El presente informe describe como los elementos de promoción influyen en la recompra en los sitios web de las tiendas por departamento en la categoría moda en mujeres de 25 a 35 años de edad en Lima Metropolitana. Esta investigación se desarrolló entorno al análisis que se hizo del tema previamente y a la información encontrada, donde se pudo detectar factores relevantes en la plataforma digital, que incentivan a la recompra en el comercio electrónico. Por ello, se hizo un análisis para identificar entre los factores más relevante para los consumidores cuando compraban en un sitio web, y porque esto generaba recompra en la plataforma digital. Además, de crear cercanía con el cliente, ya que no hay un contacto físico, por tanto, es necesario generar confianza en el usuario para que compre en el sitio web. Durante la investigación se analizaron dos factores importantes para el consumidor y para las tiendas por departamento como estrategia para que el cliente regrese a la plataforma a comprar. Hablamos de los elementos de promoción y la información brindada por mailing a los usuarios. Asimismo, se detectaron factores que no se habían considerado inicialmente en el estudio, pero que formaban parte importante en la recompra por internet; como el caso del servicio post venta. Para finalizar, se contrastan hallazgos encontrados en el campo cualitativo y cuantitativo de la investigación, más la información recopilada. Con esto se pudo profundizar y proponer estrategias para mejorar la compra en el canal virtual de las tiendas por departamento. / This report describes how the promotional elements influence the repurchase on the websites of the department stores in the fashion category for women between 25 and 35 years of age in Metropolitan Lima. This research was developed around the analysis that was made of the subject previously and the information found, where it was possible to detect relevant factors in the digital platform, which encourage re-purchase in electronic commerce. Therefore, an analysis was made to identify among the most relevant factors for consumers when they were shopping on a website, and because this generated a repurchase on the digital platform. In addition, to create closeness with the client, since there is no physical contact, therefore, it is necessary to generate trust in the user to buy on the website. During the investigation, two important factors were analyzed for the consumer and department stores as a strategy for the client to return to the platform to buy. We talk about the promotion elements and the information provided by mailing to the users. Also, factors that had not been considered initially in the study, but that were an important part of the online buyback, were detected; as the case of after sales service. Finally, we compare findings found in the qualitative and quantitative field of the research, plus the information collected. With this it was possible to deepen and propose strategies to improve the purchase in the virtual channel of department stores. / Trabajo de investigación

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En los últimos años, la categoría Deco Hogar en las tiendas por departamento han comenzado a tener una tendencia mayor de compra. Asimismo, el proceso de compra de estos productos es categorizado como una venta planificada, no por impulso. En la actualidad, los analistas del mercado se enfocan en crear estrategias para que el cliente final considere dentro de su planificación la compra de productos de decoración para el hogar. Sin embargo, existe una teoría, respaldada por especialistas que ejercer un plan de venta, no solo debe enfocarse en la meta final de la compra, sino en la última que sería la postventa. Esta te permite en lograr una diferencia en el mercado, crear fidelidad y preferencia por el consumidor, ya que crea una línea adicional de comunicación el cuál te permite escuchar la opinión del servicio presentado y lograr mejoras en el. En este sentido, en la presente investigación se enfocará en resolver la hipótesis de si las estrategias de post venta como; Satisfacción del cliente, facilidad de acceso y manejo de quejas y reclamos influirían en el valor de la marca. Esta investigación lo enfocaremos en los productos de la categoría Deco hogar. La metodología a utilizar será cuantitativa y cualitativa. En la cualitativa, se hará 3 entrevistas a especialistas y 2 Focus group con un total de 12 personas. Por otro lado, la cuantitativa será de 250 encuestas al público dirigido del servicio. El resultado de esta investigación, gracias a un modelo de regresión lineal múltiple se pudo resolver el fenómeno de la influencia de las estrategias de la post venta en el valor de marca. Dando como resultado, ser de un carácter concluyente. De acuerdo antiguas investigaciones de las variables y de los resultados obtenidos en el análisis cuantitativo se pudo tener el mismo acuerdo, de que la variable dependiente Valor de marca influiría en las independientes que serían las estrategias de la post venta. Por último, los comentarios que se harían a la gerencia de cualquier tipo de comercio, es la recomendación de utilización de esta estrategia, ya que está comprobado que aplicaría un incremento en volúmenes de venta y fidelización del cliente en gran medida. Por último, para una mejor investigación de estrategias a utilizar en el post venta, se podría realizar una investigación más profunda, segmentando grupos y cambiando de variables como garantías, calidad de servicio, etc. / In recent years, the Deco Home category in department stores has begun to have a higher buying trend. Also, the purchase process of these products is categorized as a planned sale, not by impulse. Currently, market analysts focus on creating strategies for the end customer to consider within their planning the purchase of home décor products. However, there is a theory, backed by specialists that exercise a sales plan, should focus not only on the final goal of the purchase, but on the last one that would be the after-sales. This allows you to make a difference in the market, create loyalty and preference for the consumer, since it creates an additional line of communication which allows you to listen to the opinion of the service presented and achieve improvements in it. In this sense, this research will focus on resolving the hypothesis of whether post-sales strategies as; Customer satisfaction, ease of access and handling of complaints and complaints would influence the value of the brand. This research will focus on products in the Deco home category. The methodology to be used will be quantitative and qualitative. In the qualitative, there will be 3 interviews with specialists and 2 Focus group with a total of 12 people. On the other hand, the quantitative will be 250 surveys to the targeted public of the service. The result of this research, thanks to a model of multiple linear regression, was able to solve the phenomenon of the influence of post-sales strategies on brand value. Resulting in being conclusive. According to previous investigations of the variables and the results obtained in the quantitative analysis, the same agreement could be had, that the dependent variable Brand value would influence the independent ones that would be the post-sales strategies. Finally, the comments that would be made to management of any type of trade, is the recommendation to use this strategy, since it is proven that it would apply an increase in sales volumes and customer loyalty to a large extent. Finally, for better research of strategies to be used in the post-sales, further research could be carried out, segmenting groups and changing variables such as guarantees, quality of service, etc. / Tesis

Orientador: Maria Encarnação Beltrão Sposito / Resumo: Os avanços tecnológicos nos sistemas de telecomunicações e transportes que têm se desenvolvido no âmbito da mundialização da economia, articulados aos sistemas de informatização, permitiu, de um lado, que os papéis das cidades fossem constantemente redefinidos, bem como se ampliassem os fluxos que a partir delas e que até elas se desenham, estabelecidos tanto com cidades próximas como também com as mais distantes e, por outro, fez aflorar o potencial das estratégias locacionais como elemento diferenciador que garante a preferência do consumidor e o melhor desempenho econômico de estabelecimento varejista. Por estratégias locacionais consideramos, nesta tese, além da localização, as estratégias de fidelização e ampliação do uso do crédito, e o monitoramento do comportamento do consumidor, tendências do varejo atualmente. Esta tese, inicia-se com a apresentação da história dos magazines e as transformações ocorridas em decorrência da intensificação do processo de urbanização, para em seguida enfocar as estratégias espaciais e lógicas econômicas de algumas empresas varejistas do ramo de magazines no Brasil, nos estados de São Paulo e Paraná, e nas cidades de Presidente Prudente e Londrina, na medida em que também ressaltamos a capacidade delas em redefinir ou reforçar o papel que as cidades desempenham na rede urbana. Analisamos as escolhas espaciais dos citadinos entrevistados em Presidente Prudente e Londrina, para entender as relações entre consumo, crédito e cotidiano e, fin... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: The technological advances in telecommunication and transportation systems which have been developed in the range of the economic globalization, making use of the computerization systems, resulted, on the one hand, in a constant redefinition of city roles in commerce, as well as in an increment of fluxes that move from them and to them, and which are established with near and far cities, and, on the other hand, gave rise to a potential of location strategies as a factor that makes the difference which grants the customer preference as well as a better economic performance for the retail dealings. As location strategies, we understand, in this thesis, not only the position a commercial establishment occupies, but also, its customers’ loyalty strategies, the increment of credit provision and the monitoring of customer’s behavior as well as the trends towards retailing deals for a given moment. The present work begins with the presentation of the history of stores and the transformations they went through because of the intensification of urbanization processes. After that, it will focus on the spatial strategies and economic logic some retailing stores deal with in the fashion store branch in Brazil, specifically in Presidente Prudente, a city of São Paulo State and Londrina in Paraná State. We also highlight their ability to redefine or reinforce the role cities perform in citizens’ inter-relational network. We analyzed the Londrina’s and Presidente Prudentes’ interviewees’ sp... (Complete abstract click electronic access below) / Doutor

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This thesis is a historical examination of the shopping space Gallerian in Stockholm, which opened in October of 1976. The text analyzes how Gallerian’s affective environment was staged. I show how the developers sought to use Gallerian to shape the space of the inner city to increasingly provide for movements through which spontaneous consumption arose as a natural affective response. By analyzing this ambition, I point to the relevance of studying this specific form of consumption space, an indoor street, as a space that differs from a department store or a shopping center outside of the city. The indoor street was motivated by historical actors precisely because it offered possibilities of affect-governance that a department store or a shopping center outside of the city could not. Furthermore, the text examines the affective culture created in the interior space of Gallerian. I show how escalators, vegetation embellishments and air- and temperature regulation became relevant in Gallerian’s ambition to create a certain affective pull into its space. This affective pull is similar to what Walter Benjamin examined in 19th Century Paris, but, as shown in the thesis, the affective pull of Gallerian was aiming to capture a broader crowd of flaneurs. Gallerian was marketed as an enabler of an inclusive and democratic flaneurship. Gallerian also worked on dissociating itself from consumption, by incorporating symbols and places into the shopping space which read as non-commercial, and by framing the space as a non-commercial experience in public discourse. I argue that Gallerian’s affective environment provided for a consumer subjectivity that was potential, by staging an indoor street that naturalized shopping as part of the walk-about through the city as well as providing an interior environment with a certain affective pull. Lastly, I analyze how Gallerian achieved symbolic meaning as a place in the city. It became a “thing- world”, in Adorno’s and Benjamin’s sense, in that it was filled with desire for commodities, but also through a voyeuristic experience of other people as a conjurer of fantasies. I also argue that Gallerian, as a lived place-based experience, became a place where historical consciousness could be conjured and a longing for a city of the past could be enacted in the space.

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US retailers lose over $30 billion in merchandise annually. Merchants also suffer billions more in losses of cash, supplies, time, equipment, and growing civil liability costs. In order to control these losses, retail companies use a combination of people, programs, and systems. A review of the literature indicates specialised loss prevention employees are an important part of many asset protection programs.;A major interest of managers is improving the efficiency of their crime and loss control processes, including loss prevention store detective programs. Retail managers commonly use job performance reviews to gauge the individual efficacy of store detectives. In addition to job training, and job output supervision, research has indicated certain stable characteristics of individuals helps explain actual job performance, making pre-employment selection a critical part of process improvement. However, relatively little attention has been devoted to the selection of in-store detectives in the literature.;Qualitative research was used to identify critical job tasks in order to develop and validate a specialised job performance instrument. The preliminary research with subject matter experts indicated four distinct job roles of store detectives. This job analysis also resulted in a new job performance rating instrument later tested in the quantitative phase of the project.;Subsequently, a quantitative study of 201 US store detectives (using the performance instrument in a concurrent validity design) developed four distinct selection models designed to help explain role-specific job performance variance. Four hypothesis regarding the relationship between biographical data, personality traits, cognitive ability and the four measures of job performance were tested using multiple and logistic regression. The four resulting models explained between 13% and 23% of the variance in detective job performance measures.;Implications of the project's findings, and suggestions are also discussed in context t the current sample, as well as prior work in pre-employment selection research.

O Brasil tem experimentado, nos últimos anos, o aumento no consumo de vestuário. A ascensão de um grande contingente de pessoas a um determinado patamar de consumo trouxe uma série de oportunidades para a indústria têxtil nacional. Não apenas o comércio varejista de roupas se sofisticou como também a cadeia têxtil-vestuário precisou se adaptar a uma nova realidade: um modelo de produção que tem como base a velocidade e o preço. Este trabalho, a partir de uma análise que engloba os processos produtivos e a venda de vestuário na capital paulista, busca explicar de que maneira o varejo legitima seu produto enquanto moda. Assim, elencamos três fatores essenciais para a análise de nosso objeto, a moda varejista: i) como nasceu e se desenvolveu o modelo de varejo existente até hoje. Nesta etapa abordamos a história de três magazines extremamente relevantes para história do varejo da cidade e mesmo do país Casa Alemã, Mappin e Mesbla - além de dois bairros fundamentais para a formação da indústria têxtil de São Paulo o Brás e o Bom Retiro. ii) o modo como a cadeia têxtil-vestuário paulistana adaptou seus meios de produção para acompanhar as mudanças do mercado. Aqui, analisamos dados quantitativos oriundos da RAIS além de material bibliográfico sobre o tema e, iii) como operam os atores envolvidos na fabricação e na venda da moda varejista. Para isso, abordamos dois representantes de funções centrais na produção de moda varejista, a produção e a distribuição: uma confecção, a R Confecções e um magazine, a saber, a Riachuelo. Nossa pesquisa é balizada pelo referencial teórico de Patrik Aspers, pesquisador suíço cujo foco de investigação é o mercado de moda varejista europeu. O instrumental apresentado por este autor nos permite compreender como se formam e se organizam os mercados de moda varejista. / In the last years, Brazil has experienced an increase in the clothing consumption. The entrance of a large number of people into a certain consumption level brought a series of opportunities to the domestic textile industry. Not only the retail clothing market became more sophisticated but the textile-clothing chain had to adapt to the new reality: a production model based on speed and price. This paper, from the analysis that encompasses productive processes and the garment retail sector in the city of São Paulo, tries to explain how retail legitimizes its product as fashion. Therefore, we listed three essential factors to the analysis of our subject, the retail fashion: i) how did the existing retail model come to life and develop. At this stage, we take the history of three department stores extremely important to the history of retail in the city and even in the country: Casa Alemã, Mappin, and Mesbla. We also included two neighborhoods that were the building blocks of the textile industry in São Paulo Brás and Bom Retiro. ii) how the textile-clothing chain of São Paulo has adapted its production means to keep up with the market changes. Here we analyze quantitative data from RAIS and the material about this subject found in the literature, iii) how the manufacturing and sales stakeholders operate in the retail fashion. We interviewed two representatives of production and distribution core functions in retail fashion: one apparel manufacturer - R Confecções and one department store, Riachuelo. This research follows Patrik Aspers theoretical referential, a Swiss researcher whose investigation focus is the European retail fashion market. The tools presented by this author allows us to understand how retail fashion markets are created and organized.

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