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New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
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Resumo(s)
At the end of 2019, a new unknown virus was detected in Wuhan, China. Alongside the measures, individuals have changed their lifestyles and personal habits. As a result, consumers have started to implement teleworking, tele-learning, shopping at home, or exercise at home, for instance. In this sense, this study seeks to understand the new journey of Fnac Card loyalty program members concerning the COVID-19 pandemic in order to be able to define possible marketing strategies, as well as to understand whether there are significant changes before and after the pandemic. The research has an exploratory intent to study the consequences of the pandemic on consumer behaviour. In order to answer the objectives and hypotheses outlined, a questionnaire was conducted on 150 individuals who are part of the Fnac loyalty program. It was possible to conclude that consumers have new behaviours in two phases by analysing the data. In the Consideration phase, they prefer to carry out their research online, as they have more detailed information about the products. However, despite being more online, they prefer to purchase the product in the shop in the Acquisition phase because they value the in-store experience. The sample also shows that we are far from having a more current role in the co-creation with the brands, given that, in the Advocacy phase, they do not contribute to the creation of content for the brands. Thus, it seeks to understand those behavioural changes after COVID-19 to define a new customer journey map.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
COVID-19 pandemic customer journey customer experience behaviour Fnac