Aplicação do omnichannel e retail design em ambientes de médio porte: estudo de caso em uma floricultura

Abstract

The omnichannel strategy will be one of the top five retail trends as will be seen in this paper, with projections indicating that the digital channel will reach 20% of its sales by 2024. The retail sector is characterized by intuition, improvisation and imitation, with a trend towards scientific consolidation through retail design. With this context comes the need to adapt the profile, skills and abilities of the professional who develops projects for retail environments in this new reality. Thus, the objective of this dissertation was to configure a model for the development and application of omnichannel and retail design concepts in medium-sized environments of an independent brand in the city of Manaus. Through qualitative research, tools, processes and concepts were found that were listed in the developed model. This model emerged from an explanatory research, through the analysis and adaptation of the methodology of the holistic route of the retail design process. The case study was used as a research procedure for the application of the model, which resulted in the development and implementation of a retail design project in a flower shop that, from then on, managed to act in physical and virtual channels, not only through logistics. and business organization that it had, but also by the integration of these channels. The work concluded that it is possible to integrate retail design and an omnichannel strategy in a medium-sized retail store, leaving a record of a methodological process for reproduction in future studies.