FROM THE PHYSICAL TO THE ONLINE ENVIRONMENT: IMPACTS OF THE DIGITAL TRANSFORMATION ON CONSUMER ATTITUDES

Abstract

Objective: To analyze the perception of consumers regarding their experiences in physical stores versus online stores and what motivates them to choose one or the other. Method: Qualitative-exploratory. Main results: The results revealed that the preference for using digital means is not directly related to consumer age groups, with different perceptions observed among the consumers. Older people value the convenience, variety and time savings brought by online shopping, while some younger people prefer going to physical stores to look at the products and feel more secure about their purchases. Customer retention in online shopping is boosted by low prices and loyalty programs, but personalized ads generate mixed opinions. The co-creation of value through consumer feedback was shown to be effective only in specific situations. Theoretical contributions: The theoretical contribution resides in the fact that marketing and innovation have common interfaces, such as the phenomenon of digital transformation. Two practical contributions: Expanding digital channels due to the digital transformation and the importance of loyalty programs for online stores. Relevance: Although there is a clear understanding of the active role consumers play in marketing, there is still a gap in the literature regarding whether the digital transformation altered the reasons for which consumers choose between online or physical stores. Furthermore, this work also presents consumer profiles based on the change from the physical to the online environment.