The digitalization of retailing in the automotive industry

Abstract

In a competitive environment, each company has to use every mean necessary in order to provide a unique customer experience. However, with the emergence of new technologies, customers nowadays spend infinite time connected to the internet. From this perspective, Renault Algeria studies the possibility of launching an e-commerce platform in Algeria that offers car spare parts and accessories online. The aim of this research is to determine whether it will be profitable for the company to invest in such a project regarding this category of products, and whether will Algerian online customers be interested in using the platform. Moreover, the research will determine their preferences concerning?the type of platform, delivery and payment. This study was divided into two major parts, a theoretical part which begins with giving a general overview of e-commerce, and e-commerce in Algeria. Besides, cast light on the electronic consumer behavior and the digital business strategy. The second part is the empirical research, a survey was conducted using a questionnaire administrated the Algerian customers.