Estratégias de atração e relacionamento com clientes no varejo supermercadista em contexto de crise regional: um estudo de caso em Rio das Ostras

This article analyzes, based on Thiago Andrade de Oliveira’s retrospective report and the historical records made available for the research, the customer attraction and relationship strategies the Oasis Supermarket Chain adopted in Rio das Ostras between 2014 and 2018. The study examines how commercial practices, loyalty programs, and community communication and engagement strengthened the company’s presence in the local market. The investigation addresses six main dimensions: the Oasis Card linked to Tricard; registration and bonus initiatives for new customers; monitoring competitors’ pricing; disseminating offers across channels; promotional campaigns and sweepstakes; and community activities. This research uses a qualitative, descriptive case study design, drawing on retrospective information from management and historical records, including advertising materials and photographs. The available data allow us to identify the diversity of strategies employed and how they align with the objectives of competitiveness, attracting consumers, and strengthening relationships with the local community. The analysis concludes that the case study demonstrates the integrated use of commercial, promotional, and community initiatives in a regional supermarket’s performance.