ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP

Abstract

This article seek to identify the characteristics and advantages of “physical-virtual” retailing in Lojas Colombo vision, the third Brazilian largest retailing company of its segment. A “physical-virtual” store shares characteristics of physical stores and electronic commerce and consist a physical store that doesn't possess products in exhibition, because the customer chooses the products and makes the purchases through computers presents in the store, usually aided by a salesperson. The research, of exploratory nature, used the case study strategy. The data collection occurred through six interviews with managers of Colombo Virtual Shop and with one of the responsible for the definition and implementation of this new sales channel. Besides the interviews, it was made an observation of the environment and the operation of six stores, including the information system used to sale Lojas Colombo’s products. The results describe the elements that took to Colombo Virtual Shop creation, the necessary structure for “physical-virtual” operations, the relationship of this store type with the electronic commerce, the characteristics of the stores and the reasons that explain why a customer buys at the “physical-virtual” stores.