Loading...
Publication
Análise às ruturas de stock em produtos de campanhas temáticas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.23 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A rutura de stocks impacta negativamente a imagem dos retalhistas, pois o cliente perceciona
que o produto desejado não se encontra disponível. Esta temática tem vindo a ser estudada
desde 1968 e a literatura indica que a principal causa de ruturas advém da ineficiência das
operações em loja. Pelo facto desta problemática acarretar perdas de vendas anuais superiores
a 130 biliões de dólares em todo o mundo e diminuir a lealdade do consumidor, o presente caso
de estudo é baseado na análise do resultado das auditorias externas realizadas pela Direção
Cliente da Sonae MC às campanhas temáticas de 80% das lojas da insígnia Continente Modelo
e tem como objetivo analisar e entender a relação existente entre as ruturas identificadas, cujo
stock existia no armazém da lojas, e as variáveis internas e externas ao negócio, bem como,
explorar estratégias que permitam reduzir as ruturas de stock percecionadas pelos clientes. A
experiência de compra é hoje essencial à jornada de compra dos consumidores e, sendo bem sucedida, leva a que sejam compartilhadas experiências entre família e amigos, o que aumenta
a probabilidade de sucesso das empresas. Para garantir a satisfação dos clientes e aumentar o
seu valor, os retalhistas precisam de se adaptar à realidade atual, reajustando as suas lojas físicas
e inovando nas suas estratégias omnicanal.
The out-of-stocks negatively impacts the image of retailers, as the desired product is not available when the consumer needs it. This theme has been studied since 1968 and literature indicates the main cause comes from in-store operations inefficiency. Due to the fact this problem causes more than $130 billion annual sales losses and reduces consumer loyalty, this case study is based on the analysis of external audits results carried out by Sonae MC's Customer Department about the thematic campaigns of 80% Continente Modelo stores with the aim of analyze and understand the relationship between identified stockouts, whose stock existed in the stores' warehouse, and internal and external business variables, as well as to explore strategies that allow to reduce stockouts perceived by customers. Shopping experience is now essential to consumer's journey and being successful leads to share experiences with family and friends, which increases the probability of company’s success. To ensure customer satisfaction and increase their value, retailers need to adapt to current reality, readjusting their physical stores and innovating their omni-channel strategies.
The out-of-stocks negatively impacts the image of retailers, as the desired product is not available when the consumer needs it. This theme has been studied since 1968 and literature indicates the main cause comes from in-store operations inefficiency. Due to the fact this problem causes more than $130 billion annual sales losses and reduces consumer loyalty, this case study is based on the analysis of external audits results carried out by Sonae MC's Customer Department about the thematic campaigns of 80% Continente Modelo stores with the aim of analyze and understand the relationship between identified stockouts, whose stock existed in the stores' warehouse, and internal and external business variables, as well as to explore strategies that allow to reduce stockouts perceived by customers. Shopping experience is now essential to consumer's journey and being successful leads to share experiences with family and friends, which increases the probability of company’s success. To ensure customer satisfaction and increase their value, retailers need to adapt to current reality, readjusting their physical stores and innovating their omni-channel strategies.
Description
Keywords
Rutura de stock Retalho Logística Experiência de compra Out-of-stocks Retail Logistics Customer shopping experience