Tecnologias da indústria 4.0 aplicadas às estratégias de marketing de empresas do comércio varejista de Manaus

Abstract

The main objective of this work was to analyze how retail companies in Manaus are applying Industry 4.0 technologies in their marketing actions in search of greater competitiveness. To do so, it had the following specific objectives: identify which emerging technologies are being used by retail companies in Manaus in their Marketing 4.0 actions; to verify how retail companies in Manaus are making the transition between traditional marketing and Marketing 4.0; and to measure the benefits of using emerging technologies to promote the brands, products and services of retail companies in Manaus in the market. The research strategy used was qualitative, descriptive research, based on interviews with a semi-structured script, carried out with four professionals occupying management positions in highly representative retail companies in Manaus. The content of the interviews was treated through content analysis. The collected data were analyzed and the content allowed us to verify that there are clear efforts to advance in the digitization of processes and in the redirection of strategies towards Marketing 4.0 by local retail companies, but that there are still potential gaps to be explored. It was also possible to show that data collection and analysis activities are already influencing the strategic decision-making process of these companies and that they already have ongoing activities driven by other enabling technologies of Industry 4.0, such as Artificial Intelligence, albeit at a more superficial stage.