The Dyad Physical/Virtual Stores in the New Markets

This article aims to present the new role of physical retail stores in view of the current increase in e-commerce in Brazil, the so called ¡°virtual stores¡±. This is a very important theme for the sector, which will define the future of traditional retailing. Exploratory research was conducted in books, periodicals and other printed material pertaining to the subject. It was concluded that the understanding of the current scenario of retail and knowledge of the rapid growth of e-commerce are relevant factors to define new guidelines for retailers with physical stores. Another important factor observed in the study was that traditional retailers need to understand that customers have changed, they are increasingly aware of their rights and are more prepared to claim them, which makes these new consumers confident to make purchases through the Internet. Thus, these factors will be important to define the new position of traditional retail because the only certainty is that physical stores will have to reinvent themselves if they want to stay in business.