| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.43 MB | Adobe PDF | |||
| 1.74 KB | License |
Authors
Advisor(s)
Abstract(s)
Com o mercado cada vez mais competitivo, a busca por novas fontes de receita torna-se cada vez mais desafiadoras, sobretudo, ao promover novos produtos, serviços e proporcionar experiências que sejam percebidas com alto valor. A medida em que se faz necessário a integração entre os canais on-line e físicos, emerge uma abordagem que está a evoluir continuamente, denominada de retalho omnicanal.
As estratégias que configuram o omnicanal, implicam num grande desafio para as empresas, pois, consiste em disponibilizar diversas alternativas aos consumidores de modo que todos os pontos de contactos sejam integrados e ao mesmo tempo, façam sentido para ambos, empresas e consumidores. O presente contributo, retrata esta forma complexa e holística com que a indústria da moda se reinventa continuamente, diante da perceção dos consumidores.
Corresponder a este desafio ao unificar as operações de lojas físicas e virtuais - centrais de atendimentos/suporte, comunicação/marketing, gestão logística, dentre outros, tem como finalidade agregar ainda mais valor a experiência dos consumidores e ao mesmo tempo, estabelecer um diferencial competitivo no mercado.
Quanto ao componente metodológico, compreendeu-se como mais apropriado a utilização de uma abordagem mista e de caráter complementar, através de análises qualitativas e quantitativas. Como parte integrante da investigação, além do enquadramento teórico, foi efetuada uma pesquisa de campo com residentes em Portugal através de um questionário, com uma amostra composta por cento e cinquenta e três indivíduos. A partir dai, foram empregues uma série de ferramentas e métodos estatísticos com a finalidade de empenhar-se em corresponder aos objetivos propostos na referida investigação.
Os resultados contidos na presente investigação, evidenciam que as dez empresas analisadas, ainda carecem de muitas das práticas que caracterizam o conceito do omnicanal; sobretudo, quanto a integração de processos físicos e on-line, além das dificuldades em constituir uma cultura organizacional com foco no cliente.
With the market increasingly competitive, the search for new sources of revenue becomes increasingly challenging, especially when promoting new products, services and providing experiences that are perceived as having high value. As the integration between online and physical channels becomes necessary, an approach that is continuously evolving, called omnichannel retail, emerges. The strategies that configure the omnichannel imply a great challenge for companies. It consists of providing different alternatives to consumers so that all points of contact are integrated and, at the same time, make sense for both companies and consumers. This contribution portrays this complex and holistic way in which the fashion industry continually reinvents itself, given the perception of consumers. Meeting this challenge by unifying the operations of physical and virtual stores - call centres/support, communication/marketing, logistics management, among others, aims to add even more value to the experience of consumers and, at the same time, establish a competitive edge in the market. As for the methodological component was understood as more appropriate to use a mixed and complementary approach through qualitative and quantitative analyses. As an integral part of the investigation and the theoretical framework, field research was carried out with residents in Portugal through a questionnaire, with a sample composed of one hundred fifty-three individuals. From then on, a series of statistical tools and methods were used to strive to meet the objectives proposed in the aforementioned investigation. The results contained in this investigation, show that the ten companies analyzed still lack many of the practices that characterize the concept of omnichannel; above all, regarding the integration of physical and online processes, in addition to the difficulties in building an organizational culture focused on the customer.
With the market increasingly competitive, the search for new sources of revenue becomes increasingly challenging, especially when promoting new products, services and providing experiences that are perceived as having high value. As the integration between online and physical channels becomes necessary, an approach that is continuously evolving, called omnichannel retail, emerges. The strategies that configure the omnichannel imply a great challenge for companies. It consists of providing different alternatives to consumers so that all points of contact are integrated and, at the same time, make sense for both companies and consumers. This contribution portrays this complex and holistic way in which the fashion industry continually reinvents itself, given the perception of consumers. Meeting this challenge by unifying the operations of physical and virtual stores - call centres/support, communication/marketing, logistics management, among others, aims to add even more value to the experience of consumers and, at the same time, establish a competitive edge in the market. As for the methodological component was understood as more appropriate to use a mixed and complementary approach through qualitative and quantitative analyses. As an integral part of the investigation and the theoretical framework, field research was carried out with residents in Portugal through a questionnaire, with a sample composed of one hundred fifty-three individuals. From then on, a series of statistical tools and methods were used to strive to meet the objectives proposed in the aforementioned investigation. The results contained in this investigation, show that the ten companies analyzed still lack many of the practices that characterize the concept of omnichannel; above all, regarding the integration of physical and online processes, in addition to the difficulties in building an organizational culture focused on the customer.
Description
Keywords
E-commerce Omnicanal Multicanal Motivações de compra Gestão de operações Multichannel Buying motivations Operations management