THE USE OF THE INTERNET AS A TOOL TO ENHANCE SALES RESULTS: A STUDY CONDUCTED IN THE FOOTWEAR RETAIL SECTOR OF JUAZEIRO DO NORTE, CEARÁ, BRAZIL

Abstract

The northeastern region of Brazil has been undergoing a period of significant growth and a special emphasis is given to Cariri Ceará which was initially due facilities industries of the shoe industry has become a reference region in Brazil in shoemaking injected being considered the third largest center in this sector, this tied to structured religious tourism because of the fact pilgrimages towards icon Padre Cicero created a conducive to the growth of the retail sector environment generating a spread of national and multinational companies besides the fact induce the growth of entrepreneurship in this region mainly to the retail footwear because it is already a reference in manufacturing comes a perspective on retail growth of that sector. A fact that can become worrying for the local retail is the installation of these great new development for the region will require different strategies are developed in order to compete among them we can emphasize the need for the local businesses begin to take advantage of digital actions to be present in addition local level, based on this perspective is proposed by this paper to analyze the contribution that the internet can bring to maximize sales results from retailers shoes city of Juazeiro‑Ce, in order to prove this assumption was performed research the exploratory and descriptive segmented into three parts with the first step with the consuming public of the city of Juazeiro‑Ce to identify if they consume local products through the internet, the second step was performed with retail companies in the footwear Juazeiro of tools that take advantage of the internet to disseminate their products and services in order to determine the feasibility of the actions developed for your business and the last step was conducted structured interviews with entrepreneurs in the field of information technology with a focus on development of interviews Related internet stocks in the town of Juazeiro‑Ce. After collecting data can demonstrate the viability of investing in digital actions and the need for maturity on the part of retailers to get them to enjoy.