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Publication
Implementação de um modelo de Marketing Relacional na boutique de retalho independente, A Relíquia
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Advisor(s)
Abstract(s)
O presente projeto profissional de conclusão de Mestrado em Gestão de
Marketing no IPAM prende-‐se com a aplicação de um plano de marketing relacional na
loja de retalho independente “A Relíquia”. Localizada em Casal de Cambra-‐Sintra, a loja
entrou no mercado em 2000 e comercializa vestuário feminino e masculino. O target da
loja é feminino e as marcas de roupa que englobam o estabelecimento são também
maioritariamente de senhora. Mas, a grande mais-‐valia da “Relíquia” é para além da
qualidade dos seus produtos e serviço, a preocupação com o cliente.
Na realização do projeto desenvolveram-‐se pesquisas bibliográficas aos temas
comércio tradicional, Marketing Relacional, plano de marketing e redes sociais, por forma
a reter conhecimentos para o desenvolvimento do projeto. De seguida, foram efetuados
inquéritos às clientes, tendo este método quantitativo servido para concluir que a maioria
das clientes está satisfeita com os produtos, atendimento e serviço da loja, existindo
apetência para recomendar o estabelecimento. Nas entrevistas realizadas é de realçar
que é benéfico para qualquer negócio, o investimento no online, tratando-‐se de uma
oportunidade para criar valor e não uma ameaça. É ainda de salientar neste método
qualitativo, que as lojas de retalho já contêm na sua génese, uma vertente relacional, mas
falta potenciar essa característica para torná-‐la numa vantagem competitiva. O focus
group realizado às clientes da loja permitiu perceber qual a avaliação das mesmas ao
funcionamento da loja, tendo sido ainda importante para perceber que havia um
potencial para formar a comunidade da “Relíquia”.
Na aplicação do plano de marketing, foram definidos quatro objetivos a atingir,
dos quais se destaca o objetivo 1 (alcançar 30 novas clientes em 2019) e o objetivo 4
(quantificar 50 clientes a recomendar a loja em 2019 com efeito direto no número de
novas clientes). Para alcançar os objetivos, foram delineadas estratégias que se refletem
na implementação de medidas de desenvolvimento da vertente online da loja.
The present professional project of the Masters Degree on Marketing Management in IPAM aims at implementing a relationship marketing model in the independent retail store "A Relíquia”. Located in Casal de Cambra-‐Sintra, the store entered the market in 2000 and sells women's and men's clothing. The target of the store is female and the clothing brands that comprise the establishment are also mostly lady. But, the great added value of "Relíquia" is not only the quality of its products and service, but also the customer concern. During the realization of the project, bibliographical researches were developed on traditional commerce, relationships, marketing plan and social networks, in order to retain knowledge for the development of the project. Customer surveys were then carried out, and this quantitative method served to conclude that most customers are satisfied with the products, service and service of the store, and there is a desire to recommend the establishment. In the interviews carried out, it has to be emphasized that it is beneficial for any business, the investment in the online, being an opportunity to create value and not a threat. It is also worth mentioning in this qualitative method that the retail stores already contain a relational aspect, but it is necessary to strengthen this characteristic to make it a competitive advantage. The focus group made to the customers of the store allowed to understand how they evaluated the shop operation, and was still important to realize that there was potential to form the community of "Relíquia". In the application of the marketing plan, four objectives were defined, including objective 1 (reaching 30 new customers in 2019) and objective 4 (quantify 50 customers recommending the store in 2019 with a direct effect on the number of new customers). To achieve the objectives, strategies were outlined that reflect in the implementation of measures of development of the store's online side.
The present professional project of the Masters Degree on Marketing Management in IPAM aims at implementing a relationship marketing model in the independent retail store "A Relíquia”. Located in Casal de Cambra-‐Sintra, the store entered the market in 2000 and sells women's and men's clothing. The target of the store is female and the clothing brands that comprise the establishment are also mostly lady. But, the great added value of "Relíquia" is not only the quality of its products and service, but also the customer concern. During the realization of the project, bibliographical researches were developed on traditional commerce, relationships, marketing plan and social networks, in order to retain knowledge for the development of the project. Customer surveys were then carried out, and this quantitative method served to conclude that most customers are satisfied with the products, service and service of the store, and there is a desire to recommend the establishment. In the interviews carried out, it has to be emphasized that it is beneficial for any business, the investment in the online, being an opportunity to create value and not a threat. It is also worth mentioning in this qualitative method that the retail stores already contain a relational aspect, but it is necessary to strengthen this characteristic to make it a competitive advantage. The focus group made to the customers of the store allowed to understand how they evaluated the shop operation, and was still important to realize that there was potential to form the community of "Relíquia". In the application of the marketing plan, four objectives were defined, including objective 1 (reaching 30 new customers in 2019) and objective 4 (quantify 50 customers recommending the store in 2019 with a direct effect on the number of new customers). To achieve the objectives, strategies were outlined that reflect in the implementation of measures of development of the store's online side.
Description
Keywords
Comércio independente Marketing Relacional Redes sociais Personalização Fidelização