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Publication
Impacto da remodelação na performance de uma loja de retalho alimentar
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| 945.75 KB | Adobe PDF |
Advisor(s)
Abstract(s)
No seguimento do estágio curricular numa empresa de retalho alimentar nacional, o atual
relatório foi redigido com o propósito de avaliar o impacto da remodelação de uma loja física,
englobando a visão do cliente e do negócio, ou seja, de aferir a perceção dos clientes e a
respetiva satisfação com a remodelação (pain and pleasure points com a loja remodelada vs.
loja não remodelada), bem como a avaliação das variáveis de marketing mix (preço, promoção,
produto e place).
Face a um contexto de constante mudança, as empresas de retalho deparam-se hoje com novos
desafios e sobretudo novas exigências, principalmente considerando as novas formas de
concorrência digital, a elevada quantidade de informação consumida pelos clientes e a rápida
inovação de artigos, fatores que atualmente tornam este setor mais competitivo e desafiante.
Ao longo dos anos, o analytics tem ganho um papel cada vez mais relevante na estratégia dos
retalhistas. Um dos fatores chave que contribui para o sucesso no retalho passa por ser mais
data centric, ou seja, por fundamentar as decisões nos dados disponíveis de negócio,
conseguindo assim, uma maior satisfação do cliente e um crescimento e rentabilidade
sustentáveis. Neste sentido, para além do contexto experiencial vivido no dia a dia do estágio,
a concretização deste projeto baseia-se numa abordagem diversificada ao nível das fontes de
informação utilizadas. Numa primeira instância foram recolhidos dados secundários de
caracterização socioeconómica, demográfica e concorrencial resultantes do desk research,
seguindo-se a recolha dos dados primários, informação qualitativa e quantitativa, derivada da
realização de estudos a clientes, bem como dados internos de negócio.
Following the curricular internship in a national food retail company, this report was written with the purpose of evaluating the impact of the remodelling of a physical store, encompassing the customer's and the business' vision, i.e., to assess the customers' perception and their satisfaction with the remodelling (pain and pleasure points with the remodelled store vs. a non- remodelled store), as well as the evaluation of the marketing mix variables (price, promotion, product and place). In a context of constant change, retail companies today face new challenges and especially new demands, especially considering the new forms of digital competition, the high amount of information consumed by customers and the rapid innovation of items, factors that currently make this sector more competitive and challenging. Over the years, analytics has gained an increasingly important role in retailers' strategy-making. One of the key factors that contributes to success in retail is to be more data centric, i.e., to base decisions on available business data, thus achieving greater customer satisfaction and sustainable growth and profitability. In this sense, in addition to the experiential context lived in the day to day of the internship, the implementation of this project is based on a diversified approach in terms of the sources of information used. In a first instance, secondary data were collected for socioeconomic, demographic and competitive characterization resulting from desk research, followed by the collection of primary data, qualitative and quantitative information derived from customer surveys, as well as internal business data.
Following the curricular internship in a national food retail company, this report was written with the purpose of evaluating the impact of the remodelling of a physical store, encompassing the customer's and the business' vision, i.e., to assess the customers' perception and their satisfaction with the remodelling (pain and pleasure points with the remodelled store vs. a non- remodelled store), as well as the evaluation of the marketing mix variables (price, promotion, product and place). In a context of constant change, retail companies today face new challenges and especially new demands, especially considering the new forms of digital competition, the high amount of information consumed by customers and the rapid innovation of items, factors that currently make this sector more competitive and challenging. Over the years, analytics has gained an increasingly important role in retailers' strategy-making. One of the key factors that contributes to success in retail is to be more data centric, i.e., to base decisions on available business data, thus achieving greater customer satisfaction and sustainable growth and profitability. In this sense, in addition to the experiential context lived in the day to day of the internship, the implementation of this project is based on a diversified approach in terms of the sources of information used. In a first instance, secondary data were collected for socioeconomic, demographic and competitive characterization resulting from desk research, followed by the collection of primary data, qualitative and quantitative information derived from customer surveys, as well as internal business data.
Description
Keywords
Business analytics Remodelação Retalho alimentar Impacto Cliente Satisfação Business analytics Remodeling Food retail Impact Customer Satisfaction