Elaboração e estruturação de indicadores na gestão de um projeto OMNICHANNEL: Um estudo de caso em uma varejista carioca.

Abstract

E-commerce has been taking a large part of the retail market, and every day it transforms the way of consuming. With constant changes, customer demand increases in proportion to the increase in competition. This means that retailers are always following the market and focusing on improving the consumer experience. Seeing this need, Omnichannel emerged, which integrates the physical with the digital, transforming multichannel sales and integrating several areas of the operation. This case study seeks to demonstrate how to develop and structure indicators for the strategic management of an Omnichannel project using data and applying analysis in a Rio de Janeiro retailer. The tools used for data manipulation and indicator management are, respectively, SQL and Power BI. It is important to emphasize that this is a study with a Quanti-Qualitative approach, because while it uses statistical data, it also needs subjective perceptions to create managerial visions. After presenting the study, it is possible to understand that each step taken in the way of following the order flow, with an integrated logistics view, generates more insights for the creation of new reports, decision making and process modifications. All this generates an improvement in the company's final result and more confidence in the operation performed, impacting the experience, and consequently retaining the customer.