Recomendações para o projeto omnichannel no varejo: conectando gestão de canais e experiência do usuário cross-channel

Abstract

Technological advances evolving consumer behavior through interaction with connected devices, augmented reality, QR-codes, artificial intelligence etc. Thus, the alternative purchase journey between physical and online between different devices so the customer can get the best cost / benefit / convenience of products and services in a fluid and barrier-free way. Thus, qualified retailers find an opportunity to implement the omnichannel model: integrate their marketing channels in order to ensure a competitive advantage and customer loyalty (PIOTROWICZ; CUTHBERSON, 2014). Omnichannel Retail and Cross-channel User Experience are contemporary issues and miss publications that, in fact, guide the implementation of the strategy relating both themes. This study investigates and sets recommendations for the omnichannel retail project, considering the user experience based as results of a systematic literature review, semi- structured interviews with omnichannel managers and cross-channel heuristic evaluation (RENZI, 2016) with user experience’s specialists. The technique is validated with the application of a Focus Group carried out with these same specialists. The main results of this study are: the low consideration of the User Experience field in the Omnichannel project; the mental model of managers and stakeholders under the traditional “in silos” model of Retail, which hinders and delays the implementation of omnichannel; financial and macro environmental issues, such as retail financial areas needed to be redesigned to meet the demand for physical and online purchases, as well as legislation, rate and tax policy in Brazil. Finally, technological limitations for channel integration do not meet retail demands. Current softwares and information systems are not prepared to establish the potential of the omnichannel.