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Publication
QR code: tendência de evolução comercial no ponto-de-venda físico de retalho
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| 4.96 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Numa era em que o mundo online está cada vez mais inserido no quotidiano de qualquer pessoa, apercebemo-nos que o contacto com empresas físicas está em declínio (Araújo, 2015). Segundo um estudo, apurado pela E-commerce Europe2, estima-se que o comércio através da internet (e-commerce) tenha atingindo os 3,5 mil milhões de euros em 2015, registando um crescimento anual de 8%, em Portugal. Assim, dado este crescimento neste género de consumo, muitas empresas e clientes questionam-se se a loja física não estará a perder importância (Besouchet, 2015). Neste contexto, ainda que as vantagens das compras online sejam inegáveis (facilidade de comparação de preços, conforto e conveniência de entrega de mercadoria) para Besouchet (2015) nada supera a experiência de compra no ponto-de-venda físico. Este ponto-de-venda, oferece outras sensações e sentimentos, ligados aos cinco sentidos, (Blessa, 2010) que o consumo através da internet não permite tais como: sentir o toque do tecido, visualização da cor com exatidão, perceção olfática, entre outras… (Besouchet, 2015).
Deste modo, esta dissertação assume o objetivo de repor a atenção dada às lojas físicas de outrora, tirando partido da tecnologia e do entretenimento lúdico.
O meio tecnológico explorado foi o QR Code, uma área sobre a qual, ainda não existe muita investigação produzida, tornando-o, por conseguinte, particularmente pertinente, numa dimensão de estudo propícia para o consumo.
In an era where the online world is increasingly inserted in the day to day life of every person, we realize that the contact with the companies is declining (Araújo 2015). According to a study made by E-commerce Europe2, it is estimated that the commerce trough the internet (e-commerce) has reached 3,5 thousand millions euros in 2015, registring an anual growth of 8% in Portugal. This way, due to the mentioned growth in this type of consumption, many companies and clients question themselves if the fisical store is not losing its meaning and importance (Besouchet 2015). In this context, even though the advantages of online shopping are evident (facility in comparing prices, comfort and convinience in the delivery) to Besouchet (2015) nothing overcomes the experience of buying in the selling point. The selling point offers diferente sensations and feelings attached to the five senses, (Blessa 2010) which the cosumerism trough the internet does not offer, such as: feeling the touch of the fabric, visualizing the color precisely, the perseption of smell, and others… (Besouchet 2015). This way, this dissertation theses had the intention of resetting the atention once given to the physical stores, taking advantage of the technology and the playful entertainment. The technológical mean explored was the QR code, an área which doesnt have much investigation yet, making it particularly pertinent, in a study dimension proper for consumerism.
In an era where the online world is increasingly inserted in the day to day life of every person, we realize that the contact with the companies is declining (Araújo 2015). According to a study made by E-commerce Europe2, it is estimated that the commerce trough the internet (e-commerce) has reached 3,5 thousand millions euros in 2015, registring an anual growth of 8% in Portugal. This way, due to the mentioned growth in this type of consumption, many companies and clients question themselves if the fisical store is not losing its meaning and importance (Besouchet 2015). In this context, even though the advantages of online shopping are evident (facility in comparing prices, comfort and convinience in the delivery) to Besouchet (2015) nothing overcomes the experience of buying in the selling point. The selling point offers diferente sensations and feelings attached to the five senses, (Blessa 2010) which the cosumerism trough the internet does not offer, such as: feeling the touch of the fabric, visualizing the color precisely, the perseption of smell, and others… (Besouchet 2015). This way, this dissertation theses had the intention of resetting the atention once given to the physical stores, taking advantage of the technology and the playful entertainment. The technológical mean explored was the QR code, an área which doesnt have much investigation yet, making it particularly pertinent, in a study dimension proper for consumerism.
Description
Keywords
Design de produto Consumidor Retalho Comércio eletrónico Loja física Loja online QR Code Projeto de mestrado