ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/39268 |
Resumo: | 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. |
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ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOPVANTAGENS E CARACTERÍSTICAS DAS LOJAS “FÍSICO-VIRTUAIS”: O CASO DA COLOMBO VIRTUAL SHOPcomércio eletrônicocomércio “físico-virtual”varejovarejo virtuale-commerceretailinge-retailingThis 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.Este artigo procura identificar as especificidades e generalidades do varejo “físico-virtual” na visão de uma empresa que atua neste segmento, ou seja, as características e os elementos que motivam a escolha pelas lojas “físico-virtuais”. Uma loja “físico-virtual” compartilha características de lojas físicas e do comércio eletrônico e consiste em uma loja física que não possui produtos em exposição, uma vez que o cliente escolhe os produtos e realiza as compras através de computadores presentes na loja, normalmente auxiliado por um vendedor. A pesquisa, de natureza exploratória, utilizou a estratégia do estudo de caso. A coleta de dados ocorreu através de seis entrevistas semi-estruturadas com gerentes de lojas da Colombo Virtual Shop e uma entrevista com um dos responsáveis pela definição e implementação deste novo canal de venda das Lojas Colombo. Além das entrevistas, realizou-se uma observação do ambiente e do funcionamento de seis lojas, incluindo nesta o sistema de informação utilizado para a venda dos produtos. Os resultados descrevem os elementos que levaram à criação da Colombo Virtual Shop, a estrutura necessária para operações “físico-virtuais”, a relação deste tipo de loja com o comércio eletrônico, as características dos clientes e das lojas e as vantagens que explicam porque um cliente compra nas lojas “físico-virtuais”.Universidade Federal do Rio Grande do Sul2013-04-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/39268Electronic Review of Administration; Vol. 14 No. 1 (2008): Edição 59 - jan/abr 2008; 160-186Revista Electrónica de Administración; Vol. 14 Núm. 1 (2008): Edição 59 - jan/abr 2008; 160-186Revista Eletrônica de Administração; v. 14 n. 1 (2008): Edição 59 - jan/abr 2008; 160-1861413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/39268/25116Gregianin Testa, MauricioMezzomo Luciano, Edimarainfo:eu-repo/semantics/openAccess2013-04-26T15:08:58Zoai:seer.ufrgs.br:article/39268Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-26T15:08:58REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP VANTAGENS E CARACTERÍSTICAS DAS LOJAS “FÍSICO-VIRTUAIS”: O CASO DA COLOMBO VIRTUAL SHOP |
title |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
spellingShingle |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP Gregianin Testa, Mauricio comércio eletrônico comércio “físico-virtual” varejo varejo virtual e-commerce retailing e-retailing |
title_short |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
title_full |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
title_fullStr |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
title_full_unstemmed |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
title_sort |
ADVANTAGES AND FEATURES OF STORES "PHYSICAL-VIRTUAL": THE CASE OF COLOMBO VIRTUAL SHOP |
author |
Gregianin Testa, Mauricio |
author_facet |
Gregianin Testa, Mauricio Mezzomo Luciano, Edimara |
author_role |
author |
author2 |
Mezzomo Luciano, Edimara |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Gregianin Testa, Mauricio Mezzomo Luciano, Edimara |
dc.subject.por.fl_str_mv |
comércio eletrônico comércio “físico-virtual” varejo varejo virtual e-commerce retailing e-retailing |
topic |
comércio eletrônico comércio “físico-virtual” varejo varejo virtual e-commerce retailing e-retailing |
description |
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. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-04-24 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/39268 |
url |
https://seer.ufrgs.br/index.php/read/article/view/39268 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/39268/25116 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 14 No. 1 (2008): Edição 59 - jan/abr 2008; 160-186 Revista Electrónica de Administración; Vol. 14 Núm. 1 (2008): Edição 59 - jan/abr 2008; 160-186 Revista Eletrônica de Administração; v. 14 n. 1 (2008): Edição 59 - jan/abr 2008; 160-186 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
_version_ |
1799766202555301888 |