Objetivo – Este estudio tuvo como objetivo identificar los factores que hacen que las tiendas físicas sean relevantes para la Generación Z, contribuyendo a resignificar este modelo operativo, que desempeña un papel estratégico en la generación de empleo e ingresos en Brasil.
Diseño / Metodología / Enfoque – Se adoptó un enfoque cualitativo exploratorio, basado en el modelo EKB. Se realizaron entrevistas en profundidad con representantes de la Generación Z y los datos fueron analizados mediante análisis de contenido.
Relevancia – El avance tecnológico ha transformado la forma en que los consumidores interactúan con las marcas, desafiando a los canales físicos a adaptarse. La Generación Z, nativa digital, se relaciona con las tiendas físicas de maneras que requieren una mayor comprensión, especialmente en los mercados emergentes y en el contexto post-Covid-19. Aunque la literatura señala la interacción social y la experiencia sensorial como los principales atractivos de las tiendas físicas, existen pocos estudios centrados en esta generación y en este contexto específico.
Resultados – Los hallazgos indican la relevancia de las tiendas físicas en tres etapas del proceso de compra: (1) evaluación de alternativas, motivada por la necesidad de experimentar físicamente el producto; (2) compra, influenciada por un efecto de desbordamiento de la etapa anterior; y (3) post-compra, en la que la tienda física resultó ser parcialmente relevante, asociada a la percepción de eficiencia en el servicio.
Implicaciones – Como recomendaciones prácticas y estratégicas, este estudio propone reposicionar la tienda física como un espacio de experiencia sensorial y emocional, ampliar el acceso a la información sobre productos y servicios dentro de la tienda, aprovechar la personalización como palanca de valor, aplicar inteligencia de precios por canal, integrar de manera fluida la etapa de poscompra entre canales y acercar a los influenciadores digitales al entorno físico.
Limitaciones – El estudio refleja percepciones individuales de los participantes en un contexto brasileño específico; por lo tanto, no representa a toda la Generación Z ni puede generalizarse a otros segmentos o mercados.
Originalidad – El estudio es original al investigar el papel estratégico de las tiendas físicas para la Generación Z, a pesar de la prominencia del entorno digital, en un contexto de mercado emergente y post-pandémico, un tema poco abordado en investigaciones anteriores.
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La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
