Application of omnichannel and retail design in medium-sized environments: case study in a flower shop

Autor:	Silva, Rodrigo Souza da, https://orcid.org/0000-0001-5726-2288
Přispěvatelé:	Rocha, Augusto C??sar Barreto, Fonseca, Roger Pamponet, Soares Filho, Afr??nio de Amorim Francisco
Jazyk:	portugalština
Rok vydání:	2022
Předmět:	Desenho (Projetos) Retail design DESENHO INDUSTRIAL: DESIGN DE AMBIENTES [CIENCIAS SOCIAIS APLICADAS] Servi??os ao cliente Satisfa????o do consumidor Omnichannel Ambiente de varejo DESENHO INDUSTRIAL [CIENCIAS SOCIAIS APLICADAS] Experi??ncia do cliente
Zdroj:	Biblioteca Digital de Teses e Dissertações da UFAM Universidade Federal do Amazonas (UFAM) instacron:UFAM
Popis:	Submitted by Rodrigo Silva (arq.rodrigo.rso@gmail.com) on 2022-02-27T18:31:22Z No. of bitstreams: 5 Disserta????o - Rodrigo Silva.pdf: 5555689 bytes, checksum: 47d30851148869f1bf8bf20706bb3fb7 (MD5) Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by PPGD Design (ppgd@ufam.edu.br) on 2022-03-04T21:50:06Z (GMT) No. of bitstreams: 5 Disserta????o - Rodrigo Silva.pdf: 5555689 bytes, checksum: 47d30851148869f1bf8bf20706bb3fb7 (MD5) Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Rejected by Divis??o de Documenta????o/BC Biblioteca Central (ddbc@ufam.edu.br), reason: A) No formul??rio de elabora????o da ficha catalogr??fica, n??o inserir o nome do orientador como segundo autor, somente no campo espec??fico de orientador.; B) Na Ficha catalogr??fica , as palavras-chave devem iniciar com letra mai??scula, logo: 1. Omnichannel. 2. Retail design. 3. Ambiente de varejo. 4. Experi??ncia do cliente on 2022-03-07T20:08:25Z (GMT) Submitted by Rodrigo Silva (arq.rodrigo.rso@gmail.com) on 2022-03-11T17:47:27Z No. of bitstreams: 5 Disserta????o - Rodrigo Silva.pdf: 5555689 bytes, checksum: 47d30851148869f1bf8bf20706bb3fb7 (MD5) Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by PPGD Design (ppgd@ufam.edu.br) on 2022-03-14T19:44:27Z (GMT) No. of bitstreams: 5 Disserta????o - Rodrigo Silva.pdf: 5555689 bytes, checksum: 47d30851148869f1bf8bf20706bb3fb7 (MD5) Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Rejected by Divis??o de Documenta????o/BC Biblioteca Central (ddbc@ufam.edu.br), reason: 1) No formul??rio da Ficha Catalogr??fica n??o inserir o nome do orientador como segundo autor. O nome do docente deve ser inserido apenas no campo espec??fico de orienta????o; 2) No formul??rio da Ficha Catalogr??fica, nas palavras-chave, cada termo deve ser iniciado com letra mai??scula. Logo, "1. Omnichannel. 2. Retail design. 3. Ambiente de varejo. 4. Experi??ncia do cliente". on 2022-03-14T19:56:26Z (GMT) Submitted by Rodrigo Silva (arq.rodrigo.rso@gmail.com) on 2022-03-18T11:20:54Z No. of bitstreams: 5 Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) Disserta????o - Rodrigo Silva.pdf: 5552521 bytes, checksum: d1db517829d99cc31e9e440d6111d963 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by PPGD Design (ppgd@ufam.edu.br) on 2022-03-18T14:15:00Z (GMT) No. of bitstreams: 5 Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) Disserta????o - Rodrigo Silva.pdf: 5552521 bytes, checksum: d1db517829d99cc31e9e440d6111d963 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Approved for entry into archive by Divis??o de Documenta????o/BC Biblioteca Central (ddbc@ufam.edu.br) on 2022-03-18T19:36:06Z (GMT) No. of bitstreams: 5 Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) Disserta????o - Rodrigo Silva.pdf: 5552521 bytes, checksum: d1db517829d99cc31e9e440d6111d963 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Made available in DSpace on 2022-03-18T19:36:23Z (GMT). No. of bitstreams: 5 Ata de defesa.pdf: 155344 bytes, checksum: 74e92c60441b272c2e49a72107d20b80 (MD5) Folha de aprova????o.pdf: 128264 bytes, checksum: de82906d3b38b3a7154807cbd6bf6703 (MD5) Carta de encaminhamento para autodep??sito.pdf: 320553 bytes, checksum: 2b39c5dec22f281020c8f3b407ab31d1 (MD5) Disserta????o - Rodrigo Silva.pdf: 5552521 bytes, checksum: d1db517829d99cc31e9e440d6111d963 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2022-01-17 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. A estrat??gia omnichannel ser?? uma das cinco principais tend??ncias do varejo como ser?? constatado neste trabalho, com proje????es indicando que o canal digital alcan??ar?? 20% de suas vendas at?? 2024. O setor de varejo ?? caracterizado pela intui????o, improvisa????o e imita????o, com uma tend??ncia de consolida????o cientifica por meio do retail design. Com este contexto surge a necessidade de adequa????o do perfil, compet??ncias e habilidades do profissional que desenvolve projetos de ambientes de varejo nesta nova realidade. Assim, o objetivo desta disserta????o foi configurar um modelo de desenvolvimento e aplica????o de conceitos de omnichannel e retail design em ambientes de m??dio porte de uma marca independente na cidade de Manaus. Por meio de pesquisa qualitativa encontrou-se ferramentas, processos e conceitos que foram enumeradas no modelo desenvolvido. Este modelo surgiu a partir de uma pesquisa explicativa, por meio da an??lise e adapta????o da metodologia do percurso hol??stico do processo de retail design. O estudo de caso foi utilizado como procedimento de pesquisa para a aplica????o do modelo, que teve como resultado o desenvolvimento e implanta????o do projeto de retail design em uma floricultura que, a partir da??, conseguiu atuar nos canais f??sicos e virtuais, n??o s?? pela log??stica e organiza????o empresarial que possu??a, mas tamb??m pela integra????o destes canais. O trabalho concluiu que ?? poss??vel realizar a integra????o do retail design e de uma estrat??gia omnichannel em uma loja de varejo de porte m??dio, deixando o registro de um processo metodol??gico para reprodu????o em estudos futuros.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=od______3056::41b9f61553ebc6513583830dce038955 https://tede.ufam.edu.br/handle/tede/8756 Zobrazit plný text záznamu