Varejo multicanal: estratégias utilizadas por grandes varejistas gaúchos de eletromóveis

Abstract

With the technological advances and the emergence of e-commerce, organizations need to modernize in order to remain competitive. As a result, traditional retail stores have also started to adopt the electronic channel as a sales strategy, the use of two commercialization channels is known as Multichannel. Therefore, the main objective of this research is to compare the assortment, price and service strategies used in physical and virtual stores of the multi-channel retail of three large Gaucho companies in the electromotive sector. The methodology is descriptive, of a qualitative and quantitative nature, and the data are primary and secondary. For each one of the three retailers studied, an analysis of the two marketing channels (virtual and physical) was carried out, in three stages, in the first stage the site evaluation was carried out, in the second stage the physical stores were evaluated. The collection, third and last stage, occurred through an interview with the managers of the physical company, to understand the strategies in their perception. As a result, it was identified that, from a "sample" of 1256 products, referring to assortment strategies, that physical stores have a greater assortment (96.42%) compared to virtual stores (76.43%). Concerning the prices practiced, it was obtained, in the analysis, that the stores have no price difference between the channels, since they prefer to match their prices between the channels, in order to avoid internal competition, since a store has the strategy of passing on the value lower on the virtual channel, this makes the virtual channel more competitive in the online marketplace. As for the services offered in physical and virtual channels, both have services that can meet the needs of their consumers. It was also observed that the managers' responses were in agreement with the answers obtained in the quantitative analysis, demonstrating that they are aware of the strategies adopted. Virtual retailing tends to grow compared to physical retail, however, physical stores will not disapear in the near future, as loyalty to the store seems to be a trend, the store remains at the heart of the consumer shopping experience, in Brazil and in the world.