Lojas Virtuais: Inovação, Tecnologia e Calor Humano
DOI:
https://doi.org/10.13058/raep.2024.v25n1.2262Abstract
The present teaching case highlights the difficulties encountered, and the strategies adopted by the company Magazine Luiza to develop in the market with the implementation of virtual stores, meeting its objectives and the needs of its customers. From the point of view Virtual Store or stores without products, other opportunities arose for the company, demonstrating the importance of e-commerce for retail and presenting the performance of Magazine Luiza. The objective of this teaching case is to generate knowledge about the importance of e-commerce, technology, and the integration with brick-and-mortar stores, taking into consideration an unique case from the national retail industry. Thus, based on the case, it is possible to understand the different retail formats and its integration with an omnichannel strategy. Furthermore, it is possible to analyze the necessity to adapt the marketing mix decisions, thinking on the evolution of virtual stores business model.
Keywords: innovation. E-commerce; competitive; technology; Retail
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