Múltiplos canais como ferramenta de inovação no contexto organizacional: A aplicabilidade do omnochannel

Abstract

This study aims to propose improvements in the omnichannel operation within the context of a furniture and decoration company, with the goal of achieving a competitive advantage. The company under study is a leading player in the furniture and decoration retail sector, with multiple physical stores and sales channels through phone and internet. Due to being a privately held company, its name has not been disclosed. The research adopts an exploratory nature, focusing on a single case study, and data were collected through semi-structured interviews with employees and managers involved in the omnichannel operation, as well as analysis of internal documents. Data collection took place from April to May 2023, with remote interviews being conducted. The interviews were recorded and transcribed for further analysis. The study is based on an exhaustive deepening of knowledge about the omnichannel strategy within the company under study, as well as understanding the implementation and impact of this strategy on the customer journey and company sales. It was observed that implementing an omnichannel strategy can generate a competitive advantage, but it is crucial to have an organizational culture that supports the strategy and adequately train the involved employees. Omnichannel can enhance the customer experience, expand the target audience, and increase the average order value. It is essential to improve processes, change the organizational culture, and enhance the logistics of the operation to ensure the effectiveness of the omnichannel approach.