PUCLabVarejo: Digital Transformation and Phygital Experience as an Integrative Practice Linking Teaching, Research, and University Extension

Instituto de Ciências Econômicas e Gerenciais 

Abstract

PUCLab Varejo – Digital Transformation and Phygital Experience is a pedagogical practice developed within the Distribution Channel and Sales Management course in the Business Administration program at PUC Minas, in collaboration with IdeiasLab. In partnership with Minas Shopping, students served as researchers and junior consultants for ten businesses, conducting assessments and providing mentoring and training in sales and digital transformation. The findings revealed limited integration among digital presence, sales, and the physical customer experience and informed the development of an academic article and a technological tool. In 2026, a new cohort is continuing the mentoring and training activities, focusing on sales structures, communication, and the digitalization of these activities, with support from two students affiliated with the VUEI/FAPEMIG Program. The experience integrates teaching, research, and university extension, fosters student agency, and demonstrates potential for replication.