THE INNOVATION PROCESS IN RETAIL

Consumers increasing concernment in terms of innovation for retail due to the appearance of new technologies enables a constant transformation in the relationship between consumer and retail. The aim of this study is to describe innovations that are occurring in companies that operate in retail sector in Brazil, analyze which innovations are being used by these organizations, relate them to the concept of innovation, and understand how the process of innovation happens in this segment's companies. It was organized a literature review about innovation in retail and it was held two case studies with interviews in different retail segments companies, Berlanda e Sephora. It was, therefore, possible to identify the use of technology as innovative tools to provide new shopping experiences for consumers as well it was possible to identify the importance of the areas of marketing and it technology, as well as the distribution channels' alignment, identified as omnichannel.