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O grande retalho na era da mobilidade

O grande retalho na era da mobilidade

Chloé Moura

73,46 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Ventas y marketing
ISBN:
9786209764981
73,46 €
IVA incluido
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Sobre IBD

O setor do grande retalho tem de enfrentar os novos hábitos de consumo eletrónico e o forte crescimento da utilização de dispositivos móveis. O desafio principal em 2016 é integrar os dispositivos móveis na sua estratégia global, a fim de explorar os dados e direcionar os consumidores, que, cada vez mais inclinados à mobilidade, se tornaram nómadas. Para poder oferecer-lhes o produto certo, no momento certo, no lugar certo e ao preço certo, os dispositivos móveis tornam-se um verdadeiro aliado. O objetivo deste trabalho é colocar-se no lugar do consumidor para compreender o seu comportamento face ao marketing móvel e, assim, responder melhor às suas expectativas e necessidades. Pretendemos determinar se os consumidores estão dispostos a aceitar as novas ferramentas digitais nos pontos de venda físicos e a utilizá-las através dos seus dispositivos móveis. Estamos no início do marketing preditivo e analítico, pelo que esta questão é essencial para o setor da grande distribuição.

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