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Abstract(s)
A presente dissertação explora o impacto da transformação digital na experiência do
consumidor em ambiente de loja no setor do luxo. Partindo do objetivo traçado, delineou-se
uma base teórica que enquadra o universo do luxo com os fatores que o diferenciam e explora
igualmente a experiência do consumidor nas lojas físicas de luxo apresentando os principais
traços das novas gerações de consumidores deste setor. Finalmente, conceptualiza-se o
fenómeno da transformação digital e as suas variantes bem como as tendências mais
relevantes para o progresso do ambiente de loja, e consequentemente da experiência dos
consumidores de luxo. Tendo em conta a natureza da investigação, utilizou-se uma
metodologia qualitativa, que através de entrevistas estruturadas e semiestruturadas, procurou
recolher a perspetiva de duas dimensões distintas, mas essenciais para o retalho, ou seja,
marcas e consumidores de luxo, no contexto português. Após apresentação e relacionamento
entre temas de ambas as duas dimensões, constatamos que as lojas físicas continuam a ter
uma relevância significativa para os consumidores ainda para mais num setor que se
caracteriza por bens de valor elevado que necessitam de validação e visualização físicas por
parte do consumidor aquando da compra. Apesar do avanço registado pelo canal online,
ainda mais significativo após a pandemia Covid-19, são registados obstáculos à experiência
que em nada se igualam à vivência numa loja física. A evolução tecnológica é reconhecida
por ambas as partes, consumidores e marcas, mas a recetividade à sua presença não é
consensual. A hiperpersonalização assume-se como uma prioridade e a conveniência que a
tecnologia pode trazer no que toca a procedimentos de serviço é altamente exaltada. O futuro
é seguramente digital, mas o caminho para a transformação digital ainda é longo e incerto.
This dissertation explores the impact of digital transformation on the consumer experience in a store environment in the luxury sector. Based on the objective outlined, a theoretical basis was outlined that frames the universe of luxury with the factors that differentiate it and also explores the consumer experience in physical luxury stores, presenting the main aspects of the new generations of consumers in this sector. Finally, the phenomenon of digital transformation and its variants are conceptualized, as well as the most relevant trends for the progress of the store environment, and consequently of the experience of luxury consumers. Considering the nature of the research, a qualitative methodology was used, which, through structured and semi-structured interviews, sought to collect the perspective of two distinct dimensions, but essential for retail, that is, luxury brands and consumers, in the portuguese context. After the definition and correlation between themes of both dimensions, we found that physical stores continue to have a significant relevance for consumers, even more so in a sector that is characterized by high-value goods that need physical validation and visualization by the consumer upon purchase. Despite the progress registered by the online channel, even more significantly after the Covid-19 pandemic, obstacles to the experience are registered that in no way equal the experience in a physical store. Technological evolution is recognized by both parties, consumers, and brands, but the receptivity to its presence is not consensual. Hyperpersonalization is assumed as a priority and the convenience that technology can bring when it comes to service procedures is highly praised. The future is surely digital, but the path to digital transformation is still long and uncertain.
This dissertation explores the impact of digital transformation on the consumer experience in a store environment in the luxury sector. Based on the objective outlined, a theoretical basis was outlined that frames the universe of luxury with the factors that differentiate it and also explores the consumer experience in physical luxury stores, presenting the main aspects of the new generations of consumers in this sector. Finally, the phenomenon of digital transformation and its variants are conceptualized, as well as the most relevant trends for the progress of the store environment, and consequently of the experience of luxury consumers. Considering the nature of the research, a qualitative methodology was used, which, through structured and semi-structured interviews, sought to collect the perspective of two distinct dimensions, but essential for retail, that is, luxury brands and consumers, in the portuguese context. After the definition and correlation between themes of both dimensions, we found that physical stores continue to have a significant relevance for consumers, even more so in a sector that is characterized by high-value goods that need physical validation and visualization by the consumer upon purchase. Despite the progress registered by the online channel, even more significantly after the Covid-19 pandemic, obstacles to the experience are registered that in no way equal the experience in a physical store. Technological evolution is recognized by both parties, consumers, and brands, but the receptivity to its presence is not consensual. Hyperpersonalization is assumed as a priority and the convenience that technology can bring when it comes to service procedures is highly praised. The future is surely digital, but the path to digital transformation is still long and uncertain.
Description
Keywords
Transformação digital Lojas físicas Retalho de luxo Experiência em loja Tendências tecnológicas e digitais Digital transformation Physical stores Luxury retail Store experience Technological and digital trends