TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE CHALLENGES ON MODERN RETAIL AND THE IMPORTANCE OF EXPERIENCE TO MILLENIAL CONSUMERS: CASE AMARO AND RESERVA | ||||||||||||
| Autor(es): |
MARIA VITORIA LEVIER CARDOSO MACIEL |
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| Colaborador(es): |
ALESSANDRA BAIOCCHI ANTUNES CORREA - Orientador |
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| Catalogação: | 08/ABR/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=52116@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=52116@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.52116 | ||||||||||||
| Resumo: | |||||||||||||
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This paper analyses the millenial customer and their purchase behavior, trying to understand their perception towards omnichannel experience, offline and online. The research had its foundation on analyzing initiatives
from two cases, Amaro and Reserva. Both have shown interesting ideas of customer treatment, convenience, environment, creation and personalization of products and omnichannel operation. From the main outcomes in this study, it is possible to highlight the importance of understanding the consumer s journey for the development of the omnichannel strategy, that allows purchase process facilitation by channel unification.
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