Elodie Huré

Work experience

• Associate Dean for Accreditations, Rennes School of Business (September, 2022 – Present)
• Associate Dean for Programmes, Rennes School of Business (September, 2021 – September, 2022)
• Director of Programme, Programme Grande École, Rennes School of Business (September, 2018 – August, 2022)
• Associate professor, Rennes School of Business, Marketing Academic Area (September 2020 – Present)
• Assistant professor, Rennes School of Business, Marketing Academic Area (2013 – August 2020)
• Director of Studies, Master in Management (2016)

Qualifications

• Ph.D. IGR-IAE, Rennes, Marketing, 2012 Cross-channel grocery shopping: when consumers return to the store (written in French: L͛expérience trans-canal de magasinage alimentaire : le cas du retour en magasin suite à l͛adoption des supermarchés en ligne), defended on the 5th of December, 2012. Passed with Highest Honours.

Research interest

• Marketing
• Retailing
• Consumer behaviour
• Multi-, Cross-, Omni-channel commerce (including physical commerce, e-commerce, m-commerce)
• Mobile applications

Intellectual contributions

Refereed Articles

Basic or Discovery Scholarship

• Picot-Coupey, Karine , Nina Krey, Elodie Huré, and Claire-Lise Ackerman, “Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale.” Journal of Business Research (2021):
• Huré, Elodie, “Entre Drive et Supermarché: une exploration de l’intégration d’expériences de magasinage.” Revue Française de Marketing 59. (2017): 33-46.
• Huré, Elodie , Picot-Coupey Karine, and Claire-Lise Ackermann, “Understanding Omni-Channel Shopping Value: A Mixed-Method Study.” Journal of Retailing & Consumer Services 29. (2017): 314-330.
• Picot-Coupey, Karine , Elodie Huré, and Lauren Piveteau, “Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case.” International Journal of Retail and Distribution Management 44. (2016): 336-368.
• Cliquet, Gérard , Karine Picot-Coupey, Elodie Huré, and Marie-Christine Gahinet, “Shopping with a Smartphone: A French-Japanese Perspective.” Marketing-ZFP JRM (2014):
• Huré, Elodie , Thi le Hoa Vo, Gérard Cliquet, and Bruno Durand, “E-supply chain et productivité: le cas de la distribution alimentaire.” Revue Française de Gestion Industrielle 32. (2013):
• Picot-Coupey, Karine , Elodie Huré, Gérard Cliquet, and Christine Petr, “Grocery Shopping and Internet: Exploring French consumers’ perceptions of the hypermarket and cybermarket formats.” International Review of Retail,Distribution and Consumer Research 19. (2009): 437-455.

Refereed Proceedings

Basic or Discovery Scholarship

• Picot-Coupey, Karine , Nina Krey, Elodie Huré, and Claire-Lise Ackermann, “Still Work and/or Fun? – Replicating the Personal Shopping Value Scale.” (in press) Academy of Marketing Science (AMS) World Marketing Congress (2018):
• Picot-Coupey, Karine , Nina Krey, Elodie Huré, and Claire-Lise Ackermann, “Physical Shopping Value in a Digitalized Setting: Theoretical Thoughts and Empirical Investigations.” (in press) 46th Academy of Marketing Science Annual Conference , New Orleans, LA, 23-25 May 2018 (2018):
• Picot-Coupey, Karine , Elodie Huré, and Aurelia Michaud-Trevinal, “Omni-channel retailing: exploring how retailers interweave touch points and reconsider their retail store design.” (in press) European Association in Education and Research in Commercial Distribution (2017):
• Huré, Elodie , Karine Picot-Coupey, and Claire-Lise Ackermann, “Towards a measure of the omni-channel shopping experience.” (in press) EIRASS International conference on recent advances in Retailing and Consumer ervices Science (2016)
• Picot-Coupey, Karine and Elodie Huré, “Moving towards an omni-channel strategy: process and challenges.” 2015 Academy of Marketing Science Annual Conference (2015):
• Huré, Elodie , “L’expérience de magasinage alimentaire : multi-, cross- ou omni-canal ?” Colloque Innovation et Commerce 2014, UPEC, Paris (2014):
• Picot-Coupey, Karine and Elodie Huré, “How to combine bricks with clicks: the case of Direct Optic going omni-channel.” COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING (2014):
• Cliquet, Gérard , Christine Gonzalez, Elodie Huré, and Karine Picot-Coupey, “From mobile phone to smartphone: what’s new about m-shopping?” Academy of Marketing Science (2013):
• Huré, Elodie , Julien Troiville, and Karine Picot-Coupey, “The retailer brand equity in an omnichannel context.” International Colloquium in Relationship Marketing (2013):
• Gonzalez, Christine , Elodie Huré, and Karine Picot-Coupey, “Usages et valeurs des applications mobiles pour les consommateurs: quelles implications pour les distributeurs ?” 15ème colloque Etienne Thil (2012):
• Huré, Elodie , Thi le Hoa Vo, Gérard Cliquet, and Bruno Durand, “E-supply chain et productivité: le cas de la distribution alimentaire.” 14th Etienne Thil Conference on Retailing,September 22-23 (2011):
• Huré, Elodie and Gérard Cliquet, “Du multicanal au trans-canal: le point de vue du consommateur.” 14th Etienne Thil Conference on Retailing,September 22-23 (2011):
• Huré, Elodie and Gérard Cliquet, “From a multi- to a cross-channel shopping experience in grocery retail environment.” 18th International Conference on Recent Advances in Retailing and Consumer Services Science, July 15-18,2011, San Diego,USA (2011):
• Picot-Coupey, Karine , Elodie Huré, Gérard Cliquet, and Christine Petr, “Grocery Shopping and Internet: Exploring French consumers’ perceptions of the hypermarket and cybermarket formats.” European Association in Education and Research in Commercial Distribution (2009):

Chapters, Cases, Readings, Supplements

Chapters

• Huré, Elodie , Karine Picot-Coupey, and Aurelia Michaud-Trévinal, “Commerce omni-canal : vers quels dispositifs de maillage entre points de contact ?”, Retailing & Localisation: Une approche mulit-disciplinaire., 2017.

Presentations of Refereed Papers

International

• Huré, Elodie, Karine Picot-Coupey, and Claire-Lise Ackermann. Towards the measure of the value of an omni-channel experience. EIRASS International conference on recent advances in Retailing and Consumer ervices Science, Edinburgh, Scotland, 2016.
• Picot-Coupey, Karine and Elodie Huré. How to combine bricks with clicks: the case of Direct Optic going omni-channel. COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING, Bremen, Germany, 2014.
• Cliquet, Gérard, Christine Gonzalez, Elodie Huré and Karine Picot-Coupey. From mobile phone to smartphone: what’s new about m-shopping? Academy of Marketing Science, Monterey, United States of America, 2013.
• Huré, Elodie, Julien Troiville, and Karine Picot-Coupey. The retailer brand equity in an omnichannel context. International Colloquium in Relationship Marketing, Rennes, France, 2013.
• Huré, Elodie and Gérard Cliquet. From a multi- to a cross-channel shopping experience in grocery retail environment. 18th International Conference on Recent Advances in Retailing and Consumer Services Science,July 15-18,2011, San Diego,USA, San Diego, United States of America, 2011.
• Picot-Coupey, Karine, Elodie Huré, Gérard Cliquet and Christine Petr. Grocery Shopping and Internet: Exploring French consumers’ perceptions of the hypermarket and cybermarket formats. European Association in Education and Research in Commercial Distribution, Guildford, United Kingdom, 2009.

National

• Huré, Elodie L’expérience de magasinage alimentaire : multi-, cross- ou omni-canal ? Colloque Innovation et Commerce 2014, UPEC, Paris, Paris, France, April 2014.
• Gonzalez, Christine, Elodie Huré, and Karine Picot-Coupey. Usages et valeurs des applications mobiles pour les consommateurs: quelles implications pour les distributeurs ? 15ème colloque Etienne Thil, Lille, France, 2012.
• Huré, Elodie and Gérard Cliquet. Du multicanal au trans-canal: le point de vue du consommateur. 14th Etienne Thil Conference on Retailing,September 22-23, roubaix, France, 2011.
• Huré, Elodie, Thi le Hoa Vo, Gérard Cliquet and Bruno Durand. E-supply chain et productivité: le cas de la distribution alimentaire. 14th Etienne Thil Conference on Retailing,September 22-23, Roubaix, France, 2011.

Presentations of Non-Refereed Papers

International

• Huré, Elodie The consumer’s shopping behaviour in electronic grocery stores. 9ème conférence internationale sur les nouvelles tendances du marketing – colloque doctoral, Venice, Italy, 2010.
• Huré, Elodie The multichannel grocery shopping experience. Invited presentation at Research Seminar – Louisiana State University, Ruston, Louisiana, 2011.

National

• Huré, Elodie The consumer’s shopping behaviour in electronic grocery stores. Invited presentation at WorkshopMarketing & Management, IGR-IAE, Rennes, France, 2010.
• Huré, Elodie L’expérience de magasinage alimentaire sur Internet ainsi qu’en magasin et leur influence réciproque. Invited presentation at Workshop Marketing & Management, IGR-IAE, Rennes, France, 2010.
• Huré, Elodie Le magasinage trans-canal des consommateurs dans la grande distribution alimentaire. Invited presentation at E-Tailing club, Lyon, France, 2012.
• Huré, Elodie Le retour en magasin suite à l’adoption des supermarchés en ligne. Invited presentation at E-Tailing club, Lyon, France, 2012.
• Huré, Elodie Le M-paiements géo-localisé et services associés (paiement par téléphone mobile). Invited presentation at La 1ère rencontre marketing des laboratoires bretons, Brest, France, 2013.
• Huré, Elodie From mobile phone to smartphone : what’s new about m-shopping ? Invited presentation at CREM – Journée de recherche, Saint-Malo, France, 2013.

Regional

• Huré, Elodie and Karine Picot. La gestion du passage à l’omni-canal. Invited presentation at 2ème Journée des Laboratoires Bretons, Vannes, France, 2014.

Grants

Research

• 2018: Picot-Coupey, K., Krey, N., Huré, E., & Ackermann, C., AMS-AFM Research Grant, Co-Principal Investigator.

Service

Professional Development

Assurance of Learning – Professional Development

• 2022: AoL II training.
• 2021: AoL I training.

Honors/Awards

Awards

• 2019: Prix Académique de la recherche en Management, FNEGE.
• 2013: Stanley C. Hollander Award for Best Retailing Paper, AMS – Academy of Marketing Science.

Honors

• 2017: Paper selected for publication in JRCS, EIRASS.
• 2016: Paper selected for publication in IJRDM, CERR, CERR.
• 2009: Paper selected for publication in IRRDCR, EAERCD.