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Publication
O efeito da metamorfose digital nas lojas físicas e o novo papel do vendedor
| Name: | Description: | Size: | Format: | |
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| 8.7 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Num cenário de crescente digitalização e automatização do retalho físico, a presente
investigação propõe uma análise crítica sobre o papel do vendedor contemporâneo,
identificando os impactos dessa transformação na experiência de compra, na dinâmica das
equipas e na relação marca-consumidor. Longe de entender a tecnologia como antagonista da
relação humana, esta dissertação defende a necessidade de reposicionar os elementos
tecnológicos como extensões complementares da mediação humana, devolvendo centralidade
ao capital relacional e emocional no ponto de venda. Com base numa abordagem mista
quantitativa e qualitativa que inclui observação em loja, entrevistas e análise aplicada em
contextos reais, o estudo revela um desequilíbrio recorrente: a hiper-automação de processos
em detrimento da escuta ativa, da empatia e da personalização. A investigação oferece ainda
uma proposta estratégica original o sistema R.I.S.E. ( Retail Interaction System for
Engagement ) concebido como ferramenta de análise e intervenção para melhorar a qualidade
das interações no retalho físico. Os contributos desta investigação abrangem as áreas do
Design de Serviços, Design Thinking, Gestão de Equipas, Psicologia do Consumo e Vendas,
resultando numa reflexão aplicada e transdisciplinar. Ao recuperar o valor da presença
humana num setor em mutação, esta tese convida a repensar o futuro do retalho não apenas
como espaço de transação, mas como lugar de relação, escuta e significado.
In an era of increasing digitalization and automation of physical retail, this research presents a critical analysis of the evolving role of the contemporary in-store salesperson, examining the impact of this transformation on customer experience, team dynamics, and brand-consumer relationships. Rather than viewing technology as an antagonist to human connection, this dissertation argues for the repositioning of technological tools as complementary extensions of human mediation, restoring emotional and relational capital at the heart of the retail environment. Grounded in a mixed-methods approach combining in-store observation, interviews, and applied analysis in real-world contexts, the study reveals a recurring imbalance: the over-automation of processes at the expense of active listening, empathy, and personalization. The research introduces an original strategic proposal, the R.I.S.E. system ( Retail Interaction System for Engagement ), designed as a practical framework for analysing and improving the quality of interactions within physical retail. The contributions of this research span the fields of Service Design, Design Thinking, Team Management, Consumer Psychology, and Sales, resulting in a practical and transdisciplinary reflection. By reclaiming the value of human presence in a transforming sector, this thesis invites us to rethink the future of retail not merely as a place of transaction, but as a space for relationship, listening, and meaning.
In an era of increasing digitalization and automation of physical retail, this research presents a critical analysis of the evolving role of the contemporary in-store salesperson, examining the impact of this transformation on customer experience, team dynamics, and brand-consumer relationships. Rather than viewing technology as an antagonist to human connection, this dissertation argues for the repositioning of technological tools as complementary extensions of human mediation, restoring emotional and relational capital at the heart of the retail environment. Grounded in a mixed-methods approach combining in-store observation, interviews, and applied analysis in real-world contexts, the study reveals a recurring imbalance: the over-automation of processes at the expense of active listening, empathy, and personalization. The research introduces an original strategic proposal, the R.I.S.E. system ( Retail Interaction System for Engagement ), designed as a practical framework for analysing and improving the quality of interactions within physical retail. The contributions of this research span the fields of Service Design, Design Thinking, Team Management, Consumer Psychology, and Sales, resulting in a practical and transdisciplinary reflection. By reclaiming the value of human presence in a transforming sector, this thesis invites us to rethink the future of retail not merely as a place of transaction, but as a space for relationship, listening, and meaning.
Description
Keywords
Retalho físico Vendedor Digitalização Humanização Experiência do consumidor Design centrado no humano