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A adoção de uma estratégia de retalho omnicanal: estudo de caso DIA Supermercados de Portugal
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Advisor(s)
Abstract(s)
O e-commerce evoluiu muito nos últimos anos, e junto deste segmento de negócio,
vimos crescer também as exigências do consumidor, na medida em que estes procuram
cada vez mais experiências diferenciadas, agilidade e rapidez no relacionamento com
as empresas. Através de uma estratégia omnicanal, que consiste em oferecer a mesma
experiência ao consumidor em todos os pontos de contato, é possível dar respostas que
satisfaçam os interesses e necessidades dos clientes, através de uma interligação de
todos os canais, sejam eles online ou offline. O futuro do retalho passa pela reinvenção,
pelo que se torna indispensável abandonar as estratégias tradicionais, e trabalhar para
uma perspetiva de interação omnicanal em que as experiências assumem um papel
importante.
O cenário do retalho tem vindo a alterar-se ao longo dos anos com a ascensão do canal
online, do canal mobile e da crescente inovação tecnológica, incitando a alteração do
modelo de negócio por parte das empresas. O omnicanal surge como um modelo de
gestão de canais para dar resposta a esta mudança de cenários. A abordagem
omnicanal significa proporcionar uma experiência de compra por meio de vários canais
totalmente integrados, transmitindo uma sensação de continuidade. Os clientes
esperam a integração dos canais online-offline, onde possam combiná-los de acordo
com as suas necessidades. No entanto, a implementação do omnicanal pressupõe não
só uma transformação ao nível da experiência de compra do cliente, mas sobretudo
uma mudança empresarial que afeta todas as áreas. Não obstante, o conceito
omnicanal ainda é pouco explorado e, por esse motivo, carece de aprofundamento. A
presente investigação teve como objetivo compreender o processo de implementação
de um modelo omnicanal numa empresa nacional na área do retalho.
Tendo em conta o objetivo, foi adotada uma metodologia qualitativa, de estudo de caso,
com recurso a entrevistas semiestruturadas, realizadas a quatro colaboradores dos
quadros superiores, de forma a entender: de que forma percecionam as mudanças nos
hábitos de compra do consumidor e que desenvolvimentos a insígnia em estudo teve
que realizar para suportar a estratégia atual; qual a sua perceção e motivação para que
a empresa trabalhe sobre um modelo de gestão omnicanal; como pode ser feita a
potenciação da experiência do cliente; e o que requer a implementação do conceito
omnicanal no modelo de gestão atual.Através deste estudo, foi possível descrever a
importância do modelo omnicanal, uma vez que se torna o modelo vencedor para o
retalho, na medida em que o mundo físico e o mundo digital se complementam. Para vir a trabalhar com este modelo a empresa em estudo terá de definir uma estratégia inicial
e passar por um período de transição que irá provocar mudanças na organização, na
cultura, no modelo de gestão atual, no marketing e na utilização de recursos. A
estratégia omnicanal irá requerer um alinhamento global da marca, um bom serviço de
e-commerce, criação de parcerias e aquisição de inovações digitais, como aplicações e
plataformas tecnológicas, que potenciem a experiência do cliente e o envolvimento com
a marca.
E-commerce has evolved a lot in the past few years, and together with this business segment, we have also seen consumer demands grow, as they increasingly seek different types of experiences, agility and speed in the relationship with companies. Through an omnichannel strategy, which consists of offering the same experience to the consumer at all points of contact, it is possible to provide answers that satisfy the interests and needs of customers, through an interconnection of all channels, whether online or offline. The future of retail involves reinvention, so it is essential not to abandon traditional strategies and work towards a perspective of omnichannel interaction in which experiences play an important role. The retail scenario has been changing over the years with the rise of online and mobile channels and growing technological innovation prompting companies to change their business model. Omnichannel emerges as a channel management model to respond to this scenario change. The omnichannel approach means providing a shopping experience through multiple channels that are fully integrated, conveying a sense of continuity. Customers expect the integration of online-offline channels, where they can combine them according to their needs. However, the implementation of omnichannel presupposes a transformation in terms of the customer's shopping experience and a business change that affects all areas. Nevertheless, the omnichannel concept is still little explored and, for this reason, needs to be further developed. The present investigation aimed to understand the process of implementing an omnichannel model in a national company in the retail area. Bearing in mind the objective, it was adopted a qualitative methodology of the case study, using semi-structured and structured interviews, carried out with four employees of the upper management, to understand: how they perceive the changes in the consumer's buying habits and what developments the insignia under study had to carry out to support the current strategy; what is their perception and motivation for the company to work on an omnichannel management model; how to improve the customer experience; what requires the implementation of the omnichannel concept in the current management model. Through this study, it was possible to describe the importance of the omnichannel model, as it becomes the winning model for retail, as the physical world and the digital world complement each other. To work with this model, the company under study will have to define an initial strategy and go through a transition period that will bring about changes in the organization, in the culture, in the current management model, in marketing and in the use of Resources. The omnichannel strategy will require global brand alignment, a good e-commerce service, the creation of partnerships and the acquisition of digital innovations, such as applications and technology platforms, that improve the customer experience and engagement with the brand.
E-commerce has evolved a lot in the past few years, and together with this business segment, we have also seen consumer demands grow, as they increasingly seek different types of experiences, agility and speed in the relationship with companies. Through an omnichannel strategy, which consists of offering the same experience to the consumer at all points of contact, it is possible to provide answers that satisfy the interests and needs of customers, through an interconnection of all channels, whether online or offline. The future of retail involves reinvention, so it is essential not to abandon traditional strategies and work towards a perspective of omnichannel interaction in which experiences play an important role. The retail scenario has been changing over the years with the rise of online and mobile channels and growing technological innovation prompting companies to change their business model. Omnichannel emerges as a channel management model to respond to this scenario change. The omnichannel approach means providing a shopping experience through multiple channels that are fully integrated, conveying a sense of continuity. Customers expect the integration of online-offline channels, where they can combine them according to their needs. However, the implementation of omnichannel presupposes a transformation in terms of the customer's shopping experience and a business change that affects all areas. Nevertheless, the omnichannel concept is still little explored and, for this reason, needs to be further developed. The present investigation aimed to understand the process of implementing an omnichannel model in a national company in the retail area. Bearing in mind the objective, it was adopted a qualitative methodology of the case study, using semi-structured and structured interviews, carried out with four employees of the upper management, to understand: how they perceive the changes in the consumer's buying habits and what developments the insignia under study had to carry out to support the current strategy; what is their perception and motivation for the company to work on an omnichannel management model; how to improve the customer experience; what requires the implementation of the omnichannel concept in the current management model. Through this study, it was possible to describe the importance of the omnichannel model, as it becomes the winning model for retail, as the physical world and the digital world complement each other. To work with this model, the company under study will have to define an initial strategy and go through a transition period that will bring about changes in the organization, in the culture, in the current management model, in marketing and in the use of Resources. The omnichannel strategy will require global brand alignment, a good e-commerce service, the creation of partnerships and the acquisition of digital innovations, such as applications and technology platforms, that improve the customer experience and engagement with the brand.
Description
Keywords
Retalho Omnicanal Consumidor Tecnologia Retail Omnichannel Consumer Technology