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Brazilian retail sector undergo a considerable transformation process, in high competition environment and strong trend of multichannel operation, with emergence of new technologies and changes in consumers behavior. In this scenario, there is opportunity to create competitive advantages through customer management strategy, as already in other sectors. The aim of this study is to identify and analyze the guidelines for implementation of the main processes of customer management strategy in retail organizations in multichannel environment, in any business segment, as well as understand the challenges, constraints, opportunities, and other relevant aspects. After reporting author’s professional experience in customer management projects, especially in services and retail, it was researched in theory the main issues Multichannel Retail, Omnichannel Consumer and Customer Management for later analysis, comparation to practice and direction of empirical research. As a research method was chosen exploratory and qualitative approach, through personal in-depth interviews with 13 specialists in retail and customer management, using semi-structured script. For evaluation of the obtained responses, content analysis procedures were considered, which resulted in seven thematic categories: i) competitive landscape of the Brazilian retail sector; ii) changes in consumers behavior; iii) characteristics and integration of multichannel retail; iv) customer strategy development process; v) information management process / customer knowledge; vi) creating value process / customer experience; vii) performance evaluation and results process. In light of the reported experience and theoretical reference, guidelines for implementation of customer management strategy were analyzed and consolidated, achieving the proposed goals and contributing to the practice in multichannel retail organizations, as well for marketing and organizational innovation. As a contribution to the theory, this research addressed some issues and concepts still few explored in academic literature, also making room for the development of new studies.

Inovação no varejo: diretrizes para implementação de estratégia de gestão de clientes em ambiente multicanal