Zigzag consumers and the converging online and offline retail channels

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Publicado: nov. 3, 2023
Palavras-chave:
antitrust, retail, zigzag consumer, omnichannel, dynamic markets

Conteúdo do artigo principal

Sílvia Fagá de Almeida
Anna Olimpia de Moura Leite
Leonardo de Castro Lima
Paulo Oliveira

Resumo

The Brazilian retail industry follows the global economic trend, with rapid online and omnichannel sales growth, leading to fiercer competition. This can be seen in the zigzag consumer pattern, with consumers going back and forth between brick-and-mortar and online retail during the shopping process. In this context, companies are embracing an omnichannel strategy that connects the various shopping alternatives during the sale. This article offers important evidence that support these conclusions and reinforce the finding that this structural change in retail demand and supply intensify the convergence of the online and offline channels.

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Como Citar
Fagá de Almeida, S., Olimpia de Moura Leite, A., de Castro Lima, L., & Oliveira, P. (2023). Zigzag consumers and the converging online and offline retail channels. Revista Do IBRAC, (2), 258–274. Recuperado de https://revista.ibrac.org.br/index.php/revista/article/view/43
Edição
n. 2 (2021)
Seção
Artigos para Revista do IBRAC
Biografia do Autor

Sílvia Fagá de Almeida

Silvia Fagá de Almeida is a professor at Fundação Getúlio Vargas (FGV) and director of Competition at LCA Consultores. Anna Olímpia is a project manager at LCA Consultores. Leonardo Lima is an economist at LCA Consultores and Paulo Oliveira is an economist at LCA Consultores.

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