معارف
Volume 21, Numéro 1, Pages 426-448
2026-06-30
The Contribution Of Digital Tools To The Commercial Performance Of Companies. Case Of The Company Oriflame
Authors : Ould Taleb Ouramdane . Belhocine Hamid .
Abstract
In a business landscape reshaped by digitalisation, digital marketing has become a critical driver of competitiveness. Algeria, despite uneven digital infrastructure, is witnessing strategic initiatives, particularly in its rapidly expanding cosmetics sector. This study examines how ORIFLAME, a leading direct-selling company, leverages digital tools to enhance commercial performance. The research addresses the tangible impact of these tools on customer relationships and sales outcomes. Methodologically, it combines Google Analytics data analysis (traffic, revenue, bounce rate) with semi-structured interviews involving key commercial stakeholders. Findings reveal that digitalisation strengthens brand visibility, streamlines prospecting, shortens the sales cycle, and improves customer loyalty. They also highlight the need for a coherent, sustained digital strategy to fully capture and sustain the value generated.
Keywords
digital ; marketing; digitalization; commercial performance; customer engagement; ORIFLAME.
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