Impactos da pandemia do COVID-19 na cadeia de suprimentos do setor de varejo brasileiro: um estudo de caso sobre as estratégias do Magazine Luiza para manter a eficiência operacional durante a pandemia

Abstract

This study examined the impacts of the COVID-19 pandemic on the Brazilian retail supply chain, focusing on Magazine Luiza (Magalu). The challenges posed by the pandemic forced rapid adaptations to ensure operational efficiency and business continuity. A consumer survey conducted during the pandemic assessed perceptions of Magalu's logistical strategies and performance, particularly in e-commerce. The study emphasized the company's efforts to integrate online and offline channels and optimize logistics through innovative management practices. The findings highlighted the success of Magalu's strategies, with 87.25% of respondents positively evaluating the order tracking process, 80.40% expressing a preference for shopping through Magalu's e-commerce platform, and 41.18% prioritizing it for online purchases. These outcomes underscore the positive impact of technological and logistical investments, showcasing Magalu's strong positioning in the 4.0 retail market. In conclusion, Magalu's strategic adaptations during the pandemic proved essential in maintaining customer satisfaction and driving e-commerce growth. The company's resilience and innovative capabilities serve as a benchmark for the retail sector, demonstrating how aligning technology, logistics, and customer experience is vital for overcoming volatile market conditions and achieving success