Transformação digital no varejo sob perspectiva dos vendedores de lojas físicas e das atividades tradicionais do funil de vendas

Resumo

The new digital technologies empower the consumer in the decision process for purchases, causing changes in the tradicional retail practices, such as involving the possibility of operating in multiple online and offline channels. Consequently, there may be changes in the performances of the salesforce on the brick and mortar stores. In this scenario, there is an opportunity for the retailer to generate competitiveness through the digitalisation of the traditional activities in sales that are executed by the salesforce in the brick and mortar stores. From the perspective of the salesforce in multichannel retailers, the present research aimed to investigate the changes occurred in each step of the sales process (prospection, approach, negotiation and overcoming of objections, sale and after-sale). A qualitative research was developed using in-depth interviews with 25 salespersons from brick and mortar stores of four multichannel retailers: one retailer from mobile electronics, two retailers from fashion and sports apparel, and one retailer from bed and bath. The outcome of this research indicates that the digital transformation, together with the training of the salesforce, is an opportunity for retailers. The interviews salesforce who experienced the innovation process recognise the productivity return, knowledge, customer relationship and the transformation of their functions, offered by the use of technologies to assist activities of offline sales, as well as the satisfaction and experience of the customer. However, there are opportunities to develop a process of modification of these activities, with many opportunities to retailers that already experienced the process and to those who are just starting in this journey of innovating their offline business models. The present research collaborates by contributing to fill the existent gap in studies regarding how the digital transformation change the traditional activities of sales funnel, brings evidence to the predominance of the competitive advantage in each activity, the benefits of improving the interaction between the salesforce and digital tools, in addition to foment the development of new studies regarding this topic.

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:10438/29053

Temas

Tecnologia

Palavras-chave

RetailMultichannelBrick and mortar salesforceDigital transformationSales funnelVarejoVendedorTransformação digitalFunil de vendasMulticanalidadeServiço ao clienteAdministração de empresasComércio varejista - Inovações tecnológicasCanais de distribuiçãoVendedoresVendas