The Omnichannel: Throughout business strategy in an increasingly connected world

Detalhes bibliográficos
Autor(a) principal: Reis, Carolina Maiolino Borges dos
Data de Publicação: 2022
Outros Autores: Queiroz, Victor Lima de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Research, Society and Development
Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/27732
Resumo: This scientific work aims at the importance of an analysis of an omnichannel strategy in the times of information and connectivity boom, with the aim of discussing consumer changes in this period. The scenario and how the strategy affects retail companies and the national economy. Emphasizes the importance of digital integration and online channels for the survival of retailers An increasingly competitive market. A bibliographic study was carried out, taking into account contributions from authors such as Kotler and Armstrong, Kotler, Kartajaya, Setiawan, Muller. An analysis of how the retail company Magazine Luiza leverages sales with online and omnichannel strategy stands out, and how it can be the biggest leader in the area in 2020, differentiating itself from competitors, but currently facing challenges and economic instability. The conclusion is the extreme importance for companies to invest in the digital environment, in new online channels and continue to grow and meet customer needs. Finally, this transformation also generates a reflection of the political positioning of a brand in a heterogeneous society.
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spelling The Omnichannel: Throughout business strategy in an increasingly connected worldLas Omnicanal: A través de la estrategia empresarial en un mundo cada vez más conectado Omnichannel: A estratégia próspera dos negócios em um mundo cada vez mais conectadoOmnichannelDigital strategyRetail.OmnichannelEstratégia digitalVarejo.OmnichannelEstrategia digitalVenta minorista.This scientific work aims at the importance of an analysis of an omnichannel strategy in the times of information and connectivity boom, with the aim of discussing consumer changes in this period. The scenario and how the strategy affects retail companies and the national economy. Emphasizes the importance of digital integration and online channels for the survival of retailers An increasingly competitive market. A bibliographic study was carried out, taking into account contributions from authors such as Kotler and Armstrong, Kotler, Kartajaya, Setiawan, Muller. An analysis of how the retail company Magazine Luiza leverages sales with online and omnichannel strategy stands out, and how it can be the biggest leader in the area in 2020, differentiating itself from competitors, but currently facing challenges and economic instability. The conclusion is the extreme importance for companies to invest in the digital environment, in new online channels and continue to grow and meet customer needs. Finally, this transformation also generates a reflection of the political positioning of a brand in a heterogeneous society.Este trabajo científico tiene como objetivo la importancia de un análisis de una estrategia omnicanal en tiempos de auge de la información y la conectividad, con el objetivo de discutir los cambios de consumo en este período. El escenario y cómo afecta la estrategia a las empresas de retail y a la economía nacional. Destaca la importancia de la integración digital y los canales online para la supervivencia de los minoristas Un mercado cada vez más competitivo. Se realizó un estudio bibliográfico teniendo en cuenta aportes de autores como Kotler y Armstrong, Kotler, Kartajaya, Setiawan, Muller. Se destaca un análisis de cómo la empresa de retail Magazine Luiza apalanca las ventas con estrategia online y omnicanal, y cómo puede ser el mayor líder del rubro en 2020, diferenciándose de la competencia, pero enfrentando desafíos e inestabilidad económica en la actualidad. La conclusión es la extrema importancia que tiene para las empresas invertir en el entorno digital, en nuevos canales online y seguir creciendo y satisfaciendo las necesidades de los clientes. Finalmente, esta transformación también genera un reflejo del posicionamiento político de una marca en una sociedad heterogénea.Este trabalho científico tem como objetivo a importância de uma análise de uma estratégia omnicanal nos tempos de boom de informação e conectividade, com o objetivo de discutir as mudanças do consumidor neste período. O cenário e como a estratégia afeta as empresas varejistas e a economia nacional. Enfatiza a importância da integração digital e dos canais online para a sobrevivência dos varejistas um mercado cada vez mais competitivo. Foi realizado um estudo bibliográfico, levando em consideração contribuições de autores como Kotler e Armstrong, Kotler, Kartajaya, Setiawan, Muller. Destaca-se uma análise de como a empresa de varejo Magazine Luiza alavanca as vendas com estratégia online e omnichannel, e como ela pode ser a maior líder na área em 2020 diferenciando-se dos concorrentes, mas atualmente enfrenta desafios e instabilidade econômica. A conclusão é a extrema importância das empresas investirem no ambiente digital, nos novos canais online e continuar a crescer e atender às necessidades dos clientes. Por fim, essa transformação também gera uma reflexão do posicionamento político de uma marca em uma sociedade heterogênea.Research, Society and Development2022-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/2773210.33448/rsd-v11i5.27732Research, Society and Development; Vol. 11 No. 5; e25311527732Research, Society and Development; Vol. 11 Núm. 5; e25311527732Research, Society and Development; v. 11 n. 5; e253115277322525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIporhttps://rsdjournal.org/index.php/rsd/article/view/27732/24385Copyright (c) 2022 Carolina Maiolino Borges dos Reis; Victor Lima de Queirozhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessReis, Carolina Maiolino Borges dos Queiroz, Victor Lima de 2022-04-17T18:18:56Zoai:ojs.pkp.sfu.ca:article/27732Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:45:21.673035Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false
dc.title.none.fl_str_mv The Omnichannel: Throughout business strategy in an increasingly connected world
Las Omnicanal: A través de la estrategia empresarial en un mundo cada vez más conectado
Omnichannel: A estratégia próspera dos negócios em um mundo cada vez mais conectado
title The Omnichannel: Throughout business strategy in an increasingly connected world
spellingShingle The Omnichannel: Throughout business strategy in an increasingly connected world
Reis, Carolina Maiolino Borges dos
Omnichannel
Digital strategy
Retail.
Omnichannel
Estratégia digital
Varejo.
Omnichannel
Estrategia digital
Venta minorista.
title_short The Omnichannel: Throughout business strategy in an increasingly connected world
title_full The Omnichannel: Throughout business strategy in an increasingly connected world
title_fullStr The Omnichannel: Throughout business strategy in an increasingly connected world
title_full_unstemmed The Omnichannel: Throughout business strategy in an increasingly connected world
title_sort The Omnichannel: Throughout business strategy in an increasingly connected world
author Reis, Carolina Maiolino Borges dos
author_facet Reis, Carolina Maiolino Borges dos
Queiroz, Victor Lima de
author_role author
author2 Queiroz, Victor Lima de
author2_role author
dc.contributor.author.fl_str_mv Reis, Carolina Maiolino Borges dos
Queiroz, Victor Lima de
dc.subject.por.fl_str_mv Omnichannel
Digital strategy
Retail.
Omnichannel
Estratégia digital
Varejo.
Omnichannel
Estrategia digital
Venta minorista.
topic Omnichannel
Digital strategy
Retail.
Omnichannel
Estratégia digital
Varejo.
Omnichannel
Estrategia digital
Venta minorista.
description This scientific work aims at the importance of an analysis of an omnichannel strategy in the times of information and connectivity boom, with the aim of discussing consumer changes in this period. The scenario and how the strategy affects retail companies and the national economy. Emphasizes the importance of digital integration and online channels for the survival of retailers An increasingly competitive market. A bibliographic study was carried out, taking into account contributions from authors such as Kotler and Armstrong, Kotler, Kartajaya, Setiawan, Muller. An analysis of how the retail company Magazine Luiza leverages sales with online and omnichannel strategy stands out, and how it can be the biggest leader in the area in 2020, differentiating itself from competitors, but currently facing challenges and economic instability. The conclusion is the extreme importance for companies to invest in the digital environment, in new online channels and continue to grow and meet customer needs. Finally, this transformation also generates a reflection of the political positioning of a brand in a heterogeneous society.
publishDate 2022
dc.date.none.fl_str_mv 2022-03-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/27732
10.33448/rsd-v11i5.27732
url https://rsdjournal.org/index.php/rsd/article/view/27732
identifier_str_mv 10.33448/rsd-v11i5.27732
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/27732/24385
dc.rights.driver.fl_str_mv Copyright (c) 2022 Carolina Maiolino Borges dos Reis; Victor Lima de Queiroz
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Carolina Maiolino Borges dos Reis; Victor Lima de Queiroz
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Research, Society and Development
publisher.none.fl_str_mv Research, Society and Development
dc.source.none.fl_str_mv Research, Society and Development; Vol. 11 No. 5; e25311527732
Research, Society and Development; Vol. 11 Núm. 5; e25311527732
Research, Society and Development; v. 11 n. 5; e25311527732
2525-3409
reponame:Research, Society and Development
instname:Universidade Federal de Itajubá (UNIFEI)
instacron:UNIFEI
instname_str Universidade Federal de Itajubá (UNIFEI)
instacron_str UNIFEI
institution UNIFEI
reponame_str Research, Society and Development
collection Research, Society and Development
repository.name.fl_str_mv Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)
repository.mail.fl_str_mv rsd.articles@gmail.com
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