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Abstract(s)
A presente dissertação aborda a temática do comércio eletrónico no ambito do retalho alimentar em Portugal. Através da revisão de literatura, é efetuada uma introdução ao tema e ás mudanças organizacionais necessárias para agregar este modelo de negócio ao setor do retalho. Seguidamente, são abordados os temas-chave desta dissertação: a integração entre os vários canais de venda (físicos e digitais), a gestão da cadeia de abastecimento (na qual se incluem as entregas associadas ao comércio eletrónico), e os métodos de pagamento eletrónicos predominantes. Após uma caracterização das empresas do setor em Portugal, foram selecionadas para análise o Continente, a Auchan e o Pingo Doce/Mercadão. Através de uma metodologia de estudo de casos múltiplos, e recorrendo ao método de observação direta, foram realizadas análises aos Websites e aplicações móveis dos retalhistas supracitados, assim como também deslocações ás lojas físicas, de modo a responder ás questões de investigação previamente suportadas pela revisão de literatura efetuada. As conclusões retiradas deste estudo baseiam-se nos resultados obtidos, acrescidos de fontes secundárias que suportam estes mesmos resultados. Estas conclusões finais demonstram que o Continente e a Auchan operam as suas várias plataformas de comércio eletrónico com recurso à estratégia omnicanal, ao passo que o Pingo Doce/Mercadão opera ainda num formato multicanal. Foram também identificados todos os métodos de pagamento suportados por estes retalhistas, assim como as opções de entrega e respetivos prazos e custos associados.
The present dissertation focuses on the subject of e-commerce in the Portuguese food retail sector. The literature review makes an introduction to this topic, after wich it describes the organizational changes required to agregate this business model in the retail sector. In the following stages, the literature reviews covers the key topics of this study: the integration between the multiple sales channels (both phisical and digital), the supply chain management (in which the online deliveries are included), and the most proiminent online payment methods. After a characterization of the most relevant companies in the Portuguese market, Continente, Auchan and Pingo Doce/Mercadão were selected for analysis. Using a multiple case study methodology and the direct observation method as a data gathering tool, the Websites and mobile apps of these three retailers were visited and analyzed to answer this dissertation’s research questions, which were previously scientifically supported by the literature review. Aditionally, the phisical stores of these retailers were also visited for data gathering purposes. The conclusions withdrawn from this study are based on the results obtained and secondary sources that support such results. The final conclusions show that both Continente and Auchan operate an omnichannel approach to their retailling activities, whereas Pingo Doce/Mercadão still relies on a multichanel strategy to manage its multiple channels. The online payment methods offered by these retailers to costumers, as well as the various delivery options and their respective deadlines and costs were also identified in this study.
The present dissertation focuses on the subject of e-commerce in the Portuguese food retail sector. The literature review makes an introduction to this topic, after wich it describes the organizational changes required to agregate this business model in the retail sector. In the following stages, the literature reviews covers the key topics of this study: the integration between the multiple sales channels (both phisical and digital), the supply chain management (in which the online deliveries are included), and the most proiminent online payment methods. After a characterization of the most relevant companies in the Portuguese market, Continente, Auchan and Pingo Doce/Mercadão were selected for analysis. Using a multiple case study methodology and the direct observation method as a data gathering tool, the Websites and mobile apps of these three retailers were visited and analyzed to answer this dissertation’s research questions, which were previously scientifically supported by the literature review. Aditionally, the phisical stores of these retailers were also visited for data gathering purposes. The conclusions withdrawn from this study are based on the results obtained and secondary sources that support such results. The final conclusions show that both Continente and Auchan operate an omnichannel approach to their retailling activities, whereas Pingo Doce/Mercadão still relies on a multichanel strategy to manage its multiple channels. The online payment methods offered by these retailers to costumers, as well as the various delivery options and their respective deadlines and costs were also identified in this study.
Description
Keywords
Comércio eletrónico Retalhistas alimentares online Retalho alimentar em Portugal Omnicanal Métodos de pagamento eletrónicos Entregas online E-commerce Online food retailers Food retailing in Portugal Online payment methods Online deliveries