Soluções em DSR: artefatos para o phygital de uma organização de distribuição alimentar
DOI:
https://doi.org/10.5585/2025.28106Palavras-chave:
phygital, varejo, Experiência do Cliente, inovação tecnológica, design science researchResumo
Este artigo desenvolve e avalia soluções phygitais para melhorar a experiência de compra e otimizar as operações de uma organização de Distribuição Alimentar em Portugal. Com base em dados qualitativos provenientes de observações, entrevista e revisão de literatura, e aplicando o método Design Science Research (DSR), foram propostos artefatos que aprimoram a personalização, conveniência e interatividade durante o processo de compra. Essas melhorias visam aumentar a satisfação e fidelização dos clientes. A pesquisa demonstra a eficácia do DSR na geração de soluções inovadoras para o varejo, ao integrar tecnologias digitais e físicas. Além disso, os artefatos desenvolvidos podem posicionar a organização como uma referência em inovação, alinhando-se às expectativas dos consumidores modernos e fortalecendo sua competitividade no mercado.
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Copyright (c) 2025 Gislaine da Motta Bastos Matsukawa, Priscila Aparecida Nicacio de Souza , Priscila Mitsue Kawaguchi, Daniel de Barros Ardito, Ana Beatriz Cobra Guimarães

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