Araújo, Maria Valéria Pereira deMelo, Carla Jacy da Silva2022-02-242022-02-242022-02-11MELO, Carla Jacy da Silva. Jornada de compra omnichannel: um estudo sobre uma fábrica de semijoias em Natal-RN. 2022. 49f. Monografia (Graduação em Administração) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/46281The present project seeks to understand the perception of managers of a semi- jewel factory, located in the city of Natal-RN, in relation to the implementation of sales through the Omnichannel format: the risks during the development of the project; the advantages of multichannel selling; the changes made in the organizational structure to link all sales channels. Also, mainly, how it would affect the consumer's purchase journey. This concept, which is a more evolved perspective of multi-channel and cross-channel, brings the ubiquity of offers, that is, the integration and interaction of marketing channels, providing a unique shopping experience to the user. It was carried out from the perspective of the case study, which according to Yin (2015), can be treated as an important methodological strategy for research in the human sciences, as it allows the researcher to go deeper into the phenomenon studied, revealing nuances that are difficult to see “the naked eye". Primary data were collected through observation and in-depth interviews (Vergara, 2012). The in-depth interviews were applied individually in the organization's environment, recorded and guided by an interview script. This questionnaire was made with people involved in the omnichannel implementation process. The results show that the case studied seeks to create a shopping experience for its final customer in order to generate loyalty and adjust in advance to customer expectations. The company analyzes new market trends and researches the consumer to follow the behavioral changes that affect the purchase decision. It also understands the needing for Omnichannel as an innovation strategy in Brazilian semi-jewels retail. The integration of online and offline channels, the creation of new formats, as well as the adaptation of old ones.AdministraçãoEstratégia de vendaOmnichannelFábrica de semijoiasAdministrationSales strategySemi-jewel factorybachelorThesis