Impactos da estratégia omnichannel na experiência e satisfação do consumidor de varejo de moda e beleza

Abstract

The omnichannel model is transforming the dynamics of retail by fully integrating physical and online channels, providing a new consumer experience. The aim of this paper is to present a study about the impact of the omnichannel strategy on the experience and perception of consumer satisfaction in fashion and beauty retail. It was introduced the main concept of retail, its models and the difference between physical and online channels. The focus of the literature review was to identify the evolution of retail from multichannel to omnichannel, exploring the main characteristics of this new retail strategy. The methodology was based on quantitative field research, in which consumers of the brands O Boticário and AMARO were analyzed, identifying the respondents' expectations in nine dimensions related to the shopping experience and channel integration, as well as their perceptions of the brands in the same factors. By analyzing the results, it was possible to understand how the factors related to the integration of retail channels, which is the main characteristic of omnichannel, have a significant impact on the consumer experience. Moreover, based on the perceptions of the consumers analyzed, both brands failed to achieve expectations in most of the factors evaluated