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A presente dissertação decorre em contexto empresarial com o desafio de
reforçar a posição de liderança da Sport Zone na categoria de Running. Em
resposta a esse desafio, foi planeado, desenvolvido e implementado o projeto
Every Zone, servindo este como base de implementação de uma estratégia Omnichannel.
O Every Zone nasce como um novo ponto de contacto da marca com o
cliente: o ponto de contacto que permite à Sport Zone estar com o cliente não só
no momento de compra, mas também quando ele pratica desporto.
Podemos definir o Every Zone como uma rede social do desporto, que
vive essencialmente em duas plataformas, num website e numa aplicação móvel,
onde a app é a ligação com o mundo real, pois regista toda a atividade física do
desportista, tendo assim a função de gerar conteúdo próprio. E o site é a home base
de toda a informação, onde vive todo o conteúdo gerado pelo utilizador, pela
comunidade e pela Sport Zone.
O planeamento, desenvolvimento e implementação da plataforma Every
Zone foi realizado através de uma metodologia pré-estabelecida e apresentada
na presente dissertação, onde se destaca a importância da interligação e
alinhamento deste novo ponto de contacto com os restantes já existentes da
marca.
O desenvolvimento de todo o projeto foi assim apoiado pelo conceito da
estratégia Omni-channel (Verhoef et al. 2015), e ainda, no facto da Sport Zone
querer aumentar a sua força gravitacional à volta da marca (customer gravity), sem
recorrer apenas a posicionamento comercial.
É com base nesta premissa que é definido o objetivo do presente projeto:
desenvolver uma plataforma que seja o novo ponto de contacto com o cliente,
um “customer gravity generator” (Mark Bonchek, 2012), promovendo o
alinhamento e a interligação de todos os pontos de contacto, ajudando, assim, na
construção da estratégia Omni-channel.
This work takes place in a business context with the challenge of strengthening Sport Zone leadership position in the Running category. In response to this challenge, we planned, developed and implemented the project Every Zone, which should serve as an implementation base for an Omni-channel strategy. Every Zone is born as a new point of contact of the brand with the customer: the contact point that allows Sport Zone to be with the customer not only at the time of purchase, but also when he/she practices sport. We can define Every Zone as a sports social network, which lives primarily in two platforms, a website and a mobile app. The app is the connection with the real world, as it records all the physical activity, and it also has the function to generate its own content. And the website is the home base of all the information, where all the content generated by the user community and by Sport Zone lives. The planning, development and implementation of Every Zone platform was accomplished through a pre-established methodology presented in this dissertation. This methodology highlights the importance of the linkages and alignment of this new point of contact with all the others points of contact that the brand has with its customers. The development of the entire project was well supported by the concept of Omni-channel strategy (Verhoef et al. 2015), and also by the fact that Sport Zone wants to increase the gravitational pull of the brand (customer gravity) without using only a commercial positioning. The objective of this project was defined around this assumption to develop a platform that will be the new point of contact between the brand and its customers, a "customer gravity generator" (Mark Bonchek 2012), promoting the alignment and interconnection of all the contact points, thereby helping to build an Omni-channel strategy.
This work takes place in a business context with the challenge of strengthening Sport Zone leadership position in the Running category. In response to this challenge, we planned, developed and implemented the project Every Zone, which should serve as an implementation base for an Omni-channel strategy. Every Zone is born as a new point of contact of the brand with the customer: the contact point that allows Sport Zone to be with the customer not only at the time of purchase, but also when he/she practices sport. We can define Every Zone as a sports social network, which lives primarily in two platforms, a website and a mobile app. The app is the connection with the real world, as it records all the physical activity, and it also has the function to generate its own content. And the website is the home base of all the information, where all the content generated by the user community and by Sport Zone lives. The planning, development and implementation of Every Zone platform was accomplished through a pre-established methodology presented in this dissertation. This methodology highlights the importance of the linkages and alignment of this new point of contact with all the others points of contact that the brand has with its customers. The development of the entire project was well supported by the concept of Omni-channel strategy (Verhoef et al. 2015), and also by the fact that Sport Zone wants to increase the gravitational pull of the brand (customer gravity) without using only a commercial positioning. The objective of this project was defined around this assumption to develop a platform that will be the new point of contact between the brand and its customers, a "customer gravity generator" (Mark Bonchek 2012), promoting the alignment and interconnection of all the contact points, thereby helping to build an Omni-channel strategy.
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Omni-channel Website Aplicação móvel Customer gravity Customer gravity generator App mobile