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Impacto da Covid-19 na fidelização de clientes online - estudo no El Corte Inglés Portugal
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Orientador(es)
Resumo(s)
O sector do comércio online tem vindo a crescer e a apresentar novas oportunidades para as empresas e para os consumidores. As mudanças da tecnologia e evoluções do mundo têm alterado o comportamento tanto dos consumidores como das empresas, assim como a pandemia causada pelo Covid-19, tornando assim o investimento nas relações com o cliente num foco cada vez mais estratégico para as empresas.
O principal objetivo deste projeto de mestrado é, compreender qual o impacto desta pandemia na angariação e fidelização dos clientes do El Corte Inglés, no que diz respeito ao canal online, em Portugal. Para isso, foram utilizadas informações de duas fontes, dados internos da empresa e dados dos clientes recolhidos por um questionário. Os dados recolhidos internamente correspondem a, aproximadamente, 72 mil clientes de mercadoria geral e quase 9 mil clientes do supermercado online, e permitem a comparação temporal entre o nosso primeiro momento de confinamento 2020 e o ano 2019. O inquérito realizado aos clientes permitiu a recolha de 257 respostas a 21 perguntas, facilitando a avaliação de opiniões e atitudes sobre o impacto do Covid-19 no seu comportamento de compra.
O presente relatório analisa assim estas duas perspetivas, concluindo que a atual pandemia originou um aumento mais significativo no aumento de novos clientes para empresa do que propriamente na sua fidelização. Foi possível constatar que existe bastante espaço para a empresa crescer e trabalhar estes novos clientes, que permaneceram clientes online devido à pandemia.
The e-commerce sector is growing and presenting new opportunities for businesses and consumers. Changes in technology and developments in the world have affected the behaviour of both consumers and companies, as well as the pandemic caused by Covid-19, thus making investment in customer relations an increasingly strategic focus for companies. The main objective of this master's project is to understand the impact of this pandemic on customer acquisition and the loyalty of El Corte Inglés customers in the online channel in Portugal. For this purpose, information from two sources was used, internal company data and customer data collected through a questionnaire. The data collected internally corresponds to approximately 72K general goods customers and almost 9K customers of the online supermarket and allows a temporal comparison between our first confinement moment 2020 and the year of 2019. The customer survey enabled the collection of 257 responses to 21 questions, facilitating the assessment of opinions and attitudes about the impact of Covid-19 on their shopping behaviour. This report analyses these two perspectives, concluding that the current pandemic has led to a more significant increase in the number of new customers for the company than in their loyalty to the company. It was possible to verify that there is plenty of room for the company to grow and work these new clients, who remained online clients due to the pandemic.
The e-commerce sector is growing and presenting new opportunities for businesses and consumers. Changes in technology and developments in the world have affected the behaviour of both consumers and companies, as well as the pandemic caused by Covid-19, thus making investment in customer relations an increasingly strategic focus for companies. The main objective of this master's project is to understand the impact of this pandemic on customer acquisition and the loyalty of El Corte Inglés customers in the online channel in Portugal. For this purpose, information from two sources was used, internal company data and customer data collected through a questionnaire. The data collected internally corresponds to approximately 72K general goods customers and almost 9K customers of the online supermarket and allows a temporal comparison between our first confinement moment 2020 and the year of 2019. The customer survey enabled the collection of 257 responses to 21 questions, facilitating the assessment of opinions and attitudes about the impact of Covid-19 on their shopping behaviour. This report analyses these two perspectives, concluding that the current pandemic has led to a more significant increase in the number of new customers for the company than in their loyalty to the company. It was possible to verify that there is plenty of room for the company to grow and work these new clients, who remained online clients due to the pandemic.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
E-commerce Fidelização Consumidores Pandemia Análise RFM Loyalty Customers RFM Analysis Pandemic