Zigzag consumers and the converging online and offline retail channels
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Abstract
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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