Mobile in store experience: a current market overview
DOI:
https://doi.org/10.6008/CBPC2179-684X.2020.002.0004Keywords:
Mobile technologies, Mobile experience, Online consumptionAbstract
Considering the importance of researching about mobile technologies, this article aims to investigate how the mobile in store experience occurs in stores in a shopping center. Data collection took place in the largest mall in the city of João Pessoa-PB, a structured research script was used to conduct participant observation carried out in thirty-two companies. After being collected, the data were analyzed by means of an interpretative-descriptive analysis and compared with the theory, for this purpose the categories of observation were created: Use of mobile technologies, Employee training, Store environment, Customer relationship and Channels of sales. From the analysis, it was observed that the adoption of mobile technologies by the companies analyzed is still minimal, so that no efforts are made around the training of employees, adaptations in the store environment, customer relationship strategies and communication channels. sale. This fact allows us to conclude that the mobile experience in stores in a shopping center in João Pessoa is incipient, so that technologies, even the most basic ones, such as the availability of mobile internet, could be adopted so that stores can adapt to this growing consumption dynamics.
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