The offline retail for Italian digital-native startups: threat or opportunity

Data
2020-12-09
Orientador(res)
Leite, Jaci Corrêa
Título da Revista
ISSN da Revista
Título de Volume
Resumo

In the last decade, the imminent death of the retail sector has often been predicted. However, quantitative studies demonstrate that this is not the case. Although a disruptive change is indeed in act in this segment, it does not seem to be in danger of disappearing. Specifically, the well-known brick-and-mortar store is living a second life, mainly because of three reasons: the “Z Generation” growing “Need for Touch”, the companies need to build a stronger relationship with its customers, and the availability of technological tools and their decreasing prices. The physical store is becoming a crucial point in most companies that adopt an omnichannel strategy. It is also playing an important role in the online startups’ expansion strategies towards the offline channel (O2O – Online to Offline). The Italian startups playing in the so-called “Made in Italy” will be the main focus of this paper. Throughout a qualitative study (casestudies and semi-structured interviews), the main reasons and competitive advantages that push a digital-native company to go offline will be investigated. Furthermore, the technological tools adopted by these companies in order to offer a more integrated customer experience are identified and analyzed. Future trends and opportunities are examined from the companies’ perspectives and the author's point of view.


Descrição
Área do Conhecimento