Florence Feenstra

Florence Feenstra holds a Master of Science degree from EM Lyon and a PhD in management science from the University of Pantheon-Sorbonne. She is Professor of Marketing for Bachelor, Master and Executive level.

A first professional career in sales and marketing at Unilever has enabled her to develop expertise in all issues related to the retail eco-system and the shopping experience.

As part of her teaching activity, she has worked for numerous educational partnerships with major consumer groups (Danone, Auchan, Decathlon, P&G, Pomona, General Mills) giving rise to several published and immersive case studies in negotiation, business development, digital marketing or category management.

Her research work is also the result of close collaboration with professional associations and companies such as Leroy Merlin, Le Popai and Novachild. Aware of the importance of human factors in developing a long-term relationship with customers, her main areas of interest are consumer skills development, children as the shoppers of tomorrow, value creation vectors in the experience of new distribution services and the impact of the increasing use of digital technologies in retail.

Member of the Institute of Commerce and Adetem, author of several publications and lecturer on Point of Sale Marketing themes, she regularly speaks at universities and professional or scientific conferences on the challenges of shopper centricity and phygitalization of purchasing paths.

Research domains

• Value Creation in Retailing
• Consumer experience
• Self-Service Information Technologies
• C.R.M.
• Consumer Expertise
• Kids and Retailing

Teaching domains

• Fundamentals of Marketing
• Retail Marketing
• F.M.C.G. operational marketing
• Shopper Behavior
• Negotiation
• In-store Digitalisation