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Tendências do retalho: a tecnologia como ferramenta e transformação da experiência de compra
| Name: | Description: | Size: | Format: | |
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| 1.82 MB | Adobe PDF |
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Abstract(s)
O setor de retalho está passando cada vez mais por transformações devido ao impacto das novas tecnologias, como inteligência artificial, realidade virtual, redes sociais e automação, transformando assim, a experiência de compra e a forma como as vendas são executadas.
Por exemplo, a Inteligência Artificial tem sido muito utilizada para personalizar ofertas e automatizar o atendimento ao cliente, enquanto a Realidade Virtual proporciona uma experiência de compra imersiva, permitindo que os consumidores visualizem produtos antes da compra. Já as redes sociais e a automação, promovem a interação da marca com o cliente, podendo segmentar o público-alvo, localização e interesses de acordo com cada necessidade, além de fornecer um atendimento mais assertivo.
Além disso, os pagamentos digitais e a integração omnichanel também têm transformado a experiência de compra, oferecendo mais flexibilidade e conveniência. Embora essas inovações ofereçam benefícios claros, elas também apresentam desafios, como a necessidade de altos investimentos em tecnologia, treinamento das equipas e preocupações com a privacidade das informações dos consumidores.
A seguinte dissertação pretende analisar através de um estudo qualitativo, de que forma essas tecnologias interferem no retalho e na experiência final dos consumidores, além de entender quais as principais ferramentas disponíveis e quais as percepções dos consumidores em relação a elas.
Após a análise das informações obtidas pelas respostas e no decorrer do trabalho, foi possível entender que grande parte dos consumidores são impactados de alguma forma pelas tecnologias, as quais tem total ligação com sua satisfação de experiência de compra, seja ela online ou física.
The retail sector is increasingly undergoing transformations due to the impact of new technologies, such as artificial intelligence, virtual reality, social networks and automation, transforming the shopping experience and the way sales are executed. For example, Artificial Intelligence has been widely used to personalize offers and automate customer service, while Virtual Reality provides an immersive shopping experience, allowing consumers to visualize products before purchasing. Social networks and automation promote interaction between the brand and the customer, being able to segment the target audience, location and interests according to each need, in addition to providing a more assertive service. In addition, digital payments and omnichannel integration have also transformed the shopping experience, offering more flexibility and convenience. Although these innovations offer clear benefits, they also present challenges, such as the need for high investments in technology, team training and concerns about the privacy of consumer information. The following dissertation aims to analyze, through a qualitative study, how these technologies affect retail and consumers' final experience, in addition to understanding the main tools available and consumers' perceptions of them. After analyzing the information obtained through the responses and during the work, it was possible to understand that a large proportion of consumers are impacted in some way by technologies, which are completely linked to their satisfaction with the shopping experience, whether online or physical.
The retail sector is increasingly undergoing transformations due to the impact of new technologies, such as artificial intelligence, virtual reality, social networks and automation, transforming the shopping experience and the way sales are executed. For example, Artificial Intelligence has been widely used to personalize offers and automate customer service, while Virtual Reality provides an immersive shopping experience, allowing consumers to visualize products before purchasing. Social networks and automation promote interaction between the brand and the customer, being able to segment the target audience, location and interests according to each need, in addition to providing a more assertive service. In addition, digital payments and omnichannel integration have also transformed the shopping experience, offering more flexibility and convenience. Although these innovations offer clear benefits, they also present challenges, such as the need for high investments in technology, team training and concerns about the privacy of consumer information. The following dissertation aims to analyze, through a qualitative study, how these technologies affect retail and consumers' final experience, in addition to understanding the main tools available and consumers' perceptions of them. After analyzing the information obtained through the responses and during the work, it was possible to understand that a large proportion of consumers are impacted in some way by technologies, which are completely linked to their satisfaction with the shopping experience, whether online or physical.
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Keywords
Experiência de compra Omnichanel Retalho Tendências Tecnológicas