Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector

Abstract

The purpose of this research is to exemplify the development of retail services, using a case study. The service sector is booming both globally and in Brazil. Faced with competition, retailers are adopting several innovative services to make buying decisions more attractive. In this study, through a literature review of the theory of retail and through a field visit to a new "concept store" from Vivo S/A (a multinational telecommunications company), the authors explore the marketing strategies adopted by the company, especially those in the service sector. The main findings indicate that Experiential Marketing is still in the process of maturation in the national context.

DOI: 10.5585/remark.v12i1.2471