As lojas do futuro
: o impacto da transformação digital na experiência do consumidor em loja no sector de luxo

  • Leonor Bento Moucho de Matos Diogo (Student)

Student thesis: Master's Thesis


This dissertation explores the impact of digital transformation on the consumer experience in a store environment in the luxury sector. Based on the objective outlined, a theoretical basis was outlined that frames the universe of luxury with the factors that differentiate it and also explores the consumer experience in physical luxury stores, presenting the main aspects of the new generations of consumers in this sector. Finally, the phenomenon of digital transformation and its variants are conceptualized, as well as the most relevant trends for the progress of the store environment, and consequently of the experience of luxury consumers. Considering the nature of the research, a qualitative methodology was used, which, through structured and semi-structured interviews, sought to collect the perspective of two distinct dimensions, but essential for retail, that is, luxury brands and consumers, in the portuguese context. After the definition and correlation between themes of both dimensions, we found that physical stores continue to have a significant relevance for consumers, even more so in a sector that is characterized by high-value goods that need physical validation and visualization by the consumer upon purchase. Despite the progress registered by the online channel, even more significantly after the Covid-19 pandemic, obstacles to the experience are registered that in no way equal the experience in a physical store. Technological evolution is recognized by both parties, consumers, and brands, but the receptivity to its presence is not consensual. Hyperpersonalization is assumed as a priority and the convenience that technology can bring when it comes to service procedures is highly praised. The future is surely digital, but the path to digital transformation is still long and uncertain
Date of Award7 Feb 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPatrícia Dias (Supervisor)


  • Digital transformation
  • Physical stores
  • Luxury retail
  • Store experience
  • Technological and digital trends


  • Mestrado em Ciências da Comunicação

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