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Challenges, Opportunities, and Lessons Learned: Sustainability in Brazilian Omnichannel Retail

Author

Listed:
  • Paulo Renato de Sousa

    (Research and Development Center for Logistics, Supply Chain and Infrastructure, Fundação Dom Cabral, Nova Lima, Minas Gerais 30140-083, Brazil)

  • Marcelo Werneck Barbosa

    (Facultad de Administración y Negocios, Universidad Autónoma de Chile, Santiago 7500912, Chile)

  • Leise Kelli de Oliveira

    (Department of Transport and Geotechnical Engineering, Universidade Federal de Minas Gerais, Belo Horizonte 31270-901, Brazil)

  • Paulo Tarso Vilela de Resende

    (Research and Development Center for Logistics, Supply Chain and Infrastructure, Fundação Dom Cabral, Nova Lima, Minas Gerais 30140-083, Brazil)

  • Ricardo Ruiz Rodrigues

    (Research and Development Center for Logistics, Supply Chain and Infrastructure, Fundação Dom Cabral, Nova Lima, Minas Gerais 30140-083, Brazil)

  • Myrian Teixeira Moura

    (Research and Development Center for Logistics, Supply Chain and Infrastructure, Fundação Dom Cabral, Nova Lima, Minas Gerais 30140-083, Brazil)

  • Daniel Matoso

    (Research and Development Center for Logistics, Supply Chain and Infrastructure, Fundação Dom Cabral, Nova Lima, Minas Gerais 30140-083, Brazil)

Abstract

This paper reports the focus group results administered with top executives of the Brazilian retailers regarding their omnichannel strategies. This study aimed at analyzing the process of implementing omnichannel strategies and identifying contributions omnichannel has to sustainability. Using qualitative exploratory and a case study design to assess three large Brazilian retailers, we collected information concerning omnichannel implementation associated with processes, technologies, and organizational structure. This study was conducted with top executives in Brazil. Results suggest that the most viable solution, given a company’s investment capacity, is implementing an e-commerce platform that results in greater integration, profitability, and sustainability of the whole chain. A discussion on the benefits and outcomes related to the sustainable performance of such companies is also presented. This study answers calls for more research on the retail sector in Latin American countries.

Suggested Citation

  • Paulo Renato de Sousa & Marcelo Werneck Barbosa & Leise Kelli de Oliveira & Paulo Tarso Vilela de Resende & Ricardo Ruiz Rodrigues & Myrian Teixeira Moura & Daniel Matoso, 2021. "Challenges, Opportunities, and Lessons Learned: Sustainability in Brazilian Omnichannel Retail," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:666-:d:478945
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    References listed on IDEAS

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    Cited by:

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    2. Sarah Zafar & Saeed Badghish & Rana Muhammad Shahid Yaqub & Muhammad Zafar Yaqub, 2023. "The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments," Sustainability, MDPI, vol. 15(20), pages 1-21, October.

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