Burgos, Taciana de LimaPinheiro, Ana Luísa Holanda2022-02-182022-02-182022-02-03PINHEIRO, Ana Luísa Holanda. Transformação digital no varejo alimentar: estudo de caso do cenário natalense. 2022. 64f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/46065As globalization connects more people with businesses and fosters the competitiveness of markets, Digital Transformation has become an increasingly present agenda in companies' agendas. In the pandemic scenario, experienced since 2020, this process has intensified. In this sense, the present monographic work aims to delve into the theme to understand in what ways Digital Transformation can impact on communication strategies, customer relationship and sales of a segment. Therefore, the food retail segment was chosen to be analyzed, from a local perspective, through a case study that evaluates three supermarket chains in Natal-RN, comparing how these companies applied an omnichannel strategy in their retail actions, since broadcast on digital social networks, websites and mobile applications. It was found that the analyzed companies need to continue to transform themselves digitally and consequently mature the connection between their channels, in order to maintain their competitiveness in the market in the long term.Attribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/Transformação Digital; Varejo Alimentar; Supermercados; Natal-RN, Omnichannel; Pandemia..Digital Transformation; Food Retail; Supermarkets; Natal-RN; Omnichannel; Pandemic.bachelorThesis