Transformação digital: estudo de caso da Lojas Renner

Abstract

With the emergence of new technologies there was a change in competition, simply put, before it corresponded to competition between businesses in the same territory, and now it has become global. Also, there was a change in consumer behavior, which started to adopt new habits. In this context, the objective of this work is to analyze the Digital Transformation process at Lojas Renner, observing the main strategies adopted by the company in recent years, in addition to the effects of this transformation on the company's results based on its financial indicators. To this end, the main aspects of the company's Digital Transformation were analyzed through exploratory research based on document analysis. As a result, some points were identified that suggest a relationship between financial and operational results with Renner's digital transformation process, such as the accelerated growth of e- commerce, a significant increase in the representativeness of gross sales of digital goods in total sales, change in the role of physical stores and the evolution of EBITDA. It is also possible to deduce that factors such as the culture of enchantment involving customers and employees, investment in technology, and its omnichannel strategy, contributed to the success of the digital transformation in the company. The work brings contributions such as providing a broader view for fashion retail companies that wish to start the digital transformation process, and also for the development of studies on the subject.