The Spatial Dimension of Loyalty Strategies of Retail Companies in Brazil: an analysis of Americanas, Havan and Pernambucanas

• Autor(a) principal: Santos, Flaviane Ramos dos
• Data de Publicação: 2023
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Geografia (Londrina)
• Texto Completo: https://ojs.uel.br/revistas/uel/index.php/geografia/article/view/47028

This article aims to analyze the spatial dimension of the loyalty strategies of three retailers in Brazil: Americanas, Havan and Pernambucanas. One of the main trends in retail trade seen in recent years is a greater focus on the customer and the relationship with the consumer. The companies' own cards are used as an instrument for capturing data and a tool to attract customers, since getting to know better and providing a personalized service with your customer contributes significantly to the loyalty and, above all, to the increase in the profits of these companies from their indebtedness. For that, we used as a methodology a bibliographical review on the subject and semi-structured interviews with managers of these companies and consumers in Presidente Prudente (SP), which combined with the empirical experience obtained through the accomplishment of an internship not -paid at a consumer science company in São José do Rio Preto (SP), in 2018, allowed us to observe that, in general, retailers dedicate more and more efforts to satisfying their customers with the aim of expanding their markets consumers.