O último ponto de contacto para uma estratégia Omni-channel na categoria de Running na Sport Zone

: rede social Every Zone

Abstract

This work takes place in a business context with the challenge of strengthening Sport Zone leadership position in the Running category. In response to this challenge, we planned, developed and implemented the project Every Zone, which should serve as an implementation base for an Omni-channel strategy. Every Zone is born as a new point of contact of the brand with the customer: the contact point that allows Sport Zone to be with the customer not only at the time of purchase, but also when he/she practices sport. We can define Every Zone as a sports social network, which lives primarily in two platforms, a website and a mobile app. The app is the connection with the real world, as it records all the physical activity, and it also has the function to generate its own content. And the website is the home base of all the information, where all the content generated by the user community and by Sport Zone lives. The planning, development and implementation of Every Zone platform was accomplished through a pre-established methodology presented in this dissertation. This methodology highlights the importance of the linkages and alignment of this new point of contact with all the others points of contact that the brand has with its customers. The development of the entire project was well supported by the concept of Omni-channel strategy (Verhoef et al. 2015), and also by the fact that Sport Zone wants to increase the gravitational pull of the brand (customer gravity) without using only a commercial positioning. The objective of this project was defined around this assumption to develop a platform that will be the new point of contact between the brand and its customers, a "customer gravity generator" (Mark Bonchek 2012), promoting the alignment and interconnection of all the contact points, thereby helping to build an Omni-channel strategy.

Date of Award	26 Oct 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)