Omnichannel: uma revisão bibliográfica do modelo orientado pelo novo comportamento de consumo

Abstract

Society has undergone several transformations in a short period and, therefore, the retail sector suffers interference. Digital disruption is the main cause of the current social revolution, which occurs at least once every century. In a digital scenario, adaptability and an agile management model become basic requirements for retailers. The new consumer behaviors are more demanding on the part of retail companies when it comes to personalizing the customer experience and the values employed by the institution. In this way, this work has as main purpose, to present an approach on the omnichannel strategy in face of the new consumption behavior, also presenting an approach on the post-pandemic retail scenario, caused by COVID-19. To achieve the objective, a literature review of several articles and books of relevance related to the subject was carried out. In short, through the data collected by the review, a conclusion is presented; elucidating the questions proposed by it, that the omnichannel strategy presents itself as an inevitable bias for retail brands that seek relevance in the market, through a shopping experience molded to the new consumer behavior. Finally, based on the data presented by the review, a conclusion is made, clarifying the questions proposed by the same.