Loading...
Publication
Estratégia Omnicanal: Estudo comparativo do sucesso da Amazon versus Walmart
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.93 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O conceito omnicanal tem progredido e ganho importância junto dos retalhistas, conseguindo que estes reconheçam as suas vantagens, sobretudo quando utilizado em negócios que pretendam uniformizar a sua segmentação de mercado. No retalho mundial e europeu constata-se a forte tendência de adoção da estratégia omnicanal, graças à comprovação do seu impacto positivo nas vendas.
Duas grandes marcas de retalho, a Amazon e a Walmart, são exemplares quanto ao tornarem-se omnipresentes no mercado: ambas disponibilizam canais online e offline, seja em plataforma de e-commerce, seja em loja físicas ou outros canais alternativos (como sejam os mobile, redes sociais, etc). Nesse sentido, aproveitam os diferentes multicanais utilizados pelos consumidores para chegarem ao sucesso omnicanal, ou seja, dissolvem as barreiras entre eles, congregando-os num único canal.
Todavia, estes marketplaces de retalho omnicanal começaram o seu negócio de formas opostas, sendo interessante verificar que, enquanto a Amazon nasce de uma plataforma online e se expande para o mercado físico, a Walmart fá-lo a partir de uma loja física, expandindo-se assim no e-commerce. Ambas possuem histórias de percurso contrário, mas o mesmo objetivo de incrementar as vendas e otimizar as atividades operacionais, fê-las focarem-se totalmente no consumidor, sendo agora poderosas e revolucionárias no modo de compra, hoje designado como jornada de decisão dos omnishoppers, numa era fomentada pelas ações de e-marketing.
Por fim, o principal objetivo desta dissertação é demonstrar o sucesso da aplicação de uma estratégia omnicanal no estudo comparativo da Amazon versus Walmart, em particular, no incremento das vendas online e offline, podemos afirmar que o impacto da mesma é positivo e pode ser decisivo no mundo das vendas.
The omnicanal concept has progressed and gained importance among retailers, trying to get them to recognize those advantages when used in businesses that want to standardize their market segmentation. There has been a trend in the World and European retail for adoption of an omnichannel strategy, as some studies have verified it’s positive impact on sales. Two major retail brands, such as Amazon and Walmart, are exemplary in becoming ubiquitous, as they both provide online and offline channels, whether on an e-commerce platform, physical stores, or other alternative channels (mobile, social networks...). In this sense, they take advantage of the different multichannels used by consumers to achieve the omnichannel success, that is, to dissolve the barriers between them, making it into a single channel. However, with the interest that these omnichannel retail marketplace started their business in opposite ways. While Amazon is born from an online platform and expands to the physical market, Walmart does it from a physical store to expand into e-commerce. Both aimed at increasing sales and optimizing operational activities, focused entirely on the consumer and revolutionizing the way of purchasing, now called the omnishoppers decision journey, in an Era fueled by e-marketing actions. Finally, the main purpose of this dissertation is to demonstrate the success of the application of an omnichannel strategy by using a comparative case between Amazon and Walmart, with special focus in the growth of the online and offline sales. We can afirm that it´s impact is positive and could be decisive in the market.
The omnicanal concept has progressed and gained importance among retailers, trying to get them to recognize those advantages when used in businesses that want to standardize their market segmentation. There has been a trend in the World and European retail for adoption of an omnichannel strategy, as some studies have verified it’s positive impact on sales. Two major retail brands, such as Amazon and Walmart, are exemplary in becoming ubiquitous, as they both provide online and offline channels, whether on an e-commerce platform, physical stores, or other alternative channels (mobile, social networks...). In this sense, they take advantage of the different multichannels used by consumers to achieve the omnichannel success, that is, to dissolve the barriers between them, making it into a single channel. However, with the interest that these omnichannel retail marketplace started their business in opposite ways. While Amazon is born from an online platform and expands to the physical market, Walmart does it from a physical store to expand into e-commerce. Both aimed at increasing sales and optimizing operational activities, focused entirely on the consumer and revolutionizing the way of purchasing, now called the omnishoppers decision journey, in an Era fueled by e-marketing actions. Finally, the main purpose of this dissertation is to demonstrate the success of the application of an omnichannel strategy by using a comparative case between Amazon and Walmart, with special focus in the growth of the online and offline sales. We can afirm that it´s impact is positive and could be decisive in the market.
Description
Keywords
E-Marketing Retalho Omnicanal Amazon e Walmart Vendas Consumidor Omnishoppers