A Comunicação no varejo de móveis e eletrodomésticos na era da experiência e do marketing 5.0

Abstract

The presented course conclusion work investigates the crucial role of Marketing 5.0 and the Experience Era in the context of the retail sector, specifically in the furniture and home appliances segment. Using the company Novomundo.com as a case study, the work seeks to answer the key question: how can marketing strategies in the Era of Experience be used to boost sales via credit cards and increase customer loyalty and engagement? In this sense, reference authors such as Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2020), about the theory of Marketing 5.0, and Schmitt (2002) with a focus on "Experiential Marketing", contribute to the theoretical foundation of this work. Thus, the descriptive and exploratory approach makes it possible to adopt multichannel strategies and implement a loyalty club with exclusive benefits in order to improve the customer experience. The goal is to provide a unique and personalized experience for customers, in line with the demands and expectations of the modern consumer. The work presents a detailed media plan and a creative plan for the launch of the Novomundo.com Benefit Club, approaching the use of different marketing strategies, from the traditional ones to the most recent technological trends. The developed process makes it possible to contribute to a better understanding of the implications and opportunities presented by Marketing 5.0 and the Era of Experience for the retail sector, in view of an increasingly competitive and customer-centric scenario