Re-examining the Place of the Physical Store During the Digital Retail Era

Abstract

The changes in the consumer profile make more and more retailers incorporate innovative strategies to boost and maintain high performance in the market. With this focus, this work seeks to answer the following research question: Would it be possible to identify which innovations are adopted by the two largest retailers in Brazil in order to enable implementation in small and medium-sized companies? The objective is to comparatively analyze the integration of strategic environments in the retail sector of these two retailers from the perspective of innovation management, specifically to describe the innovations implemented, analyzed and compared from the perspective of Innovation Management and Strategic Management. As a methodology, it was adopted as a strategy to carry out a systematic literature review in order to create a solid scientific theoretical basis and a case study of two retail chains analyzing and comparing the innovations that were implemented. The results showed the importance that retail has for consumers, companies, society and the country's economy and showed an increase in sales through the online system in billing, reduction in operations and diversification in the commercialization of products, contributing to the management of the chain. supply and sustainability.