Como optimizar os processos de marketing, num contexto de customer-centric retailing?

Abstract

The discipline of Marketing has suffered, throughout its evolution, substantive changes in its genesis. The emergence of the relational concept, together with the deep changes in the structure of the different societies and with the constant technological innovations, led to consumer-centric paradigm. Based on an individualized treatment of consumers, this paradigm implies considerable changes in the way companies approach the markets where they operate. How to manage the loyalty, to provide a personalized offer or to calculate the profitability of its customers, are illustrative actions of the changes induced. In this sense, segments based on purchase behaviors are defined, clusters of shops are created, strategies of categories are aligned, ranges are optimized, as well as promotional activities are rendered more efficient. Therefore, the concepts of marketing and supply management, marketing of co-creation and marketing of fixed costs become more relevant. Any change, in the way a company is related with its customers, needs to have an internal reflex. Therefore, to adopt the consumer-centric philosophy, the organizations must do a structural transformation. This reformulation can comprise the dilution of the traditional boundaries between departments, the flexibility of internal dynamics or the reengineering of processes. The reformulation to be carried out needs driving forces to potentiate it and these forces may be the use of tools in the technology information domain or the use of the internal marketing. This work focuses the way Sonae MC has embarked on this strategy. This investigation started at a time in which the basis of the strategy had already been launched. Through my integration in the team that deals with customer-centric retailing, some existing processes were optimized. Based on the scientific knowledge, it was demonstrated how the redesign of electronic applications, the dissemination of knowledge and the internal marketing could leverage this optimization.

Date of Award	8 Mar 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)