Leveraging cross-selling and up-selling through digital solutions

Authors

  • Paula Lamperti Fagundes Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil. https://orcid.org/0000-0003-1883-7215
  • Giancarlo Medeiros Pereira Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil. https://orcid.org/0000-0003-0539-2851
  • Luiz Reni Trento Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil. https://orcid.org/0000-0003-3119-3047
  • Gabriel Sperandio Milan Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil. https://orcid.org/0000-0003-3480-2653
  • Miriam Borchardt Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.
  • Michele de Souza Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil. https://orcid.org/0000-0003-3817-1553

DOI:

https://doi.org/10.14488/1676-1901.v24i2.5241

Keywords:

Retail, Cross-selling, Up-Selling, Digital Technologies, Metaverse

Abstract

In recent years, online sales platforms have emerged as an alternative and have contributed to strengthening the connection beyond the physical point of sale between consumers and brands. With this in mind, with the intention of contributing to the improvement of knowledge related to commerce in conjunction with the Metaverse, this study's main objective is to identify the requirements for leveraging sales using consolidated techniques in the market – cross-selling and upselling – in retail items. fashion (clothing and footwear), through digital solutions and immersive technologies, which are delimited within the scope of the Metaverse. Analysis of the information collected suggests that retailers need to understand the potential of new technologies. This understanding would allow retailers to contribute to the improvement of technological solutions under development, as better designed solutions can enhance user experiences, as well as collect and store information about consumers' purchasing behavior. The themes involved in this research cover emerging solutions in the technological and retail sectors.

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Author Biographies

Paula Lamperti Fagundes, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Doutoranda e Mestre em Engenharia de Produção e Sistemas na UNISINOS.  Especialista em Gestão Empresarial na FEEVALE. Pesquisadora na UNISINOS. Consultora de empresas e equipe de vendas no varejo de moda.

Giancarlo Medeiros Pereira, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Doutor em Engenharia Industrial pela Universidade de São Paulo - USP. Pesquisador Sênior na Universidade Paulista (UNIP) de temas como marketing industrial e de serviços, sustentabilidade, universidades empreendedoras, cocriação de valor e operações de serviços. Consultor de Negócios e Sustentabilidade.

Luiz Reni Trento, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Doutor em Engenharia de Produção e Sistemas na UNISINOS. Mestre em Engenharia com Ênfase em Logística e Transporte na UFRGS e Bacharel em Administração de Empresas na UNISINOS. Desenvolvo estudos com pesquisadores internacionais. Tais pesquisas englobam temas acerca de sustentabilidade e marketing industrial. Atuei como executivo durante 27 anos numa multinacional líder de mercado no segmento de sistemas de refrigeração residencial e comercial. Nessa experiência, desenvolvi competências na gestão dos processos de Sales & Operation Planning (S&OP), comercial, projetos, marketing e produção.

Gabriel Sperandio Milan, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Doutor em Engenharia de Produção na Área de Sistemas de Qualidade. Mestre em Engenharia de Produção na Área de Qualidade e Gerência de Serviços. Professor e pesquisador na Unisinos - Universidade do Vale do Rio dos Sinos. Coordenador do MBA em Gestão Empresarial na Unisinos. Consultor e Conselheiro de empresas na área de estratégia e mercado.

Miriam Borchardt, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Possui graduação em Engenharia Mecânica pela Universidade Federal do Rio Grande do Sul (1985), mestrado em Engenharia de Produção pela Universidade Federal do Rio Grande do Sul (1999) e doutorado em Engenharia de Produção pela Universidade Federal de Santa Catarina (2005). Atualmente é professora titular da Universidade do Vale do Rio dos Sinos atuando no Programa de Pós-Graduação em Engenharia de Produção e Sistemas. Tem experiência na área de Engenharia de Produção, com ênfase em operações de manufatura e de serviços incluindo negócios com impacto socioambiental, sistemas da qualidade, sustentabilidade organizacional e desenvolvimento sustentável.

Michele de Souza, Universidade do Vale do Rio dos Sinos (UNISINOS), São Leopoldo, RS, Brasil.

Doutora e Mestre em Engenharia de Produção e Sistemas pela UNISINOS,  desenvolve projetos de pesquisa voltados para a melhoria dos processos produtivos das empresas e o aumento de sua capacidade de inovação. As contribuições obtidas a partir de suas pesquisas visam aprimorar diretamente os resultados e promover a competitividade das empresas onde os estudos são aplicados. Suas principais áreas de interesse incluem operações de serviços, inovação, marketing industrial e tecnologias digitais.

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2024-06-23

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Fagundes, P. L., Pereira, G. M., Trento, L. R., Milan, G. S., Borchardt, M., & Souza, M. de. (2024). Leveraging cross-selling and up-selling through digital solutions. Revista Produção Online, 24(2), 5241. https://doi.org/10.14488/1676-1901.v24i2.5241

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Vol. 24 No. 2 (2024): fluxo contínuo

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