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Advisor(s)
Abstract(s)
O crescimento do e-commerce é uma realidade cada vez mais presente nas sociedades contemporâneas, tendo as lojas físicas registado um abrandamento do seu crescimento. Ainda assim, o fim destas superfícies não aconteceu. Inclusivamente, lojas inteiramente digitais passaram a disponibilizar formatos físicos, adaptando-se às crescentes necessidades dos consumidores. Não obstante, surgiu a necessidade de renovar a loja física, de duas formas: aproximando a sua proposta de valor daquilo que são os pontos fortes de uma loja online e/ou diferenciando ainda mais os seus pontos chave. Ao longo dos anos foram dadas respostas nesse sentido, no entanto há ainda um longo caminho a percorrer pelas lojas para competir melhor com o canal digital, ao mesmo tempo que desenvolvem esforços para que haja uma conciliação entre estas e o seu próprio canal online (website), aludindo, assim, ao conceito de omnicanalidade. O retalho físico, como hipermercados, tem vindo a registar um aumento do volume de vendas, pese embora se sentirem os efeitos do crescimento do e-commerce. Como se sabe, um hipermercado comercializa uma larga quantidade de produtos, havendo categorias particularmente afetadas como é o caso da tecnologia. Desse modo, comprometemo-nos a estudar o papel que o universo tecnológico do Auchan Gaia, onde decorreu o estudo, terá no futuro, tendo em conta as mudanças ocorridas. Para isso, recorremos a três técnicas de investigação que permitiram aceder a perspetivas distintas: a do investigador, através da observação participante, a do colaborador, através das entrevistas, e a do cliente, através do inquérito. Estes olhares, permitiram compreender os impactos do e-commerce na loja física e os desafios que esta atravessa.
The growth of e-commerce is an increasingly present reality in contemporary societies, with physical stores slowing down their growth. Nevertheless, the end of these surfaces has not happened. Even fully digital stores began to offer physical formats, adapting to the growing needs of consumers. Nonetheless, the need to renovate the physical store has arisen in two ways: by approximating its value proposition to what the strengths of an online store are and/or by further differentiating its key strengths. Over the years answers have been given in this direction, however there is still a long way to go for the stores to better compete with the digital channel, at the same time as they make an effort to reconcile them with their own online channel (website), thus alluding to the concept of omnicannality. Physical retail, such as hypermarkets, has been experiencing an increase in sales volume, despite the effects of the growth in e-commerce. As is well known, a hypermarket markets a large quantity of products, with categories particularly affected such as technology. In this way, we committed ourselves to studying the role that the technological universe of Auchan Gaia, where the study took place, will have in the future, considering the changes that have occurred. To do this, we used three research techniques that allowed us to access different perspectives: that of the researcher, through participant observation, that of the collaborator, through interviews, and that of the client, through the survey. These perspectives allowed us to understand the impacts of e-commerce on the physical store and the challenges it faces.
The growth of e-commerce is an increasingly present reality in contemporary societies, with physical stores slowing down their growth. Nevertheless, the end of these surfaces has not happened. Even fully digital stores began to offer physical formats, adapting to the growing needs of consumers. Nonetheless, the need to renovate the physical store has arisen in two ways: by approximating its value proposition to what the strengths of an online store are and/or by further differentiating its key strengths. Over the years answers have been given in this direction, however there is still a long way to go for the stores to better compete with the digital channel, at the same time as they make an effort to reconcile them with their own online channel (website), thus alluding to the concept of omnicannality. Physical retail, such as hypermarkets, has been experiencing an increase in sales volume, despite the effects of the growth in e-commerce. As is well known, a hypermarket markets a large quantity of products, with categories particularly affected such as technology. In this way, we committed ourselves to studying the role that the technological universe of Auchan Gaia, where the study took place, will have in the future, considering the changes that have occurred. To do this, we used three research techniques that allowed us to access different perspectives: that of the researcher, through participant observation, that of the collaborator, through interviews, and that of the client, through the survey. These perspectives allowed us to understand the impacts of e-commerce on the physical store and the challenges it faces.
Description
Keywords
Retalho Loja física E-commerce Renovação Seção tecnológica Retail Physical shop Renovation Technology section