Título: | SHOPPING CENTERS DEFY DECLINE: STRATEGIES IN A CASE STUDY CARRIED OUT IN RIO DE JANEIRO | ||||||||||||
Autor(es): |
FELIPE QUERINO CARVALHO |
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Colaborador(es): |
JORGE BRANTES FERREIRA - Orientador |
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Catalogação: | 11/JUN/2025 | 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=70917@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70917@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.70917 | ||||||||||||
Resumo: | |||||||||||||
Due to the rise of e-commerce and the change in consumer preferences, driven by the
pandemic and accelerated digitalization, the retail sector, especially shopping malls, has
faced a number of challenges. In order to remain competitive, these centers have sought
to reinvent their strategies, integrating digital technologies and improving the shopping
experience. The aim of this study was to understand the strategies adopted by shopping
centers amid the rise of e-commerce. To this end, a multiple case study was carried out in
three shopping centers in Rio de Janeiro, through interviews with consumers and
employees of each mall and also through face-to-face visits to the sites and observations.
From the research carried out, it can therefore be concluded that in response to the rise of
e-commerce, shopping centers have adopted strategies focused on the customer
experience, such as integrating pick-up store services, loyalty programs and leisure
environments. These actions aim to complement the online environment, offering a
competitive edge through sensory experience and human contact. Malls are thus seeking
to transform themselves into centers of consumption and experience, while maintaining
their relevance in the digitalized market.
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