ESTRATÉGIAS DE MARKETING EM SHOPPING CENTERS: FORTALECIMENTO DA EXPERIÊNCIA DO CLIENTE E COMPETITIVIDADE FRENTE AO E-COMMERCE

Abstract

Shopping centers are facing increasing challenges due to the growth of e-commerce, which offers many options and convenience for consumers. As a result, traditional retail seeks to understand how they can innovate and develop strategies to remain competitive in the market, as well as promote unique experiences to stand out in competition with the virtual environment. The objective is to analyze how the marketing strategies of a shopping center in the interior of Ceará can contribute to its competitiveness in the face of e-commerce growth. For this purpose, basic and descriptive research was conducted, using a mixed approach, including field research with questionnaires applied to administrators and consumers. The results show that holding events, the diversity of stores and prices, and a more attractive food court are key factors for improving customer experience and creating a competitive advantage for the shopping center in the market. Furthermore, the results indicate that actions to enhance the physical environment and promotional activities can be decisive in engaging customers, thus strengthening loyalty through digital advertising that can be used by retailers. It is concluded that the strategies implemented by shopping centers are vital for building relationships with customers through the use of e-commerce strategies.