ARQUITETURA COMERCIAL COMO ESTRATÉGIA PARA O FORTALECIMENTO DO VAREJO PRESENCIAL: UM ESTUDO DE VIABILIDADE ARQUITETÔNICA PARA UMA LOJA NO MUNICÍPIO DE CARATINGA-MG

Abstract

Commerce has been present since the beginning, adopting different modalities until reaching the model that society is accustomed to today. However, internet technology and mechanisms along with marketing enable different forms of commercialization, bringing more convenience and speed to the consumer through e-commerce. From this perspective, the retail market has become increasingly competitive, causing companies to look for ways to stand out to seek ways to stand out to this more demanding consumer profile with strong search behavior, thanks to access to information. In addition, within the context of face-to-face sales, the scenario becomes even more competitive, especially for those who only have this type of sales. However, through researches, it is clear that architecture presents as a strategy to strengthen face-to-face retail, since the way in which these spaces are designed is directly linked to their perception by consumers. Consequently, the practices of visual merchandising, commercial architecture together with sensorial marketing, where all the senses are explored through the built space, present themselves as a way of providing a good shopping experience, creating an affective memory relationship between them, as well as making the consumer want to stay in the environment for longer and consequently increasing sales. Therefore, this present monography brings a feasibility study for TCC II with a commercial project proposal for a fashion, bed, table and bath retail store located in the municipality of Caratinga-MG, in the Cine Brasil building, which has its facade listed due to its historical importance for the municipality. Thus, this work presents an exploratory and comparative analysis between two units of the same company located in the municipality, where it is possible to understand the weaknesses and potentialities taking into account their spatial aspects and environmental comfort as well as the intervention guidelines in the listed property