LOGISTICS DISTRIBUTION SYSTEM OF O BOTICÁRIO FOR FRANCHISE UNITS IN THE ITAPETININGA REGION

Abstract

This article studies the logistics distribution system of Grupo Boticário for its franchised units in Itapetininga (SP), emphasizing merchandise replenishment procedures, delivery times, and their effects on customer satisfaction and retention. The research aims to understand how logistics distribution processes impact the operational efficiency of franchises, analyzing regional demand, the breadth of product lines, and the proximity of the distribution center responsible for supply. The methodology is characterized as exploratory and descriptive research, based on documentary and bibliographic sources, including scientific articles, books, and publications on logistics and franchising. The results demonstrate that the logistics distribution network plays a central role in the continuous supply of franchised units, relying on technologically structured distribution centers, automated management systems, efficient route organization in conjunction with transportation, warehousing, and information systems. The agility in delivery and replenishment processes contributes to reducing product unavailability, improving the quality of services provided, and consolidating competitiveness in the local market. Grupo Boticário’s distribution system plays a strategic role in the performance of franchises in the Itapetininga region, contributing to the structuring of operations, customer loyalty, and the consolidation of the brand’s market positioning. It is concluded that the objectives were achieved, highlighting the integration between logistics infrastructure, strategic management, and technology for efficiency and competitiveness. For future studies, quantitative analyses of logistics performance and investigation of new technologies such as AI and advanced automation are suggested.