Critical success factors for Big Data adoption in the virtual retail: Magazine Luiza case study

Bruno Muniz Félix, Elaine Tavares, Ney Wagner Freitas Cavalcante

Abstract


Purpose – The objective of this research was to identify critical success
factors for the adoption of Big Data in the virtual retail, through a case
study of Magazine Luiza. The use of Big Data, in this case, focused on
improving its system of recommendations for a better understanding
of consumer behavior.


Design/methodology/approach – The case study was done through
interviews, observation of the shopping recommendation system and
analyzes of institutional presentations of the Bob project. A semistructured
interview script was used in the interviews.


Findings – Based on the results, we outline some propositions related
to the opportunities and obstacles for the implementation of Big Data
in the virtual retail in Brazil. Some of these propositions are in line
with what literature, especially BI, has been discussing. However, they
still need to be discussed in the context of Big Data.


Originality/value – The main contribution of the research was the
identification of relevant factors to the adoption of Big Data that were
not considered as critical for the adoption of previous technologies.


Keywords


Big Data; Virtual retail; Case study; Magazine Luiza.



DOI: https://doi.org/10.7819/rbgn.v20i1.3627

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