Agante, LuísaSousa, Daniel Passos de2013-05-142013-05-142012-06http://hdl.handle.net/10362/9620A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis project aims to develop an innovative communication strategy to fulfill an unexplored gap in the online services provided by Continente. Thus, the proposals presented emerged from the opportunity to explore the characteristics of the new customer profile – an up-to-date technology user, looking for convenience – that are not being suitably addressed by the brand. The proposed communication strategy is based on the findings of the market research conducted and matched with the brand’s strategic objectives for the future.engFood retailContinenteOnline servicesTechnology usersSmart shoppingmaster thesis