Desafios em busca do omnichannel: Um estudo de caso sobre a integração de mídias offline e online por uma empresa do setor de farmácias

Abstract

Keeping up with changes in consumer behavior is a major challenge. Consumers are present everywhere using different communication channels, which requires companies to adapt their strategies to provide a consistent and personalized experience to the consumer. Uniting communication channels to enhance the reach of campaigns is a retail trend that is increasingly

adopted due to its positive results for companies in this segment. Here's omnichannel, a cross- channel integration strategy that organizations use to improve their user experience and better

relationships with their audience at touchpoints. The general objective of this research is to understand the challenges in the management of integrated marketing communication through the integration between online and offline media in a company in the pharmacy segment. The methodology used is a qualitative research, based on a case study. The investigation was developed with the participation of eight interviewees divided between publicists from the advertising agency and members of the marketing team of the company analyzed. The research techniques used to gather information were a structured interview through an interview script and data interpretation was done through content analysis. After all, it was inferred that the integration of offline and online media is the rising trend in the pharmacy sector, requiring companies to be ready to face the challenges and take advantage of the opportunities that arise in this environment. The present study contributed to knowing and understanding how an organization in the pharmacy segment deals with difficulties and sees perspectives for business improvement in the context of integrated marketing communication. The integration between offline and online media is a strategy that has been consolidating, and companies must be prepared to adopt it to remain competitive, strengthen their positions in the market and correspond to the expectations of their customers.