Estratégia de transformação digital: um estudo de caso numa empresa de grande porte do setor varejista

Abstract

This study analyzes the digital transformation process in a large-scale retail company, focusing on the case study of Magazine Luiza (Magalu). The objective is to understand the driving factors behind this transition, the challenges encountered, and the outcomes achieved, providing a comprehensive view of the impact of digitalization on Brazilian retail. Using a qualitative and exploratory approach, the case study method was employed, supported by document analysis and market observation. The key findings reveal that Magalu incorporated emerging technologies, such as artificial intelligence and big data, while implementing an omnichannel strategy that seamlessly integrated physical and digital channels to deliver an innovative consumer experience. Additionally, the study highlights the critical role of strategic leadership in driving change, technological innovation in strengthening operations, and the creation of a robust digital ecosystem, including partnerships with startups and fintech services. The results demonstrate that digital transformation was pivotal in enabling Magalu to overcome barriers, such as competition with international players, and establish itself as one of the leading e-commerce companies in Brazil. The research offers valuable insights for managers aiming to leverage digitalization as a source of competitive advantage