Communication strategy for Continente online store: improving the Ecommerce experience

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Nowadays, convenience is a key dimension in the grocery retail sector. Comparing with other grocery brands, Continente is not capable of providing the same level of physical proximity to consumers. Therefore, it should make an effort to communicate that it is able to offer convenience through the Continente online store, taking advantage of the long term potential of online channels in the grocery market. New technologies have been gaining an increasing role in people’s lives and Continente has the right conditions to seize the opportunities afforded by this reality through its online sales service. In this instance, the communication strategy developed in this work aims to improve Continente online store’s functionality, communication and the promotion of its service.