was carried out to establish the profile of the Belgian showroomer. From this research, it emerges that the Belgian showroomer is strongly involved in the product’s purchase, seeks for variety when shopping, buys online for pleasure and finds it convenient. In a second step, several customer journeys, closely or remotely linked to showrooming, have been established. During each of them, a change in the purchase strategy took place. The degree of occurrence of each of these customer journeys is then determined through the empirical research.
Date of Award4 Sept 2020
Original languageFrench
Awarding Institution
  • University of Namur
SupervisorPietro Zidda (Supervisor)


  • Showrooming
  • Purchasing behaviour
  • Profile
  • Customer journey
  • Strategy change

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