Implementação omnicanal do projeto prateleira infinita em empresa do varejo tradicional de moda íntimaimpactos em desempenho de venda, brand equity, lealdade e satisfação do cliente

Resumo

With technological development being considered a wave of revolution, or era of transformation in retail, companies have been looking for techniques, methods, processes and technologies to face the new needs of their customers. Teaching Edelman and Singer (2015, p.4): “[...] companies have reacted to customers, trying to anticipate their next moves and positioning themselves in the paths of buyers”. Retailers, in order to meet this new demand, are investing to become increasingly a unique channel of communication and interaction with their customers, adopting omnichannel strategies that advance the development of distribution channels. This study will identify the creation of competitive differentials generated by the omnichannel development project “Prateleira Infinita”, a project developed by a multinational underwear company, born and operating in the “Traditional Retail” and its real benefits after implementation. For the study, a quantitative survey was carried out in 48 stores, with 204,000 customer mailings, drawn with simple randomness, totaling 927 interviews conducted in two phases: 460 interviews before implementation in June / 2019 and 467 interviews in December / 2019 after implementation of the “Prateleira Infinita” project. With the application of a structured Brand Equity analysis questionnaire and application of the Net Score Promoter (NPS) metric to the brand consumers to answer the objectives: 1) Check if there will be a difference in the brand perception before and after the implementation of the project and objective; 2) Check if there will be a difference in customer satisfaction and loyalty before and after the implementation of the infinite shelf project; and 3) Check if there will be a return on investment from the implementation of the infinite shelf project. A comparison was made between the costs of implementing the project and the contribution margin for the analysis period. The results of the test t demonstrated that there is a valid statistical variation between the results of the two surveys carried out, with a decrease in the results from one survey to another, however, despite the statistical significance, the implications of this decrease in practice are negligible. The infinite shelf project does not promote an increase in the results of the Brand Equity and NPS surveys. There was a 1396% return on the invested in the implementation of the infinite shelf project, considered on the contribution margin, which shows that despite not having acted positively on the customer's behavior, it presents high profitability for the company.

Ficha do documento

Tipo

Dissertação

Ano

2020

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/29208

Palavras-chave

Infinite shelfDistribution channelsOmnichannelPrateleira infinitaCanais de distribuiçãoOmnicanalidadeAdministração de empresasComércio varejistaMarketingClientes - ContatosSatisfação do consumidor