Do ponto de venda ao ponto de experiência: um estudo de caso da Nike Rise em Fortaleza

Abstract

The objective of this research is to analyze the transformation of the point of sale in a post-pandemic context and determine if its relevance will endure in the face of changes in consumption driven by the advancement of online retail. To accomplish this, this monograph presents concepts related to the definition of the point of experience (PDX), a term that arises from the need for brands to get closer to their consumers by creating a point of connection andexperience in a physical space. To support this research, a case study of Nike Rise inFortaleza was conducted, which is a flagship store of the renowned sports goods brand tha tranked among the top 15 most valuable brands in the world in 2022, according to a survey by the global consultancy Kantar. For the case study, two methodologies were employed to conduct the analysis: observation of the store following a semi-structured script and qualitative interviews with intentionally selected participants, aiming to gain insights beyondmarketing discourse about the experiences users have in the store. The objective of the investigation was to ascertain whether the space, characterized as a flagship store that aims to provide experiences to consumers, can be defined as a point of experience and to understand how this strategy influences consumer behavior. In conclusion, it was found that although the store does not precisely fit the concept of PDX, there is significance in creating a point of experience for retail, as long as it is aligned with the company's online strategy.